Physical and digital: in Milan the new trade fair experience is with Always On


TheOneMilano, the new women’s fashion show resulting from the merger between MIFUR and MIPAP, launches for its 2018 September edition (scheduled at FieraMilano City from 21 to 24 September), the virtual trade show Always On, where visitors (business customers who own fashion boutiques and leather stores, concept stores and department stores) and exhibitors will have the opportunity to see and choose the garments to exhibit at booths so as to create customised combinations between the collections proposed.

The goal? To further personalise and make more effective customers’ participation in a trade show at a time of the year, that of Fashion Week, which is very busy and full of appointments, and to facilitate professional and commercial comparisons, even from a distance, between buyers and exhibitors. The platform, financed by the Lombardy Region and created on an ad hoc  software, gives buyers the chance to conduct private and customised searches across digital collections, using filters such as macro commercial categories, price, brand and even booth number.

Exhibitors, in turn, can decide autonomously what type of information to enter and will have cyclical insights to understand what is most requested. This is not a virtual marketplace that replaces the physical one at the trade show, and no direct sale will be concluded on the platform; rather, it is a new way of conceiving the trade show experience and of making two protagonists of the trade show get together in a both real and digital setting.