Favorable Exchange Rates Buoy Mood at White Trade Show

MILAN — A mostly positive mood at the three-day trade show White was buoyed by a favorable economic forecast, as well as an encouraging outlook for the Italian apparel industry, although some participants said they’d have liked to see more Americans at the market. The women’s wear and accessories trade fair ran from Feb. 28 to March 2 during Milan Fashion Week. Presented at three adjacent, independent locations in the Tortona design district, 485 brands showed a contemporary mix of apparel, accessories, footwear, eyewear, jewelry and perfume. When he established the fair 15 years ago, founder Massimiliano Bizzi wanted to connect international buyers with small- to medium-size fashion brands and to spotlight the Made in Italy strengths of young native designers. “By now, White’s an institution [among] Italian buyers, but we want to hit the American and Far East markets,” said general director Francesca Cella on the static presence of elusive American buyers despite the positive forecast. “The favorable euro-to-dollar exchange rate makes things more affordable for Americans and allows Italian factories to sell internationally.” Attendance was up, at 19,250 visitors, reflecting a 10 percent increase in buyers compared with the February 2014 edition. Italian buyers registered the largest attendance upswing with a 13 percent

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