The result: a high level of sharing and a plenty of interactions. The topical word of the moment is phygital, which is a terminological attempt to assemble, in one single dimension, two concepts, namely “physical” and “digital”. When it comes to fashion, the term applies to almost everything, at this point: runway shows, relations with buyers and suppliers, store management. And fairs as well.
As further proof of that, there we go with the experience of Lineapelle – A New Point of View, the exhibition event held at Fieramilano Rho on 22-23 September 2020. The trade show, as highlighted in a press release, “let the 326 exhibitors taking part meet a lively audience of buyers, showing all its determination and desire for recovery”. On top of that, the event launched its phygital mode. n other words, a series of streaming events collected in a diversified online programme called Physical Fair in a Digital World.
Plenty of interactions
“Thanks to a well-organised busy programme of streamed events – pointed out Lineapelle –, A New Point of View attracted, over two days, more than 120,000 interactions from 30 countries on the social platforms of YouTube, Instagram, Facebook and LinkedIn (click here to watch all the events, editor’s note).
Three recommended routes. The first: live streaming of the Creative Trends. In other words, presentations of fashion trends for winter 2020/2021 curated by the Lineapelle Fashion Committee. The second: Brand Spot Videos featuring “some of the exhibitors at A New Point of View, who shared their latest collections, top products and company vision”. The third: live streaming of Industry Trends, in real time inside the D-house technological space in collaboration with Lineapelle.
A set of stimulating and previously unseen performances whose “common denominator was Tech & Customisation Bespoke and the merging of technology, creativity and artisan manufacture”.
Yet, the social impact of Physical Fair in a Digital World has gone beyond: “A brand new entry, spot on and particularly popular – commented Lineapelle – was the Caddie digital service”.
Actually, a live one-to-one streaming on request (in the picture, right), putting exhibitors at A New Point of View in remote contact with several important top customers in China (such as, among others, Belle International and Kangnai), Japan, Brazil, the United States and South Korea”.
Although “A New Point of View closed its stands”, Lineapelle virtual dimension keeps going. In fact, next step will be entering “another new phase: 365 Showrooms, a digital project that is going to provide all its exhibitors with the opportunity to have a digital showcase, actively running and open 365 days a year”.
- Milan’s response: the 5 fairs have welcomed over 16.000 buyers
- A New Point of View sends confirmation messages of pragmatism and quality