MICAM REVIEW
MICAM CLOSES WITH 44,076 VISITORS
The 50th anniversary edition concluded 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, Italy.
T
he 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%).
18 • FOOTWEAR TODAY • OCTOBER/NOVEMBER 2019 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
re-launch 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.
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