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27.09.2017 The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE



     The Italian shoes – what surge these sounds can start in every woman’s heart… No wonder, people living in the country, which contours look like an elegant little boot, just cannot make bad shoes! And if we supplement it with Italian creativity and Milanese business acumen, then is there a better place to hold the most important business exhibition of shoes in the world than Milan? I can proudly say I was happy to work as interpreter at the MICAM 84° (and I really hope our cooperation with the exhibition will continue) and this article will give you details on the great event of the world business.

     Who are interested in the MICAM? Surely, the industry exhibition in Milan will be mainly interesting to professionals of the shoes industry: manufacturers, distributors and buyers in such areas as leather shoes, bags and goods and also accessories for leather goods shops.

      The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

Like all industry exhibitions in Milan, the MICAM is a closed exhibition; i. e. admittance requires either online registration or registration at the receptionist’s in front of the entrance to the exhibition (I always recommend getting registered online beforehand since it saves a lot of your time). The MICAM is held twice a year in September and February: September event represents spring-summer collections for next season and autumn-winter collections are shown in February. Like all exhibitions of this scale in Milan, the MICAM is held in Fiera Rho exhibition center.

          How does the MICAM differ from other shoes exhibitions? Firstly, its scale: the MICAM 84° had 47.187 officially registered visitors (+5.6% versus September 2016) and meanwhile 27.880 were expatriates (+5%) and 19.307 were Italians (+6.5%). There were 1.441 exhibitors, 797 of whom were Italian and 644 were expatriates. In terms of international promotion, Russia!!! (+32%) and CIS countries generally showed the biggest growth of buyers versus September MICAM 2016. They are followed by USA (+15%), China and Hong Kong Китай (+7%). (The information is generously provided by ASSOCALZATURIFICI company).

Secondly, the MICAM is, I suppose, the most glamorous exhibition out of all branch exhibitions: in addition to other exhibitors the exhibition is attended by such giants of Italian fashion like Fendi, SalvatoreFerragamo, Gucci, Pradaи Tod’s,  who at the MICAM 84° were supplemented with famous brands like GiorgioArmani,

      The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

JimmyChoo, Dolce&Gabanna, SergioRossi and ErmenegildoZegna. All the brands form the so-called FashionSquare in Pavilion 1.

       The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

It is not a sight for the faint of heart! By the way, all MICAM is divided into theme groups which don’t change much from year to year:

  • Pavilions 1-2-3 LUXURY – the name speaks for itself,

       The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

  • this is the place accommodating FashionSquare of all most famous fashion brands, MAN SQUARE

       The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

and STYLE SQUARE. There is something more about the glamour: it is the MICAM 84° Pavilion 1 LUXURY where Zhanna Badoyeva, popular TV presenter, presented her debut shoes collection, which is, I must say, a big success! How could I resist making a memento photo and wishing Zhanna luck?!

        The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

  • Pavilions 2-4-5 COTEMPORARY – shoes of modern design and high quality; Pavilion 4 also represents kids’ shoes and great iKIDSSQUARE

         The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

  • Pavilion 6 ACTIVE – sports shoes for everyday life and active rest
  • Pavilion 7 COSMOPOLITAN – modern shoes for rest: traveling and urban comfort. Also, there is the MICAM square in Pavilion 7 to be provided with more detail later.

           The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

What can you learn at the MICAM? The exhibition provides free workshops arranged by WGSN company where you can learn the following: shoes fashion macro trends, modern materials of future seasons and fashion forecasts for years to come.

The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

The workshops are held in the MICAM square, and you need to get registered on WGSN website for participating in them. Also, WGSN arranges real fashion shows in the MICAM square, the sight, I must tell you, is absolutely magical!

The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

The MICAM in MILAN – THE BIGGEST EXHIBITION OF SHOES ACROSS THE GLOBE

So, I recommend all professionals of shoes industry to just once visit the MICAM exhibition in Milan where you will, as minimum, get new ideas and unforgettable impressions, and you can contact me on interpretation services, exhibition registration and contact information on Italian manufacturers at the e-mail address: nadiaokhotnikova@gmail.com

I wish everyone luck!

 


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