‘Phygital’ Mipel show to take place in Seoul
The ninth edition of leading Italian leathergoods fair Mipel’s leather showroom in Seoul, South Korea, is due to run from Tuesday, April 13 through Friday, April 16.
Despite the negative impact of covid-19 upon the traditional fair model and selling environment, Italian exports to South Korea were up 0.5% on the previous year by 2020’s end, Mipel said. As a result, the North-East Asian nation was the third largest export country for Italian leathergoods last year, rising one place since 2019.
As with October 2020’s event, Mipel will return to the South Korean capital with a show of autumn-winter 2021 goods in “phygital” (a mix of physical and digital) format, supported by Italy’s Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency (ITA).
Though not physically present in Seoul due to pandemic-related travel restrictions, Italy’s vendors will be available to meet Korean buyers via Zoom. Meanwhile, Assopellettieri, the main representative body of leathergoods manufacturers in Italy, will once more provide a team of in-situ representatives, trained to show and sell on the Italians’ behalf.
Mipel and Assopellettieri general manager, Danny D’Alessandro, commented: “Being at the ninth edition of our flagship event abroad is testament to its success, both among companies and the buyers who visit it.
“Over the years, we have renewed the format of the event in order to make meaningful contributions: last October, we were the first to propose and experiment with a hybrid proposition, with the collections physically present and set up ad hoc to be viewed by buyers and company representatives and, on the other hand, presented virtually through Zoom video calls.”
