Modaprima
International exhibition of knitwear and clothing organized by Efima and promoted by Moda Industria, the Italian association of clothing and knitwear industrialists. The event, which is traditionally held at Milan Fair, takes place in December and June to present the Fall-Winter and Spring-Summer collections. One of the features of the event, aimed at mass markets, is to enable the quick introduction of new stock, thanks to the pre-programming of orders.
&Quad;2002, June. The Fashion Store Service was introduced, a pavilion dedicated to interior décor and visual merchandising. For this edition, the 52nd, there was a growth in foreign visitors (+51%) and exhibitors from China (10 in total). The event was organized for the first time by Luigi Ciocca, the new president. It was announced that the event intended to focus increasingly on small-scale dealers. Models For a Day was the novelty of the Fall edition. A photographic set was arranged for visitors aged 18 to 25. The resulting photographs were used to select the face for the advertising campaign of Modaprima 2003. The visitor numbers increased, particularly those from Asia, Denmark and Austria.
&Quad;2003, June. For the summer edition, the conference space hosted a workshop entitled Visual merchandising and purchases: a winning partnership. The drop in visitor numbers, especially from the Far East, was attributed by the organizers to the outbreak of SARS.