Milano Fashion City: start of second edition
Promos, the Special Agency for Internationalization of the Milan Chamber of Commerce, yesterday presented the second edition of Milano Fashion City.
Set up by Promos in 2010, this territorial marketing project reinforces all the opportunities created by Milan Fashion Week and the fringe events.
The project involves a system of over 50 players – institutions, exhibition events, the world of commerce, artisan workshops, showrooms, companies and trade associations, enterprises, the fashion training system and many other entities that represent the soul of the city – and extends Fashion Week in three weeks of events, shows, business opportunities and culture, which confirm fashion as part of an Italian system that is even more integrated and widespread.
“The ability of the Milan Chamber of Commerce to act as an interface between public and private sectors has made this project possible” said Promos president Bruno Ermolli “Milano Fashion City has created a system of operators, institutions and all the players in Milan fashion. The aim is to demonstrate through tangible projects that the “fashion system” exists and that when it is supported by synergies between the public and private sectors it is a successful method and strategy that benefits the “fashion sector” as well as the entire Milan system, thanks to the effect on all production sectors. The commitment must be to enhance and promote our city, our territory and its excellences throughout the world so that more and more Milan becomes an international benchmark not only from an economic and financial point of view, but also thanks to its artistic and cultural excellences”.
The first edition of the project took place September 8 through 30, 2010, the second, presented today, will be held February 15 through March 9, and a third is already scheduled for September.
After the success of the first edition in 2010, the second has maintained certain successful characteristics such as the dedicated website - www.milanofashioncity.com – a printed two-language (Italian and English) guide with Fashion Illustrated, dedicated information desks, a permanent reception point in the Fashion Apartment and a list of services with discounts and concessions at many hotels and stores, and it also offers important services that further reinforce its international nature and increase multi-sector involvement:
the partnership with Alitalia will promote the Milano Fashion City destination throughout the world with discounts of 10% on domestic and international flights in coach and business class for all “Milano Fashion City” users who book on the web;
agreements with 41 hotels (Hoteliers Association of Milan) in the city, which will give Milano Fashion City visitors a free fourth night at the hotel during the 3 weeks of the event;
a film festival (thanks to the contribution by MICAM, MIDO and MIFUR), with movies linked to the world of fashion and accessories;
a fashion-Milan photography competition set up thanks to the contribution of the Chamber of Buyers and Io Donna.
These new additions are for visitors to Milan February 15 through March 9, but Milano Fashion City also aims to promote the city and the fashion system, worldwide.
This will take place on a road show scheduled from March until end 2011 and includes targeted actions in certain internationally strategic markets with the support of Promos’ worldwide network. The cities involved are: Moscow, São Paolo, Shanghai, Abu Dhabi, Mumbai, New York (the last stage will be in September during the important Fashion Week).
