18 MARCH 2020

Pitti Uomo 97. Our analysis on Print, Web, and Social

photo by

According to the official final figures, the January 2020 edition of Pitti Immagine Uomo saw a decrease of around 10% in the total attendance compared to January 2019, but this drop didn't affect the significance of the tradeshow – that is, a global reference point for menswear. Regarding Pitti Uomo 97 (January 7-10th), "there were around 21,400 real buyers, of which more than 8,300 came from abroad, dimensions that only Pitti Uomo can boast on a worldwide level", says Agostino Poletto, General Manager of Pitti Immagine. Just take a look at the ranking of the 20 most important markets at Pitti Uomo: Germany, Japan, Netherlands, United Kingdom, Spain, Turkey, France, Switzerland, Belgium, United States, Russia, South Korea, China, Austria, Greece, Portugal, Sweden, Denmark, Canada, and China-Hong Kong.

Given the importance of this event, we decided to analyze its media impact on Print, Web, and Social media. DMR Group experts monitored our Panel from Jan 1-16th with a focus on the official keywords, including #PittiUomo, #PU97, and #PittiUomo97. See below for highlights from the analysis that you can download at this link.


Pitti Uomo 97 gained a total Earned Media Value of almost €36M. Print magazines represented 80% of this result, while Web and Social Media cover 15% and 5%, respectively. The data confirms that the event is successful on traditional media where there was large support of the tradeshow at the Fortezza da Basso.

 Pitti Uomo 97

There were 1,633 online articles focused on this edition of Pitti Uomo with a monetary value of over €5M. We found web content on the event in 33 of 46 countries of our panel. The top 3 countries by number of articles were: Italy, by a significant margin with 831 editorials, followed by USA with 114 and the UK with 93.

 Pitti Uomo 97

Looking at Social Media, there were 1,496 total posts for a reach of 54,016,951 and a monetary value of almost €1.8M. Instagram was the most used platform, representing 65.4% of the total content and more than 80% of the Earned Media Value generated on Social. Regarding the category of authors, Media/Journalists made the highest number of posts (51% of the total quantity), but Celebrities and Influencers reached the highest value (46% of the total EMV). Celebrity soccer player Claudio Marchisio (Italy) provided the most value for Pitti Uomo 97, making 6 posts equivalent to more than €200K EMV.

These are just a few highlights of our analysis of the latest edition of Pitti Uomo. If you want to know more, request your copy of our Pitti Uomo 97 report at info.emea@dmr.st.