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Micam to overhaul format after strong autumn 14 edition

Milanese footwear trade show Micam is revamping its layout to make it easier for buyers to navigate.

From next season, halls one and three will host luxury brands, halls two and five will offer contemporary brands, hall four will showcase urban footwear and kids’ brands, hall six will contain lifestyle and sports labels and hall 10 will be home to street footwear brands. Previously categories were mixed throughout the halls.

The show will also up its digital footprint for the spring 15 edition – which will take place from August 31 to September 3 this year, earlier than in 2013, when it ran from September 15-18 – by offering brands the opportunity to promote themselves on video walls.

John Saunders, sales and marketing director at the British Footwear Association, which brought 81 UK brands to this season’s edition, said the changes would help buyers: “The organisers felt the show had become too confusing so the structured layout will make sure the right buyers are in the right halls, which can only be a good thing.”

The proposals were announced during an upbeat autumn 14 edition held on March 2-5 in Milan, which mirrored the optimism seen at clothing shows, although some brands said Micam was quieter than in previous years.

Julian Hakes, owner of the eponymous footwear label said: “Footfall was down on last season but Micam is still the most important European show for us. This season we’ve written orders from Japanese and American accounts.”

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