The return of Milano Unica to Intertextile Shanghai Apparel Fabrics in August 2024 was met with resounding success. Italy's presence was prominent, marked by the participation of Alessandro BarberisCanonico, past president of Milano Unica, and Giuliano Martini, director of ICE in Shanghai, at the opening ceremony.
The evening gala dinner at the Intercontinental hotel honored individuals and organizations that have demonstrated loyalty to Intertextile over three decades. Among those recognized were Milano Unica and Ornella Bignami, who has been a dedicated curator of the show's trends since the days of Interst off.
Diverse Italian companies, different stories
The 43 Italian companies present at Milano Unica in Shanghai brought a range of experiences and goals to the event. Some have been selling fabrics in China for years, while others are exploring this dynamic market for the first time.
Ruggero Rossi, with his brand Rossi Lorenzo e figli, returned to China after a five-year hiatus, noting significant changes in the market since the pandemic. While China accounts for 7-8% of his company's turnover, Rossi observed a shift in consumer behavior: "In 2023 everyone stopped, even the customers we follow most assiduously... the Chinese want to spend less." Despite this, Rossi remains optimistic, emphasizing the top-of-the-range quality of his fabrics.
Navigating a challenging market
Teseo by Laura Clerici made its debut at Milano Unica Shanghai, aware of the challenges posed by the high-end Como range in the current market. The company's advisor acknowledged the difficulties but expressed confidence in the potential of the event's selective, invitation-only access.
UbertoCiatti, of the Prato-based Inseta, a seasoned veteran of the Chinese market, highlighted the enhanced value of being part of the Milano Unica space. He noted the market's current difficulties, stating, "Perhaps the Chinese have exaggerated with the first wave of luxury purchases and now the cards are being reshuffled."
Prato district outlook
Ciatti offered his perspective on the Prato district, expressing a cautious optimism while acknowledging the mixed situation. He attributed the current challenges to shifting priorities post-pandemic and a potential mismanagement of the exceptional 2023 market.
Milano Unica synchs with the ever-evolving Chinese market
Milano Unica's return to Intertextile Shanghai was a resounding success. It underscored the enduring appeal of Italian textile excellence in the Chinese market and highlighted the diverse experiences and perspectives of the participating companies. Despite current challenges, the event showcased resilience and a commitment to navigating the complexities of the ever-evolving Chinese market.
