Wednesday, October 2, 2019 - 20:32English

50 Italian brands present in Kazakhstan and 30 showcased in Ukraine. Select buyers are expected to attend the two events and the ITA Agency will be providing its operational support

La Moda Italiana@Almaty is back, from 2 to 4 October 2019 at the Dom Priomov in Almaty, Kazakhstan. And so is La Moda Italiana@Kiev, taking place at the Intercontinental Hotel in Kiev, Ukraine, on 7 and 8 October 2019. With these two b2b exhibitions promoted by Assocalzaturifici in partnership with Ente Moda Italia and ITA Agency, the association is continuing to focus on markets that are critical for the equilibrium of Italian footwear exports, at a particularly delicate time, but one that still offers opportunities, for Italian companies looking to these areas.

“There are many grounds for uncertainty for the entire market in the CIS area, both for domestic reasons - from the weak banking and currency system in Kazakhstan to the political and economic crises in Ukraine - and owing to the trade war between the USA and China, the repercussions of which are felt throughout the entire Asian market,” – remarked Siro Badon, Assocalzaturifici Chair. “Italian footwear sales are decreasing in Ukraine in both quantity and value (down 4.5% and 8.9% respectively in the first 5 months of this year, compared to last year), while in Kazakhstan, the drop is even more significant for both items.” “In these conditions,” continued Mr Badon, “our work to support the enterprises that export to these markets for an overall value of almost 27 million euros becomes fundamental. In particular, we need to maintain the market standing gained through positive investments made recently by the companies and we have to be ready to seize the opportunities we have. For example, in Uzbekistan, the market is seeking new men’s clothing and footwear collections, while in Ukraine, the widespread presence of single-brand retail makes it one of the most interesting markets from this perspective.”

“The La Moda Italiana shows in Almaty and Kiev are two strategic platforms for the Italian men’s and women’s footwear companies that have opted to take part,” said Stefano Festa Marzotto, Ente Moda Italia Chair. “Two opportunities to enter into contact with and forge closer relations not only with industry professionals in these two countries, but also with those in their neighbouring countries, thus expanding possibilities for business. 

Consumers in Kazakhstan have become increasingly interested in Italian fashion over the years. The country’s major cities boast a good network of retail stores and shopping malls and the market is becoming more and more structured. At the same time, Ukraine is experiencing a culture of mindful, mature fashion and has always dedicated particular attention to Italian products. What is more, in recent years, after the 2014/2015 crisis, export figures for Italian clothing and accessories have started to rise again. I wish to conclude by underlining one of the most important aspects of these two alliances: the great work carried out in close collaboration by EMI (Ente Moda Italia) and Assocalzaturifici, with the essential support of ITA Agency and its offices located in these countries, with which we have been able to conduct targeted actions to intercept the best buyers and showcase the quality and style of Italian fashion”.

Besides being very useful occasions from a sales perspective, La Moda Italiana@Almaty and La Moda Italiana@Kiev represent a successful partnership between the public and private sectors, with the industry association Assocalzaturifici, the Ente Moda Italia body and the Foreign Trade Agency working together to build platforms for the internationalisation of Italian companies.

We must continue conveying this vital winning formula in business events to enable companies to carry on cornering markets that are crucial for the footwear industry and for Italian-made accessories in general.

50 Italian total look brands are present in Almaty, the only industry event to promote and consolidate the export of Italian fashion, footwear, clothing and accessories throughout the entire central Asian market Assocalzaturifici has been investing in the Central Asian market for 15 years now, through a project that started out as a platform for launching Italian footwear brands, Shoes from Italy, contributing to the deep-rooted and widespread promotion of Italian products along the distribution chain throughout the whole of Kazakhstan. In 2018, the event was enriched with “total look” products, thanks to the strategic partnership with Ente Moda Italia, with a view to creating a landmark event for all distributors interested in Italian fashion.

The event takes place in one of the most prestigious spaces of the financial capital of Kazakhstan, the Dom Priemov, and relies on the direct operational support of the Almaty office of the ITA Agency, which is creating a campaign for promotion and for the scouting of select buyers: an incoming programme of 60 retail and distribution players, from all provinces in Kazakhstan, and from Uzbekistan, Kyrgyzstan and Tajikistan.

30 brands are instead present in Kiev for the second event in the CIS area of the programme promoted by Assocalzaturifici. It is the only event in the country dedicated to b2b in the fashion, footwear and accessories industry, and it will be taking place at the Intercontinental Hotel in the Ukrainian capital. This event is eagerly awaited every six months by leading retailers, in a city which, after years of hardship, is relaunching itself in the pursuit of closer and closer collaboration with Italian enterprises in the sector, following the path paved by the economic and cultural affinity that has always been particularly strong.

Thanks to the operational contribution of the Kiev office of the ITA Agency, which will help organise the event by creating an incoming programme of 30 select buyers from all the country’s regions, La Moda Italiana@Kiev has taken on an even more strategic role in a particularly complex international setting in terms of political and economic relations between Ukraine and nearby Russia, which makes it necessary to directly corner a market that has always dedicated special attention to Italian-made goods.

Press release


Milan, September 2019