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MICAM in Milan to return in September

Tom Bottomley
14 May 2021

International footwear fair MICAM has confirmed the show in Milan will go ahead from 19-21 September, 2021.

MICAM Chair, Siro Badon, said: “The government’s recent announcement of a date for starting physical trade fair events again makes us cautiously optimistic about the future.

“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 no physical shows have been able to take place for well over a year, the footwear fair has reinforced its digital event, MICAM Milano Digital Show, which was held from 8 March - 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.

The 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.

MICAM CEO Tommaso Cancellara, commented: “We’re happy with the second edition of MICAM Milano Digital Show. We implemented communication initiatives focusing buyers’ attention on the brands in the platform. More than 5,000 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.”

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