TRADE SHOW NEWS: MICAM 93
companies. The area was set up in pavilion 7 and was dedicated to all those in the industry who wish to address the issue of sustainability. The pavilion was divided into different areas, including a special display of exhibitors’ footwear expressing several provocative ideas about the sustainability of materials, production systems, and product life cycles. The MICAM Green Zone launched VCS (Verified and Certified Steps), the certification mark owned by Assocalzaturifici and intended to be used by footwear manufacturers who want to achieve the highest standards of sustainability: VCS guarantees a sustainable approach, quality, and excellence in manufacturing, and is intended to be a symbol recognised by buyers, manufacturers and financial institutions.
EMERGING DESIGNERS ARE BACK
The usual space dedicated to Emerging Designers showcased the items of 12 creative designers from Italy and Europe. Their creations ranged from the rediscovery of age-old traditions to more extravagant research into forms and materials, with original style, mindful of the values of sustainability and brimming with influences from cultures all over the world. Emerging Designers selected by a highly qualified panel of experts brought a selection of their concepts to the trade fair and recount their creative stories, closely intertwined with the love of travel and exploration characterising their incredible biographies.
MAKE WAY FOR
INNOVATION AT MICAM X As always, Pavilion 1 hosted the MICAM X area, a laboratory for innovative ideas, offering meetings and initiatives dedicated to
its four major themes: The Future of Retail, Sustainability, Trends and Materials, Art Fashion Heritage & Future. Seminars and presentations were held every day with the goal of offering ever-new stimuli and anticipating future scenarios. MICAM Tales Square, an area in Pavilion 3 inspired by the MICAM Glass Slipper advertising campaign, entertained visitors once again by offering them a special photo set in which anyone can become a prince or princess. The first 250 people to interact with the installation and tag @
micam.milano during the 3-day event received a super-exclusive limited edition gift. Find out more at: https://milano.
themicam.com/ #micam #bettertogether Shots taken by photographer Fabrizio Scarpa, and a short-film directed by Daniele Scarpa, drew spectators into the world of the protagonist who, after a disastrous attempt to create her own look for the Grand Ball, now falls under a ‘glamorous’ magic spell. Drawn towards a strange ray of light, the young girl finds herself in a garden where an enchantment awaits her in the form of a new party look and, particularly, a fabulous pair of sparkling, diamond-studded glass slippers, thus enabling her to fulfil her dream of becoming a princess. The shoes – object of desire for generations of women – were made exclusively for MICAM and pay tribute to the boundless creativity that lets us dream and create products that are both “beautiful and wellmade”. Glamorous Magic is part of the “Micam Glass Slipper” communication campaign, developed under the creative direction of MM Company with accounting by Laureri Associates. On top of the visual images, the campaign also involves visitors to MICAM Milano in a real-life happening: for the last two editions, in fact, visitors have been able to interact with the campaign theme in the area dedicated to it in the MICAM Tales
#BetterTogether
THE SPRING EDITION CLOSES WITH JUST UNDER 30,000 TRADE VISITORS
Fashion&Jewels Exhibition, have shown once again that, by joining forces, it is possible to tackle the difficult international situation successfully.
T
he events confirm their importance as a unique business and training platform Milan 16 March 2022 – Over the five-day period, a total of 29,468 trade visitors from both Italy and abroad attended the four trade- fairs dedicated to fashion and accessories. MICAM, the International Footwear Exhibition, MIPEL, the event dedicated to leather goods and fashion accessories, THE ONE MILANO, the Haut-à-Porter Exhibition and HOMI
United under the #BetterTogether hashtag and with the support of the Italian Trade Agency (ITA) which promotes foreign trade and Italy’s exports, the trade fairs showcased the products of over 1400 brands - the best that each sector has to offer – transforming the fair area into an exceptional business and networking opportunity thanks to this unique shared project.
Thanks also to a packed programme of seminars and events, the fairs also confirmed that they provide an increasingly important opportunity for exploring subjects of topical
DOWNLOAD THE FOOTWEAR TODAY APP NOW SPONSORED BY
Square, an event that was followed on Facebook by 40,000 followers with 54,000 interactions, and on Instagram and LinkedIn by 30,000 and 2,000 followers, respectively. “Social media and digitalisation are essential levers for MICAM – says Siro Badon, Chair of MICAM Milano and Assocalzaturifici. The success, not only of the new means of communication but also of an innovative way of hosting trade-fairs, is confirmed by the positive results obtained by the MICAM Milano Digital Show - the platform that enabled footwear companies and buyers from all over the world to connect and do business without physical barriers. An event that is sustaining the footwear industry in the shift towards digitisation, and that proved to be invaluable during the pandemic emergency when it was not possible to travel, running alongside the physical event which remains indispensable for our sector”.
More than 100 brands from all over the world took part in the latest edition of the MICAM Milano Digital Show which has just ended - including, for the first time, a delegation of Japanese companies, in addition to those from Italy, Spain and Brazil. Over 250 collections were uploaded, with a total of 15,000 products. The show had 4,000 visitors, a figure in line with the previous edition, indicating that being able to access MICAM’s product offering both during pre- event scouting and the end-of-season follow-up stage is still considered important. Lastly, after the success of #strongertogether created by MICAM in 2020, followed by #restarttogether in September 2021, in February 2022 it was be the turn of #bettertogether, reinforcing the concept of belonging, of engaging with the event, and above all, the importance of in-person interactions in ensuring the success of one’s business.
interest for their respective business sectors. These included digitalization, the metaverse and new ways of doing retail, increasingly linked to big data. Particular attention was also paid to sustainability and slow fashion, both on the exhibition level and as subjects for discussion.
MARCH 2022 • FOOTWEAR TODAY • 7
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40
