WHITE goes Phygital and launches B2B MARKETPLACE A physical and digital project under the banner of inclusion
Aiming to develop collaborations with the top international players in the fashion scene, WHITE has entered a partnership with Picaflor Editions – organizer of the trade fair Playtime – to offer its exhibitors one the most advanced B2B platforms on the market, which for years has been used by brands and buyers from across the globe. Unlike many other platforms, WHITE B2B MARKETPLACE offers the businesses the possibility to be online for 12 months and interact with a wide network of Italian and international retailers, which, in turn, enjoy great online visibility on the platform. Thanks to the consolidated network of Picaflor Editions and WHITE, the B2B platform can reach a considerable inflow of international buyers, as well as the most important Italian retailers. WHITE will also involve its whole buyers database (67.000 contacts) on the digital platform, so as to maximize the interactions between businesses and clients. The brands can invite and contact not only their current clients, but also potential new clients selecting them on the marketplace, as well as involve their whole commercial and distribution network to further advance their business in a capillary way. The platform is multilingual, and the prices are available in the main currencies. Additionally, a customer care service is guaranteed also in Italian. WHITE digital project, which will be active for the September fashion week, is an inclusive platform and an aggregator, bringing together countless different entities, such as the showrooms and the retailers, which, like the brands, can harness powerful digital communication, and, for those who do not have it yet, an online sales platform. Through a number of international partnerships, WHITE is also implementing some collaborations with tradeshows to develop special buyer-oriented projects, both physical and the digital, so as to guarantee the presence of buyers from the key international markets.
So Sébastien de Hutten, general director of Picaflor: “In this “new world” that we are approaching, we believe in the strength of a group of tradeshows sharing a common goal and a common engagement for the brands and the buyers, rather than for their private interest. We bet on the selection (rather than the quantity) and on quality to meet to the new expectations of a rapidly changing fashion industry. With WHITE we are heralding a message of concreteness, as well as an innovative web entity, which is definitely worth looking at! “”
So Federico Poletti, marketing and communication manager at WHITE: “Thanks to the support of Confartigianato Imprese we are working at an innovative and inclusive web project, which aims to guarantee many fashion insiders not only the opportunity to have an online showcase, but also to access a series of services offering far more than B2B, as well as a focus on the physical world”.
And in the sign of phygital (physical and digital united) WHITE together with BEST SHOWROOM – the new association that collects over 50 of the most important Milanese showrooms, CBI-CAMERA ITALIANA BUYER, CNMI and the Municipality of Milan launches the MILANO LOVES ITALY project to support the Italian supply chain with all its companies and above all to reassure foreign professionals that Milan is working and is ready for September with renewed energy and enthusiasm. A format which will combine both physical and online events in September for the fashion week: an inclusive and choral movement that will connect for the first time all the fashion professionals and insiders concretely united for the restart of Milan. And thanks to the support of Confartigianato Imprese, an important communication project with digital focus will promote, chiefly internationally, not only the role of Milan and its September Fashion Week, but also the digital B2B platforms of WHITE and BEST SHOWROOM realized by WX ITALIA, which will allow to reach all the international buyers who will not be able to be present in Milan physically.
