The trade fair of Assocalzaturifici, which for years has been promoting quality Made in Italy products on the German market, is even more determined in 2020 to become a platform for business capable of replying to the real needs of participating companies and sector operators. For this reason, the event will be held in March on only two days, as always at the MOC (Munich Order Centre) trade fair complex, allowing buyers a visit that is more targeted and less dispersive. As far as the second half of the year is concerned, Moda Made in Italy has decided to postpone its dates to October 4-6, 2020, with its timing also conditioned by Oktoberfest and its enormous visitor turnout, but above all by the event’s desire to maintain its role in Munich as the last opportunity of the fashion season for the trade, which allows member of the trade to decide with greater leisure on what they want to purchase and how they can best perfect their final collection – once they have the initial results of the last season’s sales on hand – at the end of a packed calendar of international events. Changes in the trade fair calendar in recent years and difficult sales dynamics have led footwear companies to give up on making courageous choices in favour of “safer” products.
Moda Made in Italy will propose the winter 2020/21 collections of 145 brands, with Italian footwear products par excellence aimed in particular at countries like Germany, Austria, and Switzerland. The German market, in fact remains critical for Italian footwear exports, despite the less than dynamic business scenario currently characterising it. In 2018, Italy exported almost 34 million pairs of shoes to Germany with a total value in excess of a billion Euros. Last year, Germany confirmed its ranking as the second largest market for Italian footwear in terms of quantity and third largest in terms of value in the classification of end market countries. The figures for the first five months of 2019 are not as bad as those of the first quarter, with the -6% drop in volume balanced out by the increase in average price per pair, allowing the results to match those of the first five months of 2018 in terms of value.