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CLASS

Italian luxury footwear at a physical exhibition in Moscow

March 26, 2021


Abstract : Thanks to the format studied by BolognaFiere, fifty Italian footwear producers have been able to exhibit their collections at the ongoing fair in Moscow with the support of the local personnel, in contact with Italian sellers via web.

MILAN, March 24 (Class Editori) -- The pandemic does not stop BolognaFiere, which invests once again in internationalization and bets on the huge Russian market with a new exhibiting format that yesterday allowed the physical inauguration of Obuv. Mir Kozhi.

The international exhibition is a showcase dedicated to Made-in-Italy and Made-in-Romagna footwear, where the district of luxury footwear is mainly based. It is a chance to enhance the presence of Italian companies in one of the target markets for the sector's export.

The first edition of this new format successfully ended in October 2020 and the current one, with a higher number of attendees, will last until March 26. "It has been a real challenge, but we are proud to be the only association worldwide who have been able to organize an exhibition abroad in such a difficult moment," Antonio Bruzzone, General Director of BolognaFiere, said.

At the Obuv. Mir Kozhi, ongoing in Moscow until March 26, more than 50 Italian footwear manufacturers are exposing their collections that express Made-in-Italy footwear quality and tradition. The edition of October 2020 allowed Italian sellers to reach trade results that can be compared to 80 percent of pre-COVID-19 ones, and expectations are even higher for the current edition.

"In a particularly critical moment for international markets, keeping the paramount contacts in presence in some of the most strategic areas for Italian footwear export is really important," Siro Badon, Chairman of Assocalzaturifici, pointed out.

"Russian market has been less affected by the COVID-19 pandemic consequences than others since its main trade activities did not stop and e-commerce has been and keeps growing for at least five years now. Unfortunately, it is still not possible for our entrepreneurs to enter the country, but we will work together with the Ministry of Foreign Affairs and International Cooperation during next months in order to make it possible again," Badon promised.

"The satisfaction of the exhibitors, who have been able to physically present their samples, and the requests to organize the exhibition again, also in its traditional spring dates, witness the results obtained. We have proposed a physical exhibition where Italian footwear can be appreciated by buyers who are visiting Obuv. Mir Kozhi and, thanks to the knowledge of the market, we have been able to create the best conditions for clients and sellers to meet," Bruzzone added.

Market knowledge, qualified working team, motivation that allow to face organization issues on site and a setting with a high-speed Internet connection are the elements that made it possible to provide Italian producers this commercial opportunity by taking advantage of the timeslots that allow the exhibitive activity and of the possibility to transfer products, while people cannot travel.

Obuv. Mir Kozhi is a full-fledged exhibition with stands where Italian footwear manufacturers' collections can be presented to visiting buyers in the traditional way. BolognaFiere’s knowledge of the Russian market allowed to provide exhibitors an on-site trade network together with Russian personnel with a considerable expertise in the sector and that have been working for years with Italian producers.

The active participation of Italian exporters happens thanks to a digital connection lasting for all the duration of the event and providing a direct dialogue between producers, in Italy, and Russian buyers who are visiting the stands in Moscow, with all the potentials of an active commercial dialogue (buyer-product-producer), which is paramount in sale negotiations. The new format thus guarantees a constant presence of the companies at the fair in Moscow leading to an extremely appreciated dialogue in a moment when travel is not allowed.

The organizational flexibility of this format is an important success factor that allows to face the current inability to make long-term plans and the sudden changes that could be needed during the exhibition.

It is thanks to this flexibility that the spring edition of Obuv. Mir Kozhi could be brought forward by 15 days on the scheduled date, in order to avoid holding the fair in the period when the Russian authorities expect a third pandemic wave.

(Source:Class Editori)

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Keyword: Italian luxury footwear

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