The MAN With the PLAN!

There’s never a dull day for Antonino Laspina, Trade Commissioner of the Italian Trade Agency (ITA). And with 70 “Made in Italy” brands about to showcase their wares at COTERIE this season, Laspina has had a particularly busy start to the year. With the total export of Italian fashion to the U.S. continually growing and valued at a record high, the Italian Trade Agency is expanding its focus across the country with new initiatives, more trade shows, and even bigger events. Here’s a glimpse of what’s in store for 2023 and beyond.

What is your outlook at the start of 2023? What are you most looking forward to?

The Italian Trade Agency (ITA) is now hosting more trade shows, networking events, and consumer-facing events than ever before to support Italian brands as they recover post-pandemic and look to the future in more regional American markets than ever before. Simultaneously, we’ve been able to provide digital solutions proprietarily designed to enable Italian brands to do business more easily and effectively with American wholesaler and retailer partners. Our presence and impact in the American fashion market has grown exponentially, as has the successes of the best “Made in Italy” brands we’re honored to support.

How are you feeling ahead of another busy February?

COTERIE is always highly anticipated because it allows us to bring two sides of the womenswear world together and fosters trade through personal relationshipbuilding. The challenges of COVID-19 travel restrictions will not soon be forgotten, so the Italian Trade Agency treasures opportunities to reunite brands and buyers face-to-face. Plus, we just wrapped up the Chicago Collective menswear show, where we sponsored 62 of the best “Made in Italy” brands to show their collections to U.S. retailers, so this is a tremendously busy month for us.

What has been keeping you busy lately as ITA brands get ready to return to NYC?

This season ITA will sponsor 70-plus brands at COTERIE, positioned together on the show floor in our dedicated Italian Pavilion. As always, we’re dedicated to supporting our brands to ensure they are set up for success during the precious time they have with U.S. retailers. Logistically, this task requires an enormous amount of preparation, but it’s also equally important to us to create memorable experiences for U.S. retail buyers attending the show that convey the Italian lifestyle that everyone aspires to, no matter where they’re from.

Is there anticipation among the brands ahead of COTERIE?

The anticipation has grown more profound than ever. ITA is dedicated to supporting our brand partners and is highly invested—not just in the economic sense, but emotionally as well. It’s a joy to support their wins, and we’ve seen some big ones lately. Some of our COTERIE brands, past and present, have been picked up by world-known retailers of the highest caliber, like Saks Fifth Avenue. We’ve amassed some impactful “proof of concept” for Italian brands, which proves that relationship-building and consistency in marketing messaging and content creation can absolutely result in the international expansion every entrepreneur dreams of.

Are there any new ways that the ITA is supporting Italian brands this season?

This season, we will be hosting a lounge in the center of the Italian Pavilion, which in the mornings will host a complimentary espresso bar and afternoon aperitivo with Italian-curated cocktails and bites. We’ve commissioned famed fashion illustrator Meredith Wing to create stunning artwork for the lounge, and we’ll have an impressive Italian wanderlust-inspired “floral flash,” which is sure to be a showstopper—and an Instagram dream!

Do you have many new brands this year?

About one-third of our 70 presenting brands will be new to the COTERIE show. There are many new designers to discover in the categories of women’s RTW, handbags, shoes, and fashion jewelry, as well as our perennial favorite returning brands.

By FREYA DROHAN

How were brands feeling after 2022? What were some positive takeaways?

We saw a continued post-pandemic comeback for our brands in 2022. Thanks to the resilience and the spirit of the Italian entrepreneurs—and certainly thanks to the measures adopted by the Italian government—we’ve seen a growth of the Italian export in the U.S. in many sectors, and fashion has been among the best performers. At the end of 2022, we estimate an approximate 15 percent growth, while at the end of 2021 the growth was approximately 54 percent. Combined, the total export from Italy to the U.S. has shown continual growth, and we estimate an all-time record of export around $70 billion at the end of the 2022.

What have been some highlights for the ITA since we last spoke in September 2022?

Sustainability will continue to play a central role. We must continue to communicate on product specialization and transparency as production cycles are scrutinized for their sustainability commitments, both environmental and social. The ongoing beIT campaign will continue to grow its positive impact. The best-inclass quality associated with “Made in Italy” remains ingrained in [the minds of] baby boomers and Gen X, but where we’ve seen remarkable ethical shifts is with younger generations—specifically younger millennials and Gen Z—who have a refreshed desire for quality and nondisposable purchases that when cared for will last a lifetime. This changing consumer ethos bodes very well for “Made in Italy” fashion and accessories; younger generations care more about life cycles of goods, sustainability, and passed-down production techniques. It’s also worth mentioning the two promotional campaigns ITA conducted across multiple floors of Saks Fifth Avenue, introducing new and emerging designers from Italy. We also had a fantastic experience with our NYC shopping festival “Italy on Madison,” where we collaborated with Manhattan’s Madison Avenue business district and approximately 80-plus Italian brand commercial activities, promoting the Italian lifestyle for an entire week.

What are some initiatives you and your team are working on for this year?

ITA will be debuting its first-ever fashion “road show” starting in March in Los Angeles and then moving to Dallas, Miami, and Atlanta, bringing new Italian brands to regional U.S. markets via B2B appointments with retailers and buyers. This spring, we will unveil a new site refresh for EXTRAITASTYLE, ITA’s proprietary digital platform with wholesale tools designed to make it easier for American retailers to discover 100-plus Italian brands online. We have a busy summer ahead partnering with the Cosmoprof North America beauty show in Las Vegas, the Feel the Yarn show in NYC featuring world-class Italian yarns, and the National Bridal Market show in Chicago. Then we’ll move directly into supporting the next round of U.S. fashion trade shows in the fall previewing Spring/Summer 2024 collections, followed by the Functional Fabric Fair in Portland, Oregon, highlighting Italian technical fabrics—plus, a few more yet-to-be-announced surprises!