MICAM will be the mouthpiece of a system that has the desire to start again, aware that recovery will be a complex, gradual process, and confirms the edition scheduled to take place in September.
There are three fronts on which MICAM is working. The first regards safety: together with Fiera Milano, MICAM is developing a protocol containing measures aimed at guaranteeing exhibitors and visitors maximum safety in line with the “new normality” that will apply to business meetings from now on. The second front will allow businesses to re-establish bonds with the market and create new business opportunities for a sector that will emerge from this healthcare emergency completely changed. Fundamental in this sense is the feedback received from Italian and foreign businesses interviewed by MICAM: the survey of MICAM in fact outlined how 80% were directly penalised by the lockdown, which led to more than 90% of them having their order portfolio reduced, paralysing production for more than 60% of companies, and making it impossible to show the new collections. The channel which businesses looked to during the lockdown was the digital channel, with 60% sending buyers pictures of the
ir collections by e-mail, 39% using their own internet sites, 31% using social networks, and 15% using new platforms.
However, the fair itself remains the main tool for developing markets and commercial relations, with 75% of the companies confirming their desire to participate in the September edition.

Siro Badon

“MICAM is essential in supporting a critical sector for Made in Italy and our economy – declares Assocalzaturifici and MICAM Chairman Siro Badon – Thanks to its status as the world’s biggest footwear trade fair, it supports connections between manufacturers and buyers. While alternative opportunities for maintaining business relations were developed over the past few months, meeting at the trade fair still represents the most important opportunity for growth on the market and a privileged way of negotiating orders. Our companies have adapted right away with protocols to prevent the spread of contagion, and the same methods may be applied to guarantee safety at the trade fair. We absolutely need to offer our member companies some certainty at a time when they are suffering from the economic repercussions of the emergency. Without hope on the horizon, we risk entering a tunnel with no way out. Confirming MICAM is the best response to the current doubts on the market”.

Tommaso Cancellara

“At a time of great uncertainty in our industry due to the global medical emergency, we listened to the needs of footwear companies and buyers and we are ready to help them get started again –comments Tommaso Cancellara, MICAM CEO and Assocalzaturifici General Manager – This is why the next MICAM will be particularly important, drawing on a new awareness and additional suggestions inspired by dialogue with Italian and international companies. Operations are already under way to prepare for the September edition, which will be an especially important event in re-establishing bonds with the market and creating new opportunities in perfect safety. We’re negotiating and defining a commercial agreement with one of the world’s key players in digital services, to offer all MICAM exhibitors a new b2b digital sales channel. We will be unveiling the details in the weeks to come”.
The MICAM machine is accordingly ready to face new challenges and the footwear manufacturing industry, which has shown itself to be resilient numerous times, will know how to make the most of the opportunities generated by the fair.