GREAT SUCCESS FOR MARE D’AMARE’S SECOND EDITION

The second edition of Mare D’Amare, the only Italian fair dedicated to quality beachwear, was held in Florence from July 4th to the 6th for the first time this year in the Fortezza da Basso. Some of the most important brands in the field- amongst which Christies, Triumph, Playtex, Blumarine, Maryan Mehlorn, Ritratti, Pain de Sucre, Calvin Klein, Andres Sarda and Parah- presented their Spring/Summer 2010 collections.
In direct contrast with current trends, the second edition of Mare D’Amare recorded 4457 visitors versus the 3000 from the previous year. This success was due not only to the quality of the offer, but also to the special formula presented by the trade show which- being organized and managed by professionals who live and know the market inside out- proved to be very close to the needs of field operators. The not-for-profit association Toscana d’Amare was able to plan and realize an ethical and responsible fair with contained costs for exhibitors and with quality services up to standard with the most important international trade shows. All of this framed by a high profile location such as the Fortezza da Basso in Florence.
Mare D’Amare, with its 130 brands, amongst the most qualified in the field, allows visitors to take the pulse of the upcoming trends within the same unit of time and space. Buyers need only one trip to Florence to have a complete and detailed overview of all the Spring/Summer 2010 collections.
Noteworthy was success won by the fashion shows which took place over the course of the three days. These events were held in an exclusive and suggestive area which was purposely set up and allowed visitors to better appreciate the collections presented.
"The project Mare D’Amare – points out Alessandro Legnaioli, President of Toscanadamare – springs from the necessity to give Italy, and Florence in particular, a real trade show dedicated to beachwear created by field operators for field operators. The Association Toscanadamare grasped for the first time in Europe this sentiment and translated it into a mission: dedicating all energies to the good of the beachwear sector, to its liveliness and creativity without compromises; a concept far removed from the commercial logic traceable in other International fairs, nowadays often anachronistic and irritating. Mare D’Amare, therefore, becomes an ethical and responsible stage for the most qualified collections where exhibitors are the real actors and visitors are guests. Perhaps this is why so many have followed us; perhaps because we were able, in the last few years, to transmit our enthusiasm, because our ambitions are ultimately those of our exhibitors."

TIENE IL BEACHWEAR ITALIANO. SI CONFERMA IL COMPARTO PIU’ DINAMICO DI TUTTA LA FILIERA TESSILE/ABBIGLIAMENTO.
LE PERFORMANCE SUI MERCATI ESTERI NEL 2008.

Febbruary 2009

Umberto Amato
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