Florence hotels scare off buyers at Pitti Uomo

By

Dominique Muret

Published
Jun 18, 2015

With around 30,000 visitors, Pitti Uomo has become a windfall for Florentine hotels, which are continuing to increase their rates during the show, so much so that many exhibitors and buyers have complained in recent seasons. 

The criticism was indeed leveled in the aisles of the Fortezza da Basso, which hosts the event, regarding the exorbitant prices charged by hotels for "rooms with minimal amenities."

"We found that our customers, particularly retailers from top department stores and stores in Asia, have curtailed their stays in Florence because of this problem. It’s one of the reasons that made us leave Pitti Uomo," said the CEO of a luxury brand that long participated in the men’s fashion exhibition. 

"We prefer to organize a special event at the same time as the trade show in a prestigious location in Florence, when Pitti Uomo begins and where there are the biggest crowds. This way, we are sure to meet all the most important buyers," he said. 

As for the show’s organizer, Pitti Immagine, it is trying to minimize the phenomenon, which also affects other major cities during these kinds of events. Over the past several seasons, the crisis has pushed buyers to streamline their trips, especially in Europe for the various trade shows and Fashion Weeks, reducing the number of days and the people on the move. 

But the city of Florence is now taking the issue very seriously. The mayor himself, Dario Nardella, did not hesitate to pick up the phone in order to ask hotels to make an effort, suggesting that they establish special rates based on several-day packages  for those participating in the show!