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Micam layout shake-up fuels strong first day

The inaugural day of the autumn 17 edition of Milanese footwear show Micam got off to a bang on Sunday, as brands largely welcomed the show’s new layout.

This season the exhibition introduced a luxury hall complete with a mirrored ceiling catwalk and complementary prosecco as big-hitting high end labels including Gucci and Prada showed for the first time.

The international area, home to several UK brands, was chopped down and moved from hall two to hall three.

The changes were met with a warm response from the majority of brands, some of which looked forward to the halo effect from their new luxury neighbours.

However, Drapers understands that a few noses were put out of joint as brands had no say over moving to their new homes and some felt the new locations were off the beaten track.

Meanwhile busy aisles created a buzzy atmosphere from early morning as international buyers from the UK, France, Spain, China, Japan and Hong Kong looked for new brands. 

Stay tuned to for further updates on Micam.

Mood of the show

Jonathan Matthews, founder, Solillas

So far so good this season at Micam. With GDS going this really is the only European footwear show now. It seems busier than last season and less domestic. We’ve made lots of appointments so we’re expecting to be busy. When I spoke to buyers about which shows they were going to, they consistently said Micam.

Jonathan Church, managing director of Joseph Cheaney

When you move hall it’s difficult to know what will happen but it’s good to see Micam making an effort. They have lots of big name brands like Prada and Gucci here to define this as a luxury hall and it makes sense to have all the higher end brands in one place. I’m hoping it will attract some buyers that aren’t usually here. The footfall at Micam had decreased in recent years so it’s good that they are doing something about that.

Kat Maconie, founder, Kat Maconie

I was a bit worried about the move- from hall two to three- but it has been good so far. We see a lot of our customers here and we write orders. This morning I had new customers from Panama and Russia.

Gavin Dhallu, managing director, London Rebel

It was a bit quiet this morning but it is picking up. Monday is always the busier day anyway. We usually see the big UK multiples here and a lot of Far Eastern customers from Hong Kong and Japan. There seems to be a bit more of a buzz and a bit busier this year.

Amy Sweetman, wholesale account manager, French Sole

This is the first time we’ve not been in the international aisle of the show and we’re excited to be in the main show. It’s good to be in a different place, but we would have liked a more central stall. We thought it would be quieter as it’s the first day, but we’ve seen a few people already. We see a lot of people from the Far East at Micam.

Souraya Gyves, director, Esska

The new format didn’t really affect us but some people have found they’ve been a bit lost and there has been some moaning. We mainly see the EU boutiques here, and a few UK people. People like to do everything here in one go. Last season we saw a lot of Japanese buyers, and they usually come to the show early, as do the US. I think we’ll definitely see more of that because of the favourable exchange rate at the moment.

Eber Guerro, director, Sollu

We only do Micam and Moda now, here we see a lot of Middle Eastern buyers as well as English buyers. We’ve had a very busy morning, but we find that people will come and look on the first day, and do all their buying on the last day. We’re happy with our placement here, there’s good traffic and the brands around us don’t directly compete, but attract a similar customer to us. Over the past years, there has definitely been a decline in the number of visitors who come to the show as well as the number of orders people make. Cost is a big issue for people, so they save by not coming, and as well, no one wants to build up stock.

Mark Husted, sales director, Base London

We used to be in the international area and this is the first season we’ve been in the main hall. So far it has been excellent, I don’t know why we didn’t do it sooner. There’s a sense of a bit more involvement in the show, and it’s been busy all day. This is a young hall, and we fit well here, we’re very happy with our position. People have been writing orders, we’ve mainly had international buyers, and we’ll see the UK buyers during the week. When we first saw the stand we thought it’d be dead, because of the location, but the stands have been condensed down into the space so it’s been busy throughout really.

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