The fashion philosophy of the future -responsible and committed -although it may seem Manida, is beginning to penetrate the general public."We believe ourselves very sustainable for making online purchases and there is nothing more sustainable than going down to neighborhood stores," says Julia González, director of the IFEMA Fashion Halls.Being sustainable is not only a matter of buying a 100% recycled fabric garment, "you also have to take into account, for example, the distribution process".However, 39% of consumers indicate that materials are the most important ecological criteria when buying clothes, according to the European Fashion Report 2021 report prepared by Yougov, obviating or delegating to the background other problems of the chain of the chain ofproduction and distribution.

A trend of online purchases that the Coronavirus pandemic has come to alleviate."It has been a turning point," says González, who advocates the proximity trade and to recover the sensory experience that involves going face -to -face after having spent so much time locked up.The touch of a piece, see how an eyelet is sewn, how the garment is lined...That "cannot be seen through a screen".

Hence, Momad, the International Fashion Hall, Footwear and Accessories, which will be held from February 4 to 6, is recovering at a good pace, with about 160 exhibitors that represent more than 280 brands, most Spanish, followedof the Portuguese and the Italian.Without neglecting that "our country is a bridge between Latin America and Europe", a situation that is also reflected among manufacturers, distributors, importers and buyers.

Professionals who take advantage of the transversality of the intergift fairs -International Gift and Decoration -Bhestex, MadridJoya and Momad to provide their businesses with everything necessary for the new purchase experience that the customer seeks."Now in a store you can find shoes, bags or jewels to facilitate that the buyer can leave the store with the 'look' complement and even with a furniture".But it is not the only thing that has changed, so has the national product for which it leans.«In footwear it had always been the great power.He came to have his own and successful fair about ten years ago when he was a reference in the manufacture of shoes, highly valued today, ”explains González, being present at international fairs, such as Milan's, which is the one who enjoysRight now more prestige in the sector."We are now trying to gradually recover the land lost in this aspect," with exhibitors such as the Centennial Rioja Victoria brand, which continues to gain adherents among young people with 300 models per season, Pretty Ballerinas with their desired manoletinas or masted.

The footwear has been replaced by the event sector - models and party accessories - in the list of preferences of foreign buyers, especially in those from the United Kingdom and Africa."It is one of the most powerful branches," says the director of the IFEMA fashion rooms, which reveals that, for the first time, the fair collaborates with AICI, the International Association of Image Consultants, to show professionalsof the sector the importance of image advice.An increasingly claimed specialization that allows shops to offer a more personalized service to the final customer improving the purchase and return experience, with direct impact on sales and customer recurrence.An added value that adds to conferences and forums on sustainability, digitalization and support for young talents.