The footwear trade show Micam Milano, along with four other events representing the Italian fashion industry and that overlapped over a five day-period at the Fiera Milano Rho exhibition hall, attracted 16,000 buyers. The fairs united under the #strongertogether banner.
The other events were Mipel, dedicated to leather goods and accessories, TheOneMilan Special, which featured for the first time at Micam capsule collections of women’s clothes, A New Point Of View, a special format by Lineapelle focused on semi-finished leather products, and Homi Fashion&Jewels Exhibition, dedicated to jewelry and wearable fashion accessories.
Among the fairs grouped under #strongertogether was also the eyewear fair DaTE, held in Florence and that attracted a further 1,000 buyers.
Of the buyers who visited the Milan exhibitions, a quarter were foreigners. The shows were supported by the Italian foreign ministry and the Italian trade agency, ITA. Micam pointed out that it registered “positive signals” from Switzerland, Germany, and France, which are Italy’s three main export markets.
Micam Milano ran from Sept. 20 to 23 but a digital edition, Micam Milan Digital Show, which started on Sept. 15, continues until Nov. 15. Mipel and TheOneMilano Special where integrated into Micam, while Homi Fashion & Jewels Exhibition was held from Sept. 19 to 22, and Lineapelle, from Sept. 22 to 23.
Due to the outbreak of the Covid-19 pandemic and the subsequent travel restrictions, Micam’s attendance is much lower than in previous years. Already the February edition had suffered a 5 percent drop in visitors due to the outbreak of the pandemic in China and in Northern Italy. Nevertheless, Micam’s chairman Siro Badon expressed satisfaction about the outcome of the event noting that it had been “held in a historical, unprecedented moment.” Prior to Micam, the organizers had indicated that over 5,000 buyers, primarily had confirmed their participation.
Badon stressed that to overcome the current crisis, local authorities have to help companies through incentives and tax relief and support trade shows.