MADE IN ITALY THE CHALLENGE TO INTERNATIONAL MARKETS STARTS FROM NAPLES.

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redazione PINO ATTANASIO

direttore responsabile RAFFAELE CARLINO

THE “MEET ITALIAN BRANDS 2024” KICKS OFF, THE FIRST FASHION EVENT IN ITALY

DEDICATED TO COMPANIES IN THE CLOTHING SECTOR THAT

THEY DISTRIBUTE THEIR OWN BRAND THROUGH FRANCHISING

RETAIL

AT THE OLTREMARE EXHIBITION IN NAPLES

MADE IN ITALY THE CHALLENGE TO INTERNATIONAL MARKETS STARTS FROM NAPLES.

THE “MEET ITALIAN BRANDS 2024” KICKS OFF, THE FIRST FASHION EVENT IN ITALY

DEDICATED TO COMPANIES IN THE CLOTHING SECTOR THAT

THEY DISTRIBUTE THEIR OWN BRAND THROUGH FRANCHISING

RETAIL

AT THE OLTREMARE EXHIBITION IN NAPLES

80 large and small Campanian companies participated in the event, with over 1 billion

of turnover and around 20 thousand employees including related industries, and over 100 foreign buyers from

35 countries and 5 continents.

Naples, 22 January 2024. Projecting companies and brands in the fashion sector in Campania onto the markets

international, favoring their consolidation and economic-commercial development. It’s the goal

of the promotion and internationalization program ‘Meet Italian Brands 2024’, from 22 to

24 January 2024 in pavilions 5 and 6 of the Mostra d’Oltremare in Naples.

This is the first B2B fashion event in Italy dedicated to networking and relations with the markets

abroad which allows companies in the total look clothing sector to distribute their own

brand through Franchising & sales channels Retail to make its offer known

production and dialogue with fashion sector workers from the rest of the world.

Over 80 selected large and small Campanian companies attended the event

through an Expression of Interest issued by the Campania Region, which in total

they reach over 1 billion in turnover and approximately 20 thousand employees including related industries.

  Over 100 foreign buyers.

The ‘Meet Italian Brands 2024’, developed in line with the strategies identified by the Region

Campania and the Regional Table of Fashion and Design (MODEC), was supported by a series of

sector events held in Naples during the three days of the event.

An innovative format that is not just “exposure, contacts and sales”, but also comparison and

educational growth, between models of innovation and deepening of the roots, in a narrative

unit rich in history.

The project involves: Campania Region, ITA-ICE – agency for internationalisation

(promotion of the event abroad and incoming buyers), Ministry of Foreign Affairs e

of International Cooperation, Confindustria Campania and Unione Industriali Napoli

(promoter), CIS-Interporto Campano – Nola Business Park (promoter), Mostra d’Oltremare

Spa (implementing body), University of Campania Luigi Vanvitelli (training and culture of

fashion), and has as partners SMI – Sistema Moda Italia, Assocalzaturifici, Museo della Moda

Regional.

The promotion and internationalization project

B2B meetings planned between participating companies and selected buyers, invited and hosted by ITA-

ICE, interested in developing the Italian brand on their market and coming from 35 countries and 5

Continents (America, Asia, United Arab Emirates, Europe and Africa).

Furthermore, for the occasion, the dedicated internet platform “365

SMART”, promoted within the network of 78 foreign offices of the Agency and on which they were created

digital showcases reserved for each individual participating company.

The buyers present did not limit themselves to meeting the companies in the exhibition spaces set up at the Show

from overseas, but they also had the opportunity to physically visit the factories

production. In this way the fashion sector of the Campania region will be valorised in all its aspects

components, making it an all-round experience.

The panel of works is completed by the inauguration conference in the presence of the main participants

local and national authorities, from a series of talks and other independent events scheduled in the centre

historian of Naples from the “Luigi Vanvitelli” University and the Mondragone Foundation,

which will involve the city in an event of culture and business.

