The web proves Milan right. The recent Fashion Week (September 22/28, 2020), in fact, has reached over 43 million plays in the streaming channel alone. And it generated 516,227 direct views. These are the data released by CNMI (Camera Nazionale della Moda Italiana), as result of the processing of DMR Group. Another testimony of how phygital events, which take place partly in person and partly online, have now been appreciated and metabolised by operators of the fashion supply chain. As demonstrated also by the results of the digital projects implemented by Lineapelle during the special event A New Point Of View (September 22/23, at Fieramilano Rho).
The web proves Milan right
Numbers are important. For example, 648 million social users, reached across Facebook, Instagram, Twitter, YouTube and Weibo. “We are very satisfied with this Milan Fashion Week” is the comment of Carlo Capasa, CNMI president, as reported by Fashion United. “I imagine a future with a return to the excitement of fashion shows. But with the new awareness that digital is an essential tool to amplify our messages and create a bridge that brings us closer”.
Doubts swept away
A few months ago, insiders were a bit hesitant about the phygital model and how it would be welcomed by the market. Now doubts are gone. It may also be for the news (at least for the majority of operators), but those events that have chosen this formula have all been successful. A success that could make even the last skeptics change their minds, those that think “digital doesn’t work”. Numbers say otherwise. So we go back to the beginning. That is to the observation that the web proves Milan right.
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