Footwear brands have embraced the decision to give Milanese trade show Micam a midweek slot for September 2015, but Who’s Next exhibitors are less convinced by the Paris womenswear show’s move to a later date.
Micam is moving to the middle of the week for its spring 16 exhibition, meaning it will run from Tuesday September 1 to Friday September 4. The show has traditionally been held from Sunday to Wednesday of the same week.
Janan Leo, founder of women’s footwear brand Cocorose London, said: “It’s so refreshing to feel the organisers have actually listened to what buyers and exhibitors would like and then taken action based on this. To have the show once everyone is back and feeling ready to take on the new collections, is really exciting news.”
Chris Margetts, design and creative director at men’s footwear brand Anthony Miles, said the move would encourage buyers to “spend a bit more time at the show”. Jason Larke, marketing director of women’s footwear brand Van Dal, agreed the new dates would benefit exhibitors: “The Sunday is usually quite slow and it tends to pick up during the week. If that’s a factor of the weekend we will benefit from the change.”
Andrew Cory sales director at Loake Shoemakers said attendance was down on the Sunday at Micam last season. “There were few independent retailers, Italian or otherwise in our hall. Monday and Tuesday were certainly the busiest indicating that professional buyers are increasingly important to Micam. The cost of flights and hotels midweek would also be lower.”
However, Who’s Next exhibitors are split over the decision to move the summer edition back to September. It will now run from Friday September 4 to Monday September 7 at Porte de Versailles, after taking place in the first week of July for the past three years.
Samir Ebrahim, commercial director of contemporary label Charli London, welcomed the news: “We’ve been showing at Who’s Next every season since 2007 and strongly believe that [moving it back to September] will improve attendance. The first week of July was just too early and caused all sorts of problems for many brands.”
But Kinsie Sidolle, senior sales manager at agency TCA Showroom, which exhibits Italian brand Silvian Heach at Who’s Next, said September was “too late” in the season.
“In September Who’s Next will be the last show after Berlin, Copenhagen and Pure in the UK. It’s too late - buyers will have spent their budgets and when the budget is gone, it’s gone. It doesn’t matter how good your brand is.”