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Buzzy Micam praised by UK brands

The spring 18 edition of Milanese footwear show Micam has been applauded for its lively atmosphere and the high quality of the international buyers in attendance.

The show, which runs from 17-20 September, was busy from the outset, with queues of visitors lining up in taxis and swarming up from the metro before the doors opened at 9.30am on Sunday morning.

It kept the new layout and design debuted for the autumn 17 edition, with the luxury hall playing host to big international brands including Prada, Dolce & Gabanna and Gucci, as well as UK good year welt brands like Joseph Cheaney & Sons and Loake.

Many of the luxury labels did not showcase any product – Fendi’s stand consisted of a wall-to-wall digital screen telling the history of the brand – yet they provided a talking point for brands and buyers alike, as well as visual merchandising inspiration.

International buyers were out in force, including retailers from the US, Canada, Russia, Middle East and Asia. There was a welcome return of more Japanese buyers, whose presence had been missed at the last few editions.

European buyers from France, Italy, Ireland and the UK were also spotted.

On the product front, athleisure continued to dominate both men’s and women’s footwear stands. Many labels added new twists or retro designs to sneakers and trainers.

The overwhelming mood of the show was one of positivity. Some UK brands felt the dates fell a bit late in the season (the spring 17 edition of the show kicked off on 3 September last year), but many agreed that Micam is now indisputably the “must attend” footwear show in Europe for the international market.

Your views on the show

Jonathan Church, managing director, Joseph Cheaney & Sons

“It has been good this season. We are in a much better location to last season, when we were hidden, but we are on the aisle and footfall has been steady so we’re happy. The show is a bit late for us, but August doesn’t work as Europe is closed for the entire month. It would be good to have it earlier in September to shorten the season a bit.”

Asim Rahat, director, London Brogues

“It has been quite good for us. We’ve had a few new customers on the stands as well as our regulars. We come to Micam to see our big European accounts from Switzerland, Czech Republic and Russia. If we pick up a few extra indies as well then that’s great. We have absorbed any price increases following the fall of the pound so our low prices are proving attractive to buyers and are giving us an edge. It’s definitely the biggest footwear show in Europe now and it is the only one we do.”

Jonathan Matthew, founder, Solillas

“It has been very busy from the get-go this season, which is great. We have had some new and existing customers from Australia, Argentina and Japan, as well as Europe. There seems to be more Japanese buyers this season than there has been for the last two or three. The show is a bit late for us, but just by a couple of weeks.”

Leana Moss, international business development manager, Ted Baker

“The show is a bit late in the season for us but it has been quite busy and we’ve seen a few indies from the UK and Ireland. Our women’s range in particular is going down well, especially the sports-inspired pieces.”

David Corben, managing director, Steptronic

“It is a good show for us. We’ve had a steady flow of footfall as we had a lot of appointments booked in. We see a lot of international customers here.”

David Williams, sales manager, Kidderminster Footwear

“We see a lot of big international multiples here from the US, Canada and the Middle East. It’s an important show for us.”

Pete Youell, UK managing director, Skechers

“The show has been steady. We’ve seen a lot of customers from Canada, the US and the Middle East. The reaction to our new range has been great.”

Lynsey Hand, founder, Miss L Fire

“It has been a good show for us, we’ve had lots of attention from new customers because of our unusual designs. We have seen a lot of returning customers, too, and we’re on the lookout for European agents. It is important to be here.”

Jonathan Potkins, brand manager, Ravel

“It has been a good show. We’ve had both new and existing clients and we’ve seen a lot of Japanese and Spanish customers. It is the place to be for the international market. You need to be here to showcase the brand.”

John Saunders, CEO, British Footwear Association

“We have had very good feedback from the brands showing at Micam this season. Some were relocated and the majority are pleased with the changes. It is definitely the main show in Europe and there is a buzz this season that has been missing for the last couple of years.”


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