Sustainability and creative activations were forefront of the trends at Pitti Immagine Uomo 97 in January. In the heart of Florence, “the world’s most important platform for men’s clothing and accessory collections” attracted over 1,200 exhibitors and 21,400 buyers. Agnostino Poletto, General Manager of Pitti Immagine remarked that the exhibitors “brought to Florence the fruits of their constant research into materials, manufacturing techniques and clever stylistic innovation, alongside more refined communication and promotion strategies.”

Our team visited the fashion exhibition to see the latest trends that brands are adopting and capture how brands are representing themselves outside of their online and physical stores.

One of the key trends at the show was sustainability. As a growing global concern and the fashion industry being one of the biggest players in the climate crisis, it was no surprise that this topic was a high priority. The Lyceum area was used for the very first time at the show to host an innovative activation, Reflections, that outlined a huge array of sustainable materials borne from recycled waste.

It was a vibrant and busy few days with plenty of opportunity to engage with a number of brands from influential boutiques, the big department stores, and high range e-commerce platforms. GAS, Blauer, Woolrich, Superdry and conglomerates such as WP had large-scale stands with a hype of activity. Armani, Woolrich and Blauer made the most of their booth space by including creative activations which offered a welcome respite from the standard tradeshow noise. Armani in particular did this well through gamification, a live DJ and selfie booths to attract the earned media elements to their Pitti campaign.

Woolrich marked their 190th anniversary with a special activation just off-site. The impressive warehouse space was converted into a giant snow room replicating their in-store experience across the globe. Combining hospitality through free food and drink served for Pitti attendees and an immersive experience, Woolrich set the path for their strategy to engage with consumer experiences over the next year.

Pitti Immagine Uomo 97 has inspired our thinking towards immersive designs giving the consumer an unforgettable and tangible experience. As the consumer voice around sustainable practices becomes louder, the retail industry is having to respond by integrating sustainable-led designs. Creative activations along with sustainable designs will lead the way for retail throughout 2020 and beyond.

We are excited to learn more from retail brands next year at Pitti Immagine Uomo in 2021!