Buyers approve the choice of n.o.w fashion exhibition
The first edition of the N.O.W fashion exhibition ended on a positive note, thanks to a new concept born of the collaboration between Fiera Milano Expocts and M.seventy. Over the four days of the event, 7700 visitors, of which 22% came from abroad, demonstrated their appreciation of the decision to present a specific selection of 30 brands with proposals of ready and programmed collections and accessories for men and women for the spring/summer of 2010, restocking, and hints for the 2009-2010 fall-winter.
“The variety of visitors who chose to include N.O.W in their agendas,” comments Massimiliano Bizzi, Chairman of M.seventy – demonstrates the importance of having organised, on the Milan stage, a totally new concept of exhibiting that succeeded in attracting companies from a sector that is evolving towards new production logics and time frameworks, while at the same time offering a targeted summary of the offers available on the market, thereby optimising times in the choice of collections that winningly combined fashion content, price, and quality with the extraordinary organisation of services. This mix could not have possibly failed to attract buyers and we are convinced that N.O.W has excellent potential for growth. We must already think about working for the future in synergy with Fiera Milano Expocts, which approved and supported this project from the beginning.”
“Our work with N.O.W was positive, allowing us to diversify the Milan prêt à porter offering and embellish the panorama for our buyers," declares Corrado Peraboni, Executive Director of Fiera Milano Expocts. This is just the first example of collaboration among different exhibition entities, a road to be taken for future improvements in the entire fashion system, as long as the centrality of Milan is the common ground for prêt à porter exhibitions.”
The novelty of the N.O.W fashion exhibition was also to be found in the set up, which was intended to underline the contrast with the traditional fair experience, presenting itself as a showroom where visitors were able to move quickly and enjoy a glamorous yet pragmatic presentation of the collections proposed.
“The layout conceived by M.seventy,” continues Massimiliano Bizzi, “was designed to recreate the feeling of an enormous loft, while contemporaneously minimising the difference in surface areas between the various stands, thereby affording a sense of uniformity. For the precise purpose of distinguishing N.O.W from a traditional fair event, we used salvaged materials like wood, mixing it with materials like cement, steel, and PVC, using light as an element to enhance the stands and collections. The result was a strikingly innovative space.”
