The fourteenth edition of MAREDAMARE, after a year of absence, will return to Florence from 24 to 26 July. Many brands will exhibit in Florence for the first time, with a considerable presence of foreign companies, making up nearly 50% of the exhibitors. MAREDAMARE, which has recently been recognised as an international fair, today is a European and world reference in the beachwear sector and has activated important collaborations for the promotion.
First of all with ICE (Agency for the promotion abroad and the internationalization of Italian companies) which will promote the fair and Italian exhibitors to international buyers; and with ICEX, a public corporation at the national level whose mission involves promoting the internationalisation of Spanish companies and attracting foreign investment to Spain. ICEX, together with the Economic and Commercial Office of Spain in Milan, will coordinate the participation of a selection of Spanish companies and will be present at the show with a dedicated area, as well as ABIT (Brazilian Textile and Apparel Industry Association), which also encouraged the presence of a selection of Brazilian companies at the show.
The year of the pandemic was not brilliant for beachwear Made in Italy. According to Confindustria Moda, after good growth in 2019 with a turnover up by 10.2%, in 2020 the swimwear sector suffered from the general decline in consumption, closing the year with a loss of 14.9%, exports falling by 11.4% and a turnover of 440 million euros. Companies are now expecting a quick recovery of the market, thanks also to the relaunch of tourism. The latest data received in March highlight that the sector had a rebound of +109% and, according to Sita research, 33% of Italian interviewees were interested in purchasing Italian clothing/underwear. The data from Sita research also show that consumers want to buy: 58% will buy as soon as possible, 23% only if necessary and 19% will wait for the summer sales.
“As usual we will not take ourselves too seriously,” said Alessandro Legnaioli, president of the show, “and we wanted to celebrate the return even more with lightness and energy but above all in complete safety for everyone. Just to allow our guests to work and have fun in total relaxation. As for the measures taken, we were even more inflexible than the official protocol to guarantee a sort of funny ball, a protected island from which to start again. The new configuration of the fair includes, in addition to the traditional stands, also private spaces dedicated to each company: real showrooms, to present the collection in detail.”
“Speed meetings between brands and customers, insights and meetings among operators are also scheduled, ” he adds. “To celebrate the pleasure of meeting again, on July 24 and 25 from 6 to 9 pm will take place outdoors the fashion shows, which have always been the soul of the event. Sofas and sitting areas will be set up within the walls of our magnificent Fortress and the fashion shows will not be presented in a classic format, but animated by dancers, live music and various performers while guests sip a pleasant aperitif. The fair will not end on the 26th because it will continue online until the beginning of September when MAREDAMARE Hub will reopen its virtual doors for a week of live shows with new videos from the companies. But this is a story that we will tell you another day.”
