TheMicam attracts even less visitors this edition

By

Dominique Muret

Published
Mar 7, 2013

“Better than expected” is the general consensus from exhibitors at the international footwear trade show, TheMicam, which took place between March 3 and 6 in Rho Fiera in Milan. Just like at the previous two editions of the show, this session saw a small decrease in the number of visitors present. The official count for this edition is at 35,389, against 36,049 one year earlier. 19,181 foreign visitors came to Italy from 100 different countries according to the post show report, including visitors from Russia, France and Asia.The previous edition of Micam /icmedia>
"We are pleased with the results obtained for theMICAM's 75th edition," said Cleto Sagripanti, ANCI president. "In keeping with the sharp drop in domestic demand, we've seen a decline in the Italian attendance and an increase in foreign operators. “The presence of operators that represent the most important worldwide distribution brands such as Barneys, Isetan and Tsum confirms the importance of this event for the fashion footwear industry,” say the press release.

“Contrary to what I expected, the trade show was very successful both in terms of orders placed and contacts made, especially with those coming from the Middle East and Latin America,” said Giuliano Puccini from Calzaturificio Nuovo Nicar, a Tuscan sandal manufacturer. “The show was much more accessible and flexible in terms of products and price,” he explained.

The feeling was mutual for the brand Piaciotti 4US, the sporting footwear line by Cesare Piaciotti, who was taking part in the show for the second time. “The show went over and above our expectations, allowing us to meet several new clients from Russia and Ukraine,” said a manager at the brand. “It seemed as though there were a few more visitors than last time,” added Delio Guistozzi, a children’s footwear specialist from the brand Chérie. “The Junior sector particularly suffered during the crisis. Our sales figures are still feeling the effects two, three years down the line. We are at a particular disadvantage because our Italian competitors are importing shoes from China without having the correct paperwork.”

For Remo Latini, product coordinator of Alberto Fermani, this edition of the show “was average. It wasn’t what we would call a success but we are satisfied considering the situation.” Having taken part in the show for the last 20 years, Alberto Fermani - whose yearly revenue is at around 15 million euros – relies on a loyal client base. “Buyers have become much more careful with their spending. Even the Germans - who are known for spending more – have smaller budgets. There were plenty of Russians at the show but we noticed a decrease in Japanese, likely due to the increase of the Yen,” he noted.

An exhibitor that takes part in many European trade shows made a valid observation: “foreign buyers are no longer coming to Milan. They prefer to head to Paris instead,” said Stefano Cappelletti, sales manager at Calzaturificio Cappelletti, a small brand which is licensed to produce shoes for German brand Bogner. For him, this edition of the show was “very calm”.

“You can still feel the effects of the crisis, especially in a country like Italy. We have reduced our activity here but have decided to take part in the first Chinese edition of TheMicam, in Shanghai from 9 to 11 March. It’s the only way to find more business. If we don’t try, we will never discover anything,” he concluded.