Milano Unica wavering between July and September

By

Dominique Muret

Translated by
Nicola Mira

Published
Sep 7, 2016

"By the end of September we need to make a brave decision on dates, and we must stand united in this choice." This is how Milano Unica's President Ercole Botto Poala spoke on Tuesday, at the opening of the trade show running until 8th September in Milan, about the debate which is currently raging among Italian fabric manufacturers.

 
The issue concerns the advisability of bringing forward to July the September edition of Milano Unica, which is dedicated to winter collections. Italian fabric manufacturers must state their position on the proposed change by the end of the month.
 
"In September, the Germans turn up their noses at us, because our show is scheduled just a few days before Munich Fabric Start. In July, it is the Americans who won't come to Milan, because it is the same month we hold our New York show. We will never be able to make everyone happy! But we must have the nerve to change," insisted Ercole Botto Poala.

"Our manufacturers don't want more than two events close to one another, such as the September show and Prima MU, dedicated to pre-collections and held in July. We will have to decide," he stated to FashionNetwork.com
 
"Influenced by the leading US retailers, fashion labels have become increasingly accustomed to defining their collections earlier. Previously, 20% of the research was carried out in July and 80% in September. Nowadays the ratio is reversed, and the most important design choices are made in July," said Pier Luigi Loro Piana, founder of the eponymous cashmere label.
 
"By the end of July, my company has finished purchasing. It attends Milano Unica in September simply to pick up some samples," confirmed Claudio Marenzi, owner of apparel company Herno and President of Sistema Moda Italia (SMI), the employer organisation of Italy's fashion and textile manufacturers.
 
"In July, we worked really, really well. Besides, the clients were truly first class," commented an Italian fabric manufacturer who took part in Prima MU. Like many others, he seems to favour the solution of one event only, held at a date earlier than currently scheduled.