The 50th anniversary edition concludes on a positive note. Siro Badon: the event’s leadership is confirmed;
now our attention turns to the February 2020 edition The 88th edition of MICAM, the international footwear exhibition promoted by Assocalzaturifici, came to a close yesterday at the Rho Fiera Milano. The event was
attended by 44,076 trade visitors, including 60% from abroad, who were able to peruse a wide range of exhibits offered by 1303 companies.
Attendance figures showed a 0.94% increase in individual visitor numbers compared with February 2019. In particular, dealers from abroad rose by almost 2% while there was a 0.55% drop in the number of Italians.
On the international front, we continued to see substantial numbers of visitors from China and Hong Kong, due to the fact that the show did not coincide with holidays in those countries; we also had a 10% increase in attendees from our neighbour, Switzerland. Traditional European markets substantially held up while we saw a double-digit drop in visitors from Russia (-12.85%) and Ukraine (-8.68%).
MICAM 88 was the first edition under the guidance of the new Chair Siro Badon: “Trade fairs continue to provide our companies with a great opportunity to do business and, seeing the results, we are proud of the success of this edition which confirms MICAM’s standing as the world’s leading footwear trade show”. “Our association – continues Badon – will continue to help our companies internationalise their business, using every possible means to bring together quality products and buyers who are capable of appreciating them – with particular reference to the Russian and Ukrainian markets which, as was already forecast prior to the event, are shrinking”.
The edition which has just concluded marked an important anniversary: fifty years since the first edition of the fair. A symbolic and pivotal moment for the industry which is undergoing a significant transformation, both as regards the production process and the whole ethos surrounding footwear, including the way it is perceived by the final consumer.
MICAM also represented an opportunity to relaunch Italian-made footwear at a time when our shoe manufacturing districts continue to experience difficulties, by showing that Italian fashion creations are not only extremely well-made but also an iconic part of our country’s culture. An aspect reiterated by Ivan Scalfarotto, Under Secretary of State for Foreign Affairs and International Cooperation, on the occasion of his visit to the fair, during which he announced a series of initiatives to promote internationalization and fully exploit the fashion system’s potential.
Amongst the various novelties presented during this edition of MICAM, the one that aroused Particular interest on the part of trade visitors was the PLAYERS DISTRICT.
This new exhibit area was created to provide a showcase specifically for sports and outdoor shoes, a segment that is increasingly attracting the attention of buyers and consumers and that requires manufacturers to invest continually in research and technology. A number of exciting collateral events, such as the MICAM Trophy, were held in this lively new area, which is to be developed further for the February edition.
The It’s Shoe Time exhibition in the Fashion Square was a huge success. Set up to celebrate the trade fair’s fiftieth anniversary, it took visitors on an immersive journey through time, tracing the way life-styles – as reflected in shoe fashions – evolved from the Seventies to the present day. After wowing trade visitors at the fair centre, the exhibition will transfer to MUDEC where it will be open to the public from 19 to 22 September, free-of-charge: a unique opportunity to present the ‘footwear culture’ and MICAM to the wider public present during fashion week.
MICAM VIP Lounge for Buyers
At MICAM, for the first time, a select number of top buyers taking part in the trade fair had the opportunity to access the VIP Lounge, which offered exclusive services such as a bar and restaurant, cloakroom, left-luggage storage, transportation to the city and airports, as well as the possibility of booking other facilities in the city.
The Lounge was completely inspired by China: in its 88th edition MICAM chose to pick up on the Chinese tradition according to which 88 is a lucky number, and was pleased to extend this happy circumstance to all its most important guests by means of an elegant oriental setting.
In addition, on 17 September a select number of invitees could take part in an exceptional event aimed at presenting the genius typical of our country through one of its main exponents: Leonardo Da Vinci.
With “Art reflects Beauty”, MICAM commemorated 500 years since the death of Leonardo da Vinci and celebrated its own 50th anniversary, by offering its most important guests a private guided visit to Da Vinci’s Last Supper and an aperitif in Leonardo’s Vineyard.
The next edition of MICAM from 16 to 19 February 2020, with the F/W 2020-2021