Trade Shows Going Online

Google is getting into e-commerce and Voguette Lauren Santo Domingo is bringing trunk shows to the web. Now the Pitti trade show is looking to impress itself upon digital culture and debut a digital platform for the masses. “Pitti Immagine will launch two online trade fairs in January as complements to its Pitti Uomo and Pitti Bimbo shows for men’s wear and children’s wear, respectively,” says Women’s Wear Daily. “Retailers will be able to review collections and place orders directly from the site at e-pitti.com/it/” for a full month before the virtual trade shows come to a close.

The move is an incredibly smart one, given the fact that trade shows are notoriously impossible to conquer as they can typically house up to a thousand or more booths. As with Santo Domingo’s move (and Google, with its consumer-curated storefront feature), letting both buyers and consumers play shop on their own time is not only effective, it’s good branding. Pitti’s endeavor will grant its designers increased exposure and promises more eyes on its goods. Other major trade shows should definitely be taking note.

Wool and the Gang at this year’s Pitti trade show.