Two different markets, one that is still in the midst of an economic crisis, and the other on the road to recovery, resulted in two very different outcomes for the two key events dedicated to footwear in Kazakhstan and Ukraine: La Moda Italiana@Almaty (5-7 March) and La Moda Italiana@Kiev (11 and 12 March). “The Ukrainian market’s reaction to the Italian offering and especially the high-end range was positive. – declared Arturo Venanzi, Assocalzaturifici councillor for the Russian area – Generally speaking, it reflected the climate of economic recovery in Ukraine, while in Kazakhstan, we once again recorded a certain amount of difficulty. There is a continuation of the problems resulting from the political-economic uncertainty, the devaluation of the currency, and the greater difficulty in gaining access to credit. Nevertheless, balancing out this trend was dynamic participation from the neighbouring Central Asian nations and especially from Uzbekistan”.

Scheduled earlier on the Russian trade fair calendar than in the past, in order to meet the needs of the fashion-clothing segment, for the first time, the two events offered a total look proposal also thanks to the collaboration cemented between Assocalzaturifici and EMI_Ente Moda Italia. A synergy between footwear, leather goods, and apparel, which, in its first trial run, seems to have been appreciated: “Both in Almaty and at Kiev there was interest expressed in the joint offering of footwear and clothing. – commented Arturo Venanzi, – It’s too soon to say just how much of this synergy can be attributed to the sales campaign. You could say that as a first attempt we are satisfied”.

At Almaty, 25 footwear and leather goods businesses were joined by two apparel companies, which met up with over 200 buyers coming from Kazakhstan, Uzbekistan, Tajikistan, and Kirghizstan… at the Dom Priemov conference centre in the Kazakh capital.

The Hotel Hyatt Regency in Kiev was instead the venue where around forty footwear and leather goods companies, together with half a dozen manufacturers of apparel, met up with local buyers, for a total of 150 operators.

Important as ever was the collaboration with the ICE Agency at the events, which supported the activities of Italian businesses by organising incoming delegations of buyers and direct mailings.