“O.itemList.length” “- this.config.text.ariaShown
“This.config.text.ariaFermé”
If the shops can’t go to Italy, the Italian industry company will take them to Italy.
On September 1, the organization will launch a new virtual platform called Extraitastyle for Italian designers to show their collections to shoppers and to the lobby amid the disruption of the industry due to the coronavirus pandemic.
Learn more about World Water Day
Back to practically
The initiative is funded as a component through a $9.4 million grant from the Italian government to help its brands expand their operations in the United States. Extraitastyle, an acronym for ordinary Italian style, hopes to become “the ultimate 3-d destination for Made in Italy fashion excellence,” the company said. His project is to showcase traditional small and medium-sized brands and link them to U.S. retailers, publishers, and customers.
The ITA will be presented with 80 brands of pr’t-a-porter and accessories for men and women, in addition to Adesi, Bessi, Enrico Mandelli, Sant’Andrea and others. Each will have its own virtual store with social media integrations, video broadcasts and a committed area from company to company. Designers will also use the online platform to provide their line sheets and collections digitally.
“After the start, we’ll update the online page with 20 other logos and continue to update the platform to reflect the new entries,” said Antonino Laspina, U.S. Trade Commissioner. And CEO of ITA. “Our initial concept was to restrict the hub to a hundred tags, but the reaction was so overwhelming that we settled for more offers. The variety procedure is based on two criteria: the logo must manufacture its products in Italy and have the will to position itself in the American market. »
More times, the maximum of these brands would have been presented as a user on the MRket, Project or Coterie screens in the United States or on the Pitti Immagine Uomo or White Milano screens in Italy, all of which have created their own virtual platforms for this purpose. Season.
But Laspina believes that Extraitastyle will offer exclusive features that will set it apart from other virtual programs. “We created each and every segment of the site from scratch,” he said. “Each logo will have its own 3-d store and a page where users can read original stories and see new illustrations. We have processed each and every symbol provided through the logo by animatoring images with state-of-the-art virtual effects.
The site evolved through a new Italian generation, he said.
The way it works is that stores will complete a short form and then be invited to a special area from company to company where they can correspond to brands and position orders.
“For COVID-19,” Laspina said, “several corporations have not come up to date with their production schedules, that’s why we’ve given them the opportunity to provide “seasonal-free” products, “whether the distributors or the most productive parts in stock.”
The brands on the list also get a list of the hundred most sensible American stores they can use to gain direct insights. ITA’s main role is to serve as a “facilitator” between Italian corporations and the US market, Laspina said.
He said Extraitastyle is a permanent platform that “will paint hand in hand with physical fairs as soon as the normal calendar resumes. It is a “fashionable” connector that facilitates connections between Italian brands and American retailers. At the same time, consumers also enjoy public sections like ‘virtual stores’ and ‘brands’ and observe Italian fashion in a fun and interactive way.
“With the launch of Extraitastyle, ITA is focusing on supporting emerging and established designers,” he continued. “We look forward to resuming a classic presentation program, but our platform will be a year-round destination for consumers, the press, stores, and influencers to explore and interact with old and emerging labels. Array The U.S. market is of strategic importance for Italian Fashion Made. »
Laspina said the US is the EU’s largest outdoor destination market for Italian exports and that last year the country exported about $9 billion in goods to the US, an increase of 4.2% in 2018.
Laspina said Extraitastyle was a completely new initiative for the organization and took the attention that was used in the past for the organization’s efforts on social media aimed at selling Italian fashion in the United States.
“When the industry was affected by COVID-19 and the exhibits were canceled, we thought we were going to create a virtual platform that shared the same project as our social media channels. Unlike our social networks, the platform is primarily a multifunctional marketing tool that aims to help Italian brands of women, men and accessories navigate those dubious times and identify a sustainable presence in the market.”