e-Pitti expanding its content

Launched in June 2011, the Pitti Immagine virtual trade show, which allows it to extend its canvass to Pitti Uomo, Pitti W, Pitti Bimbo and Pitti Filati, dedicated to the thread industry, has established itself in a few short years as the most successful project in this sector. Backed by this leadership experience, e-Pitti.com has completely renovated its platform, opening a new chapter in its journey.

The new e-Pitti site designed by Andrea Abascià, who has notably worked for Prada, Moncler and Ferragamo, is clear and fluid but also richer thanks to considerable work done on the content and technological innovation. It is now also accessible on mobile phones.

e-Pitti presents two distinct sections: one open to the public and one reserved for the brands and certified buyers, or 45,000 buyers from 85 countries active on the market and duly "certified" by the site, for the 90,000 names in the Pitti Immagine database. Definitely one of the strong points of this virtual trade show, which differentiates it from other trade shows or similar initiatives.

The result: tested at the latest Florence trade shows, the totally made over June 2014 edition of e-Pitti, presenting 1,350 brands and 8,300 products, recorded a 36% hike in visitors and doubled the number of pages seen in its reserved section, which increased from 140,000 to 300,000.

Buyers now have the choice between three types of content. The first concerns the macro trends of the season; the second proposes a digital extension of the special projects presented by the brands during the trade shows; and the third, like before, makes it possible to have a detailed view of each exhibitor's stand by reproducing the style and ambiance, highlighting several products chosen by the brand, each one with its own technical sheet.

Another novelty: buyers can present themselves using their own profile on the site. "We are also working at improving the search tools at a later date by introducing new keywords like the types of tissue and the different patterns and designs. In place of the classic simple shirt, the buyer will be able to narrow their search by tapping the words shirt, cotton and stripes," explains Anna Mazzer, the Project Manager.

As for the richness of e-Pitti's content, it has greatly increased in view of attracting a wider audience and providing them with news and information on the site all year long, especially outside of the virtual trade show season. In its section accessible by all, it proposes a focus on all the special projects launched by Pitti Immagine in the framework of its salons and other projects it organises itself, such as the international forum dedicated to fashion and Fashion Decoded, the top global event series connecting decision-makers in Fashion, Beauty and Retail with emerging and established technology companies.

It is in this spirit that Brit Fay Cowan, a fashion and technology enthusiast, who notably works for Decoded Fashion, was hired to write a blog every Wednesday on the site, to be read on the "Fairplay" page. Fairplay is also the title of the paper that comes out twice a year to talk about style and e-Pitti.

"e-Pitti has led us to re-consider our approach with the exhibitors and buyers. This project also allowed us to accelerate certain processes in the management of our database and our relations with our usual representatives all while improving our services. This was a major task but today there is a lot more interaction between us and e-Pitti," sums up Raffaello Napoleone, CEO of Pitti Immagine.

This virtual trade show is active five days after the closing of the physical trade shows for some eight weeks for men, Pitti W, and children, and 12 weeks for Pitti Filati. Available in Italian, English, Japanese and Russian, e-Pitti is managed by FieraDigitale, a company 75% held by Pitti Immagine and 25% by Francesco Bottigliero, its founder and Chief Director. FieraDigitale's turnover rose from less than 1 million euros in 2011 to 2.5 million in 2014.

e-Pitti expanding its content

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