Italian spring-summer 2011 clothing and accessories pre-collections will have an exclusive preview in the US a couple of months in advance, thanks to the Première Vision Preview in New York from 11 to 12 January. The small-medium sized trade fair is a prelude to more important events such as the Paris Première Vision and Milano Unica, but precisely the limited dimensions and seasonal timing (the last edition was held in July) make this an extremely important event for consolidating business relations.

The Italian Trade Commission will be coordinating a group of approximately 30 firms, chosen from among Italy’s best, who eagerly await the event. American visitors and operators are well versed in Italian style and quality in the textiles sector, and will have no difficulty in appreciating the delicious silk, soft wool, and comfortable cotton produced by the most important textiles districts (such as the Piedmont, Lombardy and Veneto districts, just to name a few). The addition of marvellous, precious mother of pearl buttons, satin ribbons and lace will ensure the triumph of Made in Italy products.

The firms will be grouped by specialised product sections called “style universes”, without individual pavilions for each country. Italian firms shouldn’t be difficult to find inside the four areas dedicated to textiles (Seduction, Distinction, Relax and Pulsation) and the fifth area for Accessories, given their high standards of quality and excellence. Italy’s high aims for this fair find motivation in last year’s figures, when Italy took top position for number of exhibitors.

With the careful attention that the American market pays to price, we will need to promote quality as a winning factor, starting from a positive position: the US is at tenth place among Italian export markets. The presence of manufacturers from all over the world (ever since 2006, when what was originally a fair for European manufacturers opened its doors to international competitors) will certainly not be enough to intimidate Italian firms: in particular we will be aiming to counter low prices offered by China, one of our main competitors, with the unique quality of Italian finishing for textiles.

For this reason, we have applied very rigorous criteria when selecting firms: only those capable of meeting the requirements for the Modamont Première Vision fair, a specialized Paris event for clothing sector accessories, will be admitted to participate in the New York Première Vision. These requirements (regarding quality and products) will guarantee a similar level of quality for the New York event.