It is five years since Lineapelle began coming to London with its Trend Selections twice a year and they have steadily grown in importance. This January Spring Summer 2014 was presented and the large auditorium was full for two sessions during the day. Presentations are also done in Paris and New York.
The presentations come with a clever, well displayed set of leathers highlighting how some of the trends are likely to be interpreted. Occasionally, as happened this year, one or two companies have small stands to complete the picture. The venue, an hotel in Soho, is perfect for the event. It is an interesting audience, also, as London is just loaded with brands and retailers where designers need to be kept really well informed and with students which it is useful for Lineapelle to catch at the start of their career.
Imagining a trade fair engaging in such activity would have been difficult just a decade or two ago, and it is significant that it should be an Italian company that has taken the initiative. For all the negative sentiments that surround the Italian economy Italian companies still have a routine skill in great marketing initiatives. While in terms of country branding Spain has done a better job, in Italy companies and industry sectors have an outstanding record.
So congratulations to Italy and Lineapelle for clever, enduring marketing.