MIPAP Milano Prêt-à-Porter

We could not ignore, the most important fair for women in Milan. After 40 years of MilanoVendeModa changes its identity. MI Milano pret-a-porter, the International Exhibition of Feminine prêt-à-porter. A new concept, with a new image and with great results.

Efforts continue to position the event so it best meets the needs of buyers and the market

This year’s figures confirm the popularity of MIPAP, the international women’s clothing and accessories show organised by Fiera Milano, especially with industry professionals: 3,503 buyers profiled, including 30% from abroad, have visited the event from 21 o 23 September in fieramilanocity.

This result is a clear sign that the products exhibited at MIPAP are popular and it perfectly characterises and demonstrates the efficacy of the work that began over the last season to build the identity of the new event. The new identity is oriented toward high quality Italian-made products, in order to affirm their particular qualities compared to other industry exhibition offerings.

As a result, the 150 brands present at fieramilanocity have created a uniform offer that is most interesting to buyers from Russia, the United States, the former Soviet Republics and Japan, countries which have reported an increase in attendance compared to last year. The professionals who visited the event expressed their approval for the brands on display, all highly representative of Italian style, with a unique essence that can enhance the femininity with unparalleled excellence.

“We have to proceed with a strategic vision and bring to MIPAP ready to wear companies that have a product that suits our event,” noted Marco Serioli, director of Exhibitions at Fiera Milano. “ We are talking about Italian companies that did not have a suitable venue but with MIPAP have the opportunity to meet international buyers who are in Italy especially to do research for Italian manufacturers.”

For this reason, in addition to the work of carefully selecting exhibitors, MIPAP will continue to invest to improve and increase the productivity of the event to Italian and international buyers visiting it.

To this end, MIPAP will continue to work in conjunction with ICE (Italian agency for foreign trade and internationalisation of Italian enterprise) on the extensive and strategic activity of profiling buyers to identify the most strategic countries and specific buyers while also working on the quality of buyer services to make the visit to the event and the encounter with the excellence of the collections exhibited as pleasant as possible.