APCOM

The mission organized by the Camera di Commercio di Milano, Fiera Milano, and Lombardia for the Moda Committee which lasts four days in the United Arab Emirates focuses on promoting the new brand "made in Milano". The brand has been created to promote Lombard and Italian life style, besides the most excellent aspects of Italian fashion, design, music, culture, events and food.

This is only the first of a series of travels forecast by "Made in Milano": during next months the Committee will make other diplomatic missions to the United States (New York and Miami), Russia, China and Czech Republic. Giovanni Bozzetti, president of "Lombardia per la Moda" Committee, is satisfied: "For the first time a brand that puts together all the fairs that take place in Lombardia has been created".

There's a reason to explain the choice of Emirates as the target of "made in Milano"'s first mission abroad. The Gulf region is a very important part of global economy. "Recent evaluations of IMF demonstrate that the GDP of the six monarchies of the Gulf cooperation councils has more than doubled during the last four years. It went from 350 billion dollars in 2002 to 791 billion dollars in 2007" explains Bruno Ermolli, president of Promos, a special company of the Camera di Commercio of Milano dedicated to international activities.

According to a research in the last six months Arab press has dedicated big attention to made in Italy: more than 100 articles expressed positive opinions about Italians excellence products.