Art, creativity, youth, innovation and glamour were the key ingredients of the 87th edition of MICAM that closed this week in Milan, Italy, according to show organizers. The show reported a 2.5 percent increase in attendance driven by an increase in Italian attendance that made up for a drop in international visitors, according to Assocalzaturifici Chair Annarita Pilotti. “The dynamics of buyers’ visits are changing, as they have less and less free time, and promotion of MICAM within Italy is working,” he states. However, among international visitors, the show saw a spike in attendance from the United States (up 35 percent) and Canada (up 38 percent)—countries which are demonstrating growing interest in European footwear, according to Pilotti.
“We have transformed our event into a fashion incubator, always responding to the demands of the market,” Pilotti says. “The event is not only an essential business platform for companies, but an aggregator of trends and new consumption habits. We now find the world’s top footwear suppliers at MICAM, thanks to the presence of prestigious manufacturers from five continents: a thousand different interpretations of style and quality and all at the disposal of international buyers looking for trendy products in the middle price range.”
Exhibits at this show included a display area focusing on emerging designers, demonstrating MICAM’s focus on youth and new talent, as well as buyers’ growing interest in the next generation entering the industry. It’s a leading reason why MICAM will introduce PLUG-Mi, a business-to-consumer sneakers culture experience focusing on the dynamic world of sneakers and targeting millennials for the September (15-18) edition showcasing Spring/Summer ’20 collections. The project will be organised by Campus Fandango Club in partnership with MICAM and Fiera Milano (Rho).