The Fashion Sector in Campania

The initiative is part of a broader strategy involving the main institutional players in the area

in the sector together to enhance one of the most extensive and complex supply chains on the local scene and

national. Campania, in fact, with 27,000 companies, is the second Italian region by number

companies active in fashion. A system driven mainly by micro (33%) and small companies

(60%), which confirms its significant presence in the panorama of the international fashion system,

with a turnover estimated at over 15 billion euros and 110,000 employees (9% of the national figure and

50% of that of the South in reference to the number of employees and that of companies).

The regional TAC supply chain (textiles, clothing, footwear) is the most extensive and articulated, and furthermore it

complete with accessories, goldsmithery, eyewear, cosmetics.

The territorial concentration in some areas determines real specialized hubs, as happens

for Avellino (tanning), Aversa (shoe manufacturing), Marcianise (goldsmith), Caserta (textiles, silk), area

Vesuviana (clothing), Casalnuovo-Arzano (tailoring), Nola (logistics and distribution).

But it is also a sector characterized by innovation and supported by research and high-end centres

active training in experimenting with sustainable fabrics and innovative clothing,

through the design of technological trajectories capable of responding to quality needs in

production according to the expectations of foreign markets.

STATEMENTS

Antonio Marchiello, Regional Councilor for Productive Activities: “Fashion in Campania means

culture and values. The fashion table of the Campania Region – Modec carries out this type of

activities through international events and the Meet Italian Brands is certainly an initiative

commendable. Three days of meetings between foreign buyers and companies that we have selected and which

they represent the best of the Campania region. Thematic meetings and initiatives

for young people in terms of training and work”.

Maria Caputo, Delegate Councilor Mostra d’Oltremare: “We are always happy to host

useful events to promote Campania excellence in strategic sectors such as fashion

an important history and weight on the regional and national economy. The appointment with Meet

Italian Brands 2024 represented an unmissable opportunity for professionals, experts and

enthusiasts of the sector who want to be known and appreciated all over the world. The MoO thanks

with its spaces and its international vocation it is the right place to highlight talent

homegrown in the fashion sector. We have worked so that this edition can be the first of a

annual event capable of growing and involving more and more companies”

Luigi Giamundo, president of the Fashion section of the Naples Industrial Union and delegate of

Confindustria Campania at the Made in Sud project: “The Fashion section of the Industrial Union

Naples is engaged in a major systemic action to project companies onto the markets

international. The Meet Italian Brand event is the result of great teamwork and a

virtuous circuit that we have activated in the area for some time thanks to collaboration and

dialogue between territorial actors and important national partners such as ITA-ICE. Thanks to

participation of the Region and other partners, a new course is started with the aim of

assign to the Campania Fashion System the role it deserves in the national panorama and

International”.

Claudio Ricci, CEO of CIS-Interporto Campano – Nola Business Park: “We have

welcomed with satisfaction this initiative promoted by the Campania Region in support

of the internationalization of Campania companies. I like to remember that, about a year ago, at

the Nola Business park hosted the first edition of Meet Italian Brand and it was a real success

memberships and presences of foreign buyers. The Campania Region and the councilor Antonio Marchiello have

confirmed the desire to make it a fixed, annual event capable of being appreciated

the product of our companies to the world market”.

Giovanni Francesco Nicoletti, Rector of the “Luigi Vanvitelli” University of Campania “Our University has invested for many years in training for Made in Italy, creating a

complete and articulated supply chain with three-year degree courses, master’s, master’s, ITS, and recently

an Academy in collaboration with Linea Pelle Milano. The supply chain is completed by a Doctorate

national in Design in Made in Italy coordinated by us with 17 Italian universities. Collaboration

with the Region, the institutions and with the major fashion companies has led to important

innovations and results, such as MODEC – Fashion and Design table in Campania and Officina

Vanvitelli, regional research infrastructure dedicated to innovation for Made in Italy.

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