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The fashion system in the time of Covid-19

The most important sector associations in fashion give their vision on what's happenning in the fashion world. Camera Moda talks to the government proposing solutions to support the second largest industry in Italy.
Reading time 3 minutes

Even the world of fashion makes its voice heard. A few days after the announcement of the government's plans with the CURAITALIA decree, some of the main organisations such as the National Chamber of Fashion, the Pitti fair in Florence, the White fair in Milan and the National Chamber of Buyers gave their vision on how to deal with such an uncertain future for Italy's second industry, making itself the spokesperson for brands, small and medium-sized enterprises and all professionals in the sector.

1. National Chamber of Italian Fashion declares, according to initial estimates, that the COVID-19 situation has a strong impact on the financial equilibrium, the production and employment continuity of medium and small businesses and craftsmanship excellence, at least throughout 2020. The production chain that only Italy boasts in the world is at risk. In a document presented to the government, measures are required to safeguard the jobs of those who work in the sector, financial and tax relief for companies, deductibility of digital marketing activities, to encourage the use of multimedia technologies for the purpose of promotion and sale. Designers, journalists and personalities have taken up the message under the hashtag #togetherwecanstartagain

2. The Pitti being aware of the fact that it will not be a fair season like any other, sends a message of support to its exhibitors and visitors against fear and emergencies. Confirming the dates of June of the event, according to Pitti, it is laying the foundations for the fastest possible restart. By investing in the physical but above all in the digital, the fair has chosen to get involved with innovative and complementary services, which strengthen the effectiveness of relations between companies and buyers. The physical fair will be joined by the e-PITTI Connect digital platform, the online showroom platform with remote interaction methods. Here too the mission is under a hashtag: #PITTILOOKSAHEAD

3. White and Confartigianato join forces to give voice to the need of small and medium enterprises in the fashion sector to receive economic support. A new association is born under the name Together We Are Stronger, whose aim is to turn the spotlight on the state of uncertainty of companies and its employees and to propose a dialogue between them and the institutions. On Instagram the companies involved will use the hashtag #WHITEINSIEMESIAMOPIUFORTI

4. National Chamber of Buyers, through the statements of President Tombolini, proposes to skip the presentation of the 2021 summer collections to allow companies to dispose of all the unsold items of the current collections. The idea of Tombolini awaits to be evaluated together with the main fashion players and is the result of careful consideration of the trend of Italian retail, destined to lose between 15% and 25% of sales in a year.

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