Italy - UK Partnership

PARTNERSHIP | Summer 2019 24 W hite&Poles Communication Ltd is a London based company and a member of the Italian Chamber of Commerce and Industry for the UK. With experience in editorial projects, the company is solely focused on the outdoor sector as it is digital publisher of two web magazines, MountainBlog Italy (the original platform for the Italian customers) and MountainBlog Europe (founded in June 2013). The above online blogs are B2B portals addressed to 5,000 of the most demanding trade operators, retailers and professionals who are looking for the newest trends in the outdoor market. MountainBlog provide their readers with detailed information about products from over 60 major international sport and outdoor brands, with whom the blog’s publishing staff cooperate closely and directly. Products are organised by categories (accessories, apparel, footwear) and by sport. The magazines also present innovative multimedia content, such as video previews and spots published directly by brands and video interviews with sports international stars. These tools are useful for businesses to learn about the main trade shows in Europe, such as Munich ISPO and Friedrichshafen Outdoor Show in Germany, and to have access to events, news and testimonials. FASHION, TECHNICAL HERITAGE & SUSTAINABILITY For the past few years, White&Poles has been observing how fashion is taken more into consideration when MountainBlog, through urban and outdoor trends A magazine to discover the novelties in the fitness world designing outdoor products, while in the past brands used to focus only on the technical functionality of the all-day apparel and on health lifestyles. Brands are constantly monitoring how trends in street fashion will influence what their customers’ choices will be in the future. Thanks to MountainBlog, retailers and consumers can discover these trends, learn about tech innovations and explore a wider range of outdoor products that will be launched in the market. Apart from fashion, the two key aspects considered by the web magazines whilst presenting the products are technical heritage and sustainability. The first can provide enhanced performances from both the athletic and the dynamic point of view. High-performance brands invest in research and development in order to present innovative added value to the outdoor market, providing extraordinary advantages to the consumers located in different target segments. Innovative fabrics aiming to improve performance, comfortability and fit are increasingly linked to the reduction of waste and costs. The second is to meet the increasing global demand of high-quality sustainable textiles and the highest standard of sustainability, waste reduction and international protocols addressed to eco-sustainability and emissions reduction. Associations like the European Outdoor Conservation Association are working hard to contribute to the conservation of wild places and ecosystems for future generation, promoting care and respect for wild places where the outdoor activities are realised. · Andrea Bianchi andrea@whiteandpoles.com Charles House, 108-110 Finchley Road London NW3 5JJ T +44 (0)20 7467 2106 mountainblog.eu | mountainblog.it Photography courtesy of PhotoDune