White Kids
White Kids
 

04 Feb. 2010

WHITE KIDS, HOMME GROW THEIR ATTENDANCE

Milan’s White Kids and White Homme trade shows in January have posted their official attendance figures.

White Kids, the new salon dedicated to apparel and accessories for 0-14 kids, welcomed from Jan. 24-26 1,000 visitors, 80% of which were Italian and 20% foreigners. Participating at the event were 58 brands including BLAV, new kid’s line designed by Lavinia Borromeo, special guest I Pincopallino, and unique initiatives such as the charity drive Douuod and Carton Bedroom, an eco-minded kid’s room design project studied by Italy’s NABA design school students.

The fifth edition of White Homme, Jan. 17-19, also left its mark. The show, which hosted 100 exhibitors of men’s FW 10-11 collections and women’s pre-collections saw growth in terms of both quality and quantity — buyer numbers were up 25% by the second day. The show registered 2,849 buyers in attendance over the three days, meaning a 35% increase in the number of buyers, 70% of which were Italian and 30% were international.

Significant was the presence of both Italian and foreign visitors. Among the Italians were 80 top Italian stores. Visitors from abroad, meanwhile, included a large Japanese contingent and top buyers from Saks, Bloomingdale’s, Isetan, Bosco Ciliegi, Podium, Lane Crawford, Joyce and Lift.

Simona Severini, general manager of White, said: “We are very happy with the results of both shows. In particular the significant growth of visitors to our menswear show is a confirmation of what insiders appreciate out of our brand selection and mix. This is quite unusual for a fashion trade show in these days.”

“The companies that show at White Homme present concrete, sellable projects,” said Claudio Antonioli, owner of the Antonioli boutiques of Milan (Italy) and Lugano (Switzerland). “This is even true of the extremely avant-garde items in the Basement. White’s selectivity helps us.” Masahiro Tsunoda, owner of the Lift Co. Ltd and its three stores in Daikanyama (Japan), added: “I came to visit White Homme because I am very curious and interested in the companies on show in the basement. I believe that the offerings from the exhibitors in the Central area highlight the research, while those in the Basement are unique.”

The next date for the trade will be White Donna & Beauty taking place Feb. 28-Mar. 3. About 280 exhibitors will celebrate the research-driven women’s show’s 10th anniversary.

—Maria Cristina Pavarini

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