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Congress at Expo Riva Schuh
A worldwide reference
Expo Riva Schuh (Ers) is today a world reference on
the panorama of European fairs.
This record is due to an almost unique characteristic:
a high number of exhibitors and a perfect
balance between international sellers and buyers.
It is this double characteristic that, once again,
confirms Fiera del Garda as a sort of ‘Unicom’ in a
global context.
This is highlighted in a survey carried out by
Professor Francesca Golfetto (Cermes – Bocconi
University in Milan) commissioned by Anci (National
Association of footwear manufacturers) and presented
today at the fair centre of Riva del Garda.
From the survey it emerges that Ers is at the “hub”
of international exchange, with foreign dealers
exceeding 50-60% of both exhibitors and visitors.”
When it comes to business, Ers beats both Milan’s
Micam and Dusseldorf’s Gds, in spite of these
having a greater number of exhibitors.
This is an important fact when combined with the
statement made by the Undersecretary to the
Ministry of Economic Development, Adolfo Urso,
who during the inauguration ceremony defined Ers
as a Glocal exhibition. “Expo Riva Schuh is an
uncommon fair,” he said, “but highly successful
because over the years it has managed to interpret
the changes taking place internationally and transformed
itself into a Glocal reality. This means
that it has the ability to attract the entire world
to Riva del Garda while at the same time going
around the world presenting its own specialities. It
has therefore been able to internationalise its own
activity before and better than other successful
fair organisations. According to traditional standards,”
he continued, “this fair should not exist,
instead there it is and it represents an important
production chain for the district.”
The survey carried out by Bocconi University highlighted
a second strong point of Expo Riva Schuh.
“This regards the date that it takes place,” explained
Francesca Golfetto. “Ers allows dealers to
contact potential buyers in the initial phase of the
preparation of collections and thus obtain the
first results for the layout of the final collections.
This, among other things, is completely in
line with the characteristics of visitors who in fact
finalise their choice of products with suppliers on a
well-defined basis. What these clients appreciate in
Italians is above all their competence and creativity
that offer an opportunity to go ‘shopping for
ideas’. These same clients are also catered for in
other exhibitions but not in such a specialised way
as in Trentino.”
This aspect also emerged during the round table
talks “Collective marketing in fair exhibitions:
Italians at Expo Riva Schuh” held with Giovanni
Laezza (Director of Riva del Garda Fierecongressi
Spa), Vito Artioli (Anci Chairman), Brigitta Bancher
(in charge of the exhibition), entrepreneurs Virginio
Fidanza (Condor Trade) and Cleto Sagripanti
(Manas), national vice chairman of young entrepreneurs.
Still along the lines of the great work of internationalisation
promoted by Riva del Garda
Fierecongress, next week Director Giovanni Laezza
will be at the Sharjah Expo Centre (just a few kilometres
from Dubai) to finalise the details of the
second Expo Riva Schuh Middle East. July will see
engagements in Sao Paulo, Brazil, in an attempt to
establish a collaboration with the Francal Fair, and
then its on to India for further talks in the hopes
of launching a new fair in 2010.
Meanwhile, Chairman Pellegrini once again tackles
the subject of infrastructures. “We are in urgent
need of more space,” he said. “We have to work out
how to satisfy the continuous demands of exhibitors
awaiting the new fair. We are doing our best to bring
our brand to the world but we also have to be able
to work to full capacity here at home.”
Minister Tiziano Mellarini also stressed the same
subject during the inauguration ceremony of the
70th Expo Riva Schuh. “The time for analysis is
over,” he said, “now we need action. We must begin
to build a modern structure, able to meet the needs
of the market. Expo Riva Schuh is a strong, important
brand and we must protect is on an international
level both through the agreements that Riva del
Garda Fierecongressi is signing with various world
entities and by equipping the fair with suitable structures
that can meet the needs of the market. We
need strong, exploitable brands and this,” he added,
“is an example and it must be protected.”
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