THE EIGHTH edition of Italian swimwear salon Mare d’Amare, which closed on 20 July, is said to have attracted some 9’000 trade visitors, boosting attendance by 3 per cent year-on-year. Thanks to an online version of the salon, however, exhibitors and trade buyers continue to do business until December 2015 when wholesale ordering for S/S 2016 deliveries comes to a close. The digital version of the salon is said by exhibitors as well as by the organizers to be proving particularly effective in generating sales. Cited as an example, Maryan Melhorn country manager Enzo Tatti said that, thanks to the boost it has provided for follow-up orders, the online facility accounts for around half of the brand’s sales in Italy.
The success of the digital version of the salon should incite other bodywear trade fairs also to provide exhibitors with an opportunity to sell online to trade buyers unable to visit their events.