MILAN — Amid an uncertain macroeconomic climate, trade show organizer White Milano is turning the focus away from traditional retail and on to the hospitality and resort market.
In Milan’s Tortona District, the business-to-business event firm last week unfurled “On the Beach, Powered by White Resort,” a new format targeting hospitality and resort retailers. The event debuted with 100 brands in the resortwear segment, emerging as a unique platform for fashion buyers and luxury hospitality operators.
Resort Focus
In an interview, Massimiliano Bizzi, president and cofounder of White Milano and its owner M.Seventy, said the plan is to poise “On the Beach” as an itinerant event in resort hot spots to target international hospitality operators. Market observers see the value of the worldwide luxury hospitality and resort market rising from $115 billion to more than $150 billion in 2026. Hospitality and resort retail teams continue to look for rare, artisanal and wanderlust fashions that stand out from mainstream fashion, Bizzi explained.
“They see us as a way to bring fashion to their guests. Big luxury brands feel too mass-market now because customers can find them everywhere, even in airports. Resort clients want more niche, exclusive products,” he told WWD.
