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Micam expectations high as buyers seek 'something special'

Footwear brands and buyers are anticipating a strong spring 16 edition of Milanese trade show Micam, which will start on a Tuesday for the first time.

The show will run from Tuesday September 1 to Friday September 4 at the Fiera Milano, rather than starting on a Sunday as in previous seasons. This will be Micam’s 80th edition.

Helen Povey, buying manager for MTO/Red or Dead at Schuh, said: “It will be interesting to see how the dates work. We’ve had a really good summer season just gone, so we’re hoping to build on that success. We’re feeling really positive about spring 16; we’ve already started to place orders and we’ve increased orders on things we think will be bestsellers.”

She added: “[At Micam] we get the opportunity to see some of our European suppliers who don’t come to the UK very often.”

Stephen Gill, owner and chief executive of men’s footwear brand Ohw?, which launched in 2013, said: “With Ohw? I’m finding the UK the toughest market because buyers are not exploring new brands. But in Europe, America and Canada there are opportunities; there are stores that are looking to grow with new brands and product mixes.

“We had a very good show last time. If it equals that I’ll be very happy.”

However, he said there could be more support for new and emerging brands at Micam: “They’ve got to put more emphasis on new brands entering the market if they want to engage with buyers on a wider international basis. The established brands and buyers are well catered for, but not the new ones.”

Diana Muller, designer, product developer and international account manager of Shoe Design and Trade, which distributes footwear brands Qupid, Carmen Saiz and Marcella, said she expected a positive mood from buyers. “Buying season runs from June to September, so it depends on what budget they have left, but they may want something more special so they’ll come to Micam.”

She said Micam attracted “more interesting” brands than its rival European footwear trade shows Expo Riva Schuh (Garda) and GDS in Düsseldorf, which took place on June 13-16 and July 29-31 respectively.

“Most buyers aren’t going to GDS any more; there aren’t as many brands showing there as before. People are going to Garda for commercial/high street brands, but Micam is between high street and entry luxury, so you can find more interesting international brands.”

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