“The recent government announcement about the return of physical trade shows makes us cautiously optimistic about the future,” says Siro Badon , president of Assocalzaturifici and Micam . Micam Milano will be held from September 19 to 21, 2021 at Fiera Milano Rho .
“Getting trade shows back on track means relaunching the entire industry on world markets,” adds Badon . “We are working on a concentrated edition of a new three-day formula instead of the usual four, guaranteeing absolute security under the protocols developed with Fiera Milano .”
Pending the resumption of physical fairs, Micam has reinforced its digital event: Micam Milano Digital Show was held from March 8 to May 8, 2021 with the participation of more than 90 brands; More than 5,000 buyers from around the world visited the platform and used it to develop business.
This digital tool will continue to be an essential part of an advanced strategy for adapting to market changes that require planning, organization and the ability to continue replenishing and renewing the product assortment more frequently, rapidly introducing new products to customers at various times throughout. throughout the year. “We are happy with the second edition of the Micam Milano Digital Show” , sums up Tommaso Cancellara , CEO of Micam .
And he adds: “We implement communication initiatives focusing buyers’ attention on the platform’s brands. More than 5,000 buyers signed up, visited more than 35,000 pages and generated almost 2,000 requests to connect with brands; traffic was 60% higher than in the previous edition. We noticed a lot of interest in winter footwear, particularly boots and ankle boots, but also comfortable shoes and sports shoes, which shows that the pandemic has really changed the way we work and live our lives . “
In addition, the product offering was accompanied by virtual content through MicamX , laboratory Micam for innovation in footwear. During the eight weeks, more than 50 presentations were made based on the four pillars of MicamX : sustainability, trends and materials, the future of retail and art, heritage and the future of fashion.
The Micam Milano Digital Show will continue in the coming seasons, in conjunction with the physical fairs.
The footwear industry’s leading international trade fair, MICAM Milano promoted by Assocalzaturifici, is a one-of-a-kind event with over 1700 footwear collections at each edition, successfully melding business and fashion.
The event takes place in Milan twice a year, in February and September, in the Fiera Milano Rho trade fair district. It showcases the autumn/winter and spring/summer collections for the following year, respectively.
The fair occupies an exhibition area of about 60.000 square meters and plays host more than 1.200 companies each edition, of which more than 570 are international. Together they represent over 30 different countries.
MICAM is the landmark event for footwear industry professionals from all over the world.
Given the attendance figures of 45.000 visits per edition, of which half coming from around 130 foreign countries, MICAM confirms its role as a privileged showcase for promoting new collections. At the same time, it is also a decisive opportunity to do business and establish tangible commercial contacts.
