A layout shake-up and a fresh brand offering attracted a slew of international buyers to the autumn 17 edition of Milan shoe show Micam on 12 to 15 February.
Traditionally the first day of the show, a Sunday, is slower than Monday and Tuesday as it is mostly smaller independent retailers making the journey into the Fiera Rho at the weekend. However, this season the aisles were bustling from the moment the doors opened on the first day.
British exhibitors were largely happy with the turnout from buyers and had new and existing customers on their stands from locations as varied as China, Japan, South Korea, France, Holland, Croatia, Hungary, Bulgaria, the UK and Ireland.
Pricing, unsurprisingly, was a hot topic for all and most brands had increased their price tags by between 5% and 15% to counteract the drop in the value of sterling.
Meanwhile the show itself, which has seven large halls, had a revamp this season, bringing new luxury brands into the mix. High-end labels including Gucci, Prada, Valentino and Tod’s joined the line-up for the first time, much to the delight of buyers and brands alike.
In other changes, hall 10 was culled and the international area, home to several UK brands, was reduced and moved from hall two to hall three.
The changes were met with a warm response from the majority of brands, some of which hoped the new premium offering would bring fresh buyers to the show. However, others were unhappy with the rearranging of the halls as they felt their new locations were “off the beaten track”.
The addition of luxury brands could be seen as Micam striving to become a “one stop for all” in the footwear industry, a fact which is even more interesting following the demise of German trade show GDS, which had its last show in its current form earlier this month.
With an upbeat sense of optimism prevailing, many observed that Micam’s sunnier September edition may bring an even busier and brighter show.
Drapers’ coverage of Micam: