Saturday, May 15, 2021 - 15:07English


Milan, 13 May 2021 - “The government’s recent announcement of a date for starting physical trade fair events again makes us cautiously optimistic about the future,” says Assocalzaturifici and MICAM Chair Siro Badon. “Starting up this virtuous system again, at the service of enterprises and the exports that result from trade fairs, means relaunching the whole industry on world markets,” explains Badon. “We’re working on an edition concentrated in a new three-day formula rather than the usual four days, guaranteeing perfect safety under protocols developed with Fiera Milano. MICAM is the first business opportunity of decisive importance for our member companies, a privileged venue for negotiating orders and opening up opportunities for growth and penetration of new markets. It is essential for relaunching a crucial sector of Italian industry and our economy, a sector of production that suffered great difficulty in 2020 as a result of the pandemic”.

While awaiting the resumption of physical trade fairs, MICAM has reinforced its digital event. MICAM Milano Digital Show was held from 8 March to 8 May 2021 with the participation of more than 90 brands; over 5,000 buyers from all over the world visited the platform and used it to conduct business. This digital tool will continue to be an essential part of an advanced strategy for adaptation to the changes on the market requiring planning, organisation and an ability to continue restocking and renewing the product assortment more frequently, rapidly presenting new products to customers at various times throughout the year.

“We’re happy with the second edition of MICAM Milano Digital Show,” comments MICAM CEO Tommaso Cancellara. “We implemented communication initiatives focusing buyers’ attention on the brands in the platform. More than 5000 buyers registered, visiting over 35,000 pages and generating almost 2,000 requests to connect with brands; traffic was 60% higher than in the previous edition. We noted a lot of interest in winter footwear, particularly boots and ankle boots, but also on comfortable shoes and sports footwear, demonstrating that the pandemic has truly changed the way we work and live our lives. In addition, the range of goods on offer was flanked by top-quality virtual content thanks to MICAMX, MICAM’s laboratory for innovation in footwear. Over the eight weeks we broadcast more than 50 presentations based on the 4 pillars of MICAMX: sustainability, trends and materials, the future of retail, and art, fashion heritage & future. MICAM Milano Digital Show will continue in the seasons to come, alongside the physical trade fairs that are so important to our industry”.

MICAM Milano is coming up from 19 to 21 September 2021 at Fiera Milano Rho, where it will take place in perfect safety. We look forward to seeing you there!

Press release


13 May 2021