News about the Milan Womenswear Show Spring 2004

Ciao Italia! Milan Is The New Fashion Destination

DALLAS, Jul 28, 2003/ FW/ -- With the Milan womenswear show just around the corner, fashion editors might find themselves a lot of company when travelling to Italy. In a recent survey released by Ecco Domani, more than three-quarters of the respondents (77%) in the U.S. national survey have been to, or would like to visit Italy.

And the reason cited - fashion and style!

It's not difficult to see why Italy remains a favorite European destination for American travelers -- it's stylish!

Among countries such as Italy, England, Spain and Germany, more than half of those polled (60%) point to Italy as the European country most associated with fashion and style, led by the cities of Milan and Rome (29% of those surveyed chose Milan and an equal number chose Rome as Italy's most-fashionable city).

According to Fabrizio Gatto, winemaker for Italy's chic Ecco Domani wines, Italy's reputation for style and sophistication is well founded. "Italy is home to some of the world's best-known designers and artists, and Americans love to visit our country to discover the latest fashions they discover in the boutiques of Milan, Venice and Rome."

Another reason cite is, you guessed it, 'food and wine.'

When the majority of Americans (53%) think of Italy, first thing that comes to mind is the country's famous status as the food and wine world capital.

In fact, when asked to choose their favorite type of cuisine, the No. 1 choice among Americans is Italian food (42%). Only 22% of respondents point to Mexican food as their favorite type of food, followed by 17% for Chinese cuisine, 8% for French food, and 5% for Japanese.

When it comes to vino, the majority of adults polled (60%) say they drink wine. Good thing, because wine is certainly one of Italy's best-known exports, and a trip to the country simply wouldn't be complete without a visit to an Italian "enoteca," or wine bar, found in cities large and small throughout Italy.

One-in-five (20%) Americans say Merlot is their favorite Italian wine. "Some of the best Italian Merlot, including Ecco Domani Merlot, is produced using exceptional grapes found in the Tre Venezia region of Northern Italy, an area that has become quite popular with American tourists," says Ecco Domani's Fabrizio Gatto. Exceptional Merlot grapes have been grown in this region since 1870.

And of course, it does not hurt that Italy has a very beautiful countryside and a lot of historical tourist destinations.

42% of Americans surveyed select scenery as the most important factor when considering a travel destination.

Over one third (37%) of those surveyed say a tour of the Italian countryside is at the top of their list of activities.

Almost one quarter of Americans (24%) say culture and the arts is most important to them when choosing a travel destination. Another 22% say history is their motivation. Either way, Italy has plenty of both!

From Florence's Statue of David, to Pisa's Leaning Tower, to the ancient ruins of Rome, art and history is as abundant in Italy as the food and wine.