Pitti Uomo menswear show opens WeChat account

By

Dominique Muret

Translated by
Nicola Mira

Published
Dec 21, 2018

The Pitti Uomo menswear show has boosted its international presence by opening an official account on WeChat. While show organiser Pitti Immagine always refused to replicate its events in China or elsewhere, it has now decided to establish a concrete connection with this market, whose huge potential make it a coveted target for other trade shows too. The launch of Pitti Immagine WeChat is planned for January, in parallel with the menswear show's 95th edition, scheduled in Florence from Jan. 8-11, 2019.
 

Pitti Immagine put the project in the hands of its Chinese press office in Shanghai, whose job it will be to feed the account during Pitti Uomo 95 with "China-specific content, including interviews with local buyers and media." The Pitti Uomo website also indicated that, on the account, "it will be possible to follow and share all of the show's main events."

WeChat, owned by online giant Tencent, is China's number one social network with over one billion users and, as Pitti Immagine indicates, has become "the equivalent of Facebook in China, as well as one of the most influential means for the Chinese to keep up to date with news, information and brand marketing campaigns." In other words, a presence on WeChat is a must to have any sort of visibility in China.