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Busier second day at Micam despite date clashes

Footfall at Milanese footwear show Micam picked up on the second day, Monday February 16, despite date clashes with rival exhibitions Moda in Birmingham and Platform in Las Vegas.  

Micam is running February 15 to 18 in Milan, while UK trade show Moda is on at the NEC in Birmingham from February 15 to 17. US footwear show Platform runs from February 17 to 19 in Las Vegas.

Many brands told Drapers the overlap in dates had a detrimental effect on footfall.

David Tomlinson, general manager of mainstream men’s brand Steptronic Footwear said: “The fair timing is awful. This season it’s even worse as it comes up against Moda and Platform so it’s understandably quieter here. It has picked up today but there’s not enough time between the fairs, GDS was only 10 days ago.”

Jonathan Church, joint managing director of Joseph Cheaney & Sons agreed. “It’s just not sensible having the three shows on at the same time, and the fact that the show is during half term has also bumped up the prices. Micam is now too early, it should be in the first week of March that would be better for us.”

Julian Hakes, founder of the eponymous footwear brand said: “There will be less US buyers here because of the date clash. A few of my contacts that I would normally see here are staying in the US for Platform. Yesterday was quiet but the weather was terrible. I will do most of my big orders today, I’ve appointments lined up with some of the big guys.”

British private label footwear business Shubiz was also expecting the show to be busier on Monday and Tuesday. Sales co coordinator Rhiannon Doherty said: “We usually see a lot of our UK customers here as well as some German clients. Yesterday was quiet as no one wants to fly out on the weekend but we have appointments booked for today and tomorrow so it should be busier.”

Christopher Amoroso, international sales manager of Grenson said: “Monday is always the day for big accounts and the footfall is always busier. We see a lot of dedicated, serious buyers here - mainly Italian and Asian so far.”

However Sally Cooper- Glover, international brand business development manager at Irregular Choice said the stand had been very busy since the doors opened on Sunday.

“Yesterday was mental busy and we haven’t stopped since this morning. We’ve had lots of new accounts from China, Italy, Germany and Israel as well as existing customers from China and Ireland.”

The autumn 15 edition of Micam runs February 15 to 18 at Fiera Milano.

@jillgeoghegan

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