Sustainability, Quality and Talent focus boost Micam Milano 94
by Modem – Posted September 15 2022
© Modem

The next edition of Micam Milano begins with great success. Under the # finallytogether 1,012 brands, 54% from Italy and 46% from abroad (+23% over March 2022), meet with buyers from all over the world at fieramilano (Rho) between 18 and 20 September, confirming the importance of Micam Milano not only as the biggest footwear show but the biggest post-pandemic fashion show in the world.

The Italian footwear industry continues to recover, recording further growth in sales (+14.5%) and in domestic consumption (+ 18.2% by value) in the first half of the year, following upon a total growth rate of +18.7% in 2021. But there are a number of unknowns looming on the horizon. According to Assocalzaturifici Chair Giovanna Ceolini: “The industry as a whole has recovered significantly, but high energy costs, raw materials costs and the consequences of the conflict between Russia and Ukraine (with the value of exports to the two markets down -30%, a total drop of - 46% since the start of the war) are putting short-term growth at risk. Our member companies are satisfied with sales to North America and the main EU markets, though spring lockdowns slowed sales in China. While designer brands are performing very well, half our member companies have not yet returned to pre-Covid sales figures. We hope that Micam will, as usual, offer a chance to take advantage of business opportunities and discover new trends and opportunities on world markets”.

Micam showcases SS 2023 collections for men, women and children for all occasions, from the best-known international names to Italian-made excellence. Among the new brands exhibited there are Benetton, Café’ Noir, Guy Laroche, Liu Jo, North Sails, Renato Balestra, Spernanzoni, Steve Madden, and Windsor Smith.

For the September's edition Micam launches the first data-driven SS23 Trends Guide: a digital guide visitors will be able to download for convenient consultation on their smartphones to discover next season’s trends and optimise their purchases, made possible by a partnership with Livetrend: an innovative platform that analyses millions of images and items of information from Instagram, E-commerce and the fashion shows, translating it for the footwear industry using specific algorithms.

This edition also hosts Micam, a meeting and convention area focusing on innovation, featuring numerous presentations in four main concept areas: trends & materials, sustainability, art fashion heritage & future and the future of retail.

The theme of sustainability is at the centre of the the Micam Sustainability Lab, an area powered by VCS (pav. 3 stand K11), the first sustainability certification mark for the footwear industry, focusing on an important project launched in March: VCS verified and certified steps. This mark is granted to enterprises that undertake a process of assessment, measurement and, above all, improvement of their performance in key areas of corporate sustainability on the basis of internationally recognised standards.

In this broader context, there is a focus on young talents and startups inside the Start Up area (pav. 1 stand H12) showcasing emerging new excellence: young Italian footwear makers with an optimistic outlook who express their revolutionary ideas through footwear and fashion. The area is set up in partnership with Startup Bootcamp with the support of Ita and Maeci. The startups featured are Biocell, Id Factory, Ohoskin, Riceskin, Smart Fab, Twinone and Ympact.

Under a partnership with Italian Artisan (pav. 1 stand F11), the B2B platform connecting quality Italian manufacturers with international brands and retailers, “Italian Artisan Heroes - the ultimate manufacturing tradition” is back to underline the true essence of Italian craftsmanship. “We’re proud to continue working with Assocalzaturifici and Micam,” says Italian Artisan founder David Clementoni. “This year, we are really putting ourselves on the line with an innovative stand in which technological evolution amplifies spaces and opportunities for our producers, who continue to be the focus of our corporate mission.”

The area dedicate to Emerging Designers (pav. 1 stand F09 G10) features 12 up-and-coming designers from all over the world, selected by a highly qualified jury of experts. The Emerging Designers featured at this edition are 10.2 (France), Ahdiid (Italy), Éhonté (USA), Felipe Fiallo (Ecuador), ID-Eight (Italy&Korea), Salone Monet (USA), Selva (Spain), Shekudo (Nigeria), Shoe Shoe (France), Sophie Benel Paris (France), Sucette (Italy), and Vandrelaar (Great Britain).

Finally, the special area Micam Tales Square, in the middle of Pavilion 7 (stands C11 C19 D12 D20), inspired by the advertising campaign, allows visitors to participate the experience as protagonists, enjoying plenty of fun and interaction. Limited edition gadgets are offered to people who publish photos on their pages on the social networks, tagging @micam.milano and using the one of the official filters.

#micam #micamtales #finallytogether

Register here

Micam Milano
September 18 to 21, 2022
Fiera Milano
strada Statale del Sempione 28
20017 Rho (MI)

Photo: The Garden. Courtesy of Micam Milano.

© Modem