MAREDAMARE ATTRACTS MORE OVERSEAS BUYERS

The 17th edition of MaredaMare, the international beachwear trade show held from 20-22 July in Florence, saw a slight increase in foreign buyers despite the global air travel disruption caused by last Friday’s IT crash, which led to the cancellation of tens of thousands of flights.

The Show featured over 250  high to medium high end collections, representing the largest offering with fashion shows, workshops, networking opportunities and for the first time, an exceptional trend forecasting session on beach trends for 2025.

There is a confirmed slight decline in the number of Italian customers. This now a physiological trend for the domestic market. We have seen an increase in foreign guests. On Saturday 20th July despite the challenges of international transport, the growth was 16% even with over a hundred buyers unable to attend the Fair due to travel disruptions. This growth rewards the internationalisation efforts we hae undertaken since 2021, supported by collaborations with the ICE Agency and Fashion Sfera. The feedback on the Fuordacqua offsite event, which brought successful in-store events throughout Italy, was excellent. The partnerships we have established with trade shows adjacent to beachwear now allow us to offer new content to our visitors as well as greater visibility.”

Alessandro Legnaioli, President of Maredamare

Workshops held at the Show were highly appreciated by visitors. On Saturday, Maredamare presented a trend forecasting session for the summer 2025 themes for the first time, whilst on Sunday, Massimiliano Alvisi from Shop Survivor provided practical insights into the tools available to stores for growth.

THE COLLECTIVE SHOW