Tommaso Cancellara

MICAM Milano Digital Show, which took place from 8 March to 8 May, saw the participation of over 90 brands and more than 5,000 international buyers who visited the platform and developed business.
“We are satisfied with the second edition of MICAM Milano Digital Show – says Tommaso Cancellara, MICAM’s CEO. We have implemented communication activities to maximise buyers’ attention towards the brands present on the platform. The more than 5,000 registered buyers visited over 35,000 pages and generated almost 2,000 connection requests with brands, increasing the commercial traffic by 60%, compared to the previous edition”.
What are the most sought-after product types? Cancellara replies once again: “Great attention was paid to the footwear of the winter season, especially boots and ankle boots, but also comfort and sports footwear, testifying to the fact that the pandemic has changed the way of working and daily life. A digital event which, as the director pointed out, generated over 50 online presentations based on the 4 MICAMX pillars in 8 weeks: sustainability, trends and materials, future retail and art fashion heritage & future. An opportunity for discussion, information and training, offered by MICAM Milano Digital Show, which will also continue in the next seasons albeit alongside face-to-face exhibitions which, remarks Cancellara, “remain essential for our sector”.

Siro Badon

We ask Siro Bardon, president of Assocalzaturifici and MICAM, about the industry's prospects and the association’s next steps.

Will digital continue to be part of your strategies at this point?
“The digital tool will remain essential within an evolved strategy adapted to market changes that requires planning, organisation and the ability to supply and reorder with major continuity, in addition to the need to offer customers, even quickly, novelties throughout the course of the year”.

Are there any signs of hope for the sector?
“The recent announcement by the Government which established a date for the resumption of face-to-face events, leads us to a cautious optimism towards the future. Restarting that virtuous system at the service of companies and exports that corresponds to trade fairs is equivalent to relaunching the entire supply chain on international markets”.

What can we say about MICAM’s next face-to-face edition?
“We are working on a new edition based on three-days instead of four, and in total safety thanks to the protocols developed together with Fiera Milano. MICAM is the first crucial business opportunity for our companies, the privileged way to proceed with the negotiation of orders and the most relevant opportunity for development and market penetration. It is essential for the restart of an essential sector for Made in Italy and our economy. A production segment that in 2020 experienced great suffering due to the pandemic”.

Expectations are very high in the hope that the restart will mark the starting point to resume business. So you cannot miss MICAM Milano. The appointment scheduled at Fiera Milano Rho from 19 to 21 September 2021.