Covid Transforms Europe’s Trade Shows
Covid-19 transformed Europe's trade shows. After an upbeat start in January, by mid-year they were either fully digital or hybrid. Here, fabric & yarns expert Janet Prescott shares her insights into the wool trade in this most unexpected of years. A Digital Transformation for European Trade From Pitti Connect to Première Vision, Milano Unica and Filo, efforts to stage exhibitions during the pandemic, whether completely digital or hybrid, forced full-speed acceleration of e-commerce. Sometimes barely profitable due to reduced footfall, they worked. Online visits to virtual showrooms led to contacts and real sampling enlivened by new designs. Growing usage of social media for information and contact down the supply-chain proved game-changing. Wool made its presence felt throughout as a sustainable and technical fibre. The Woolmark Company, participating at Pitti Uomo, joined the first video of Pitti Connect Conversation in its capacity as technical partner to ultrachic Luna Rossa yachting.