It was anything but a sure thing: the 16,000 buyers who decided to visit MICAM and the other fashion fairs held in Milano Rho from 20 to 25 September under the flag #strongertogether, wanted to believe in the relaunching of the fashion industry, one of the most strategic segments of Made in Italy. With their presence they rewarded the courage of all the exhibiting companies that chose to participate in MICAM, the international footwear trade fair; MIPEL, the international event dedicated to leather goods and accessories; TheOneMilano Special featured by MICAM, the women's haut-à-porter show; A New Point Of View, the special format by Lineapelle, with its leathers and materials for the fashion industry; and HOMI Fashion&Jewels Exhibition. In other words, there is strength in numbers: during a moment that is still dominated by pandemic winds, the resulting numbers send a positive and clear signal of the market’s intention to react with conviction and determination. It was also no coincidence that there was an important presence of foreign buyers, around 4000, making up 25% of the total, and coming mainly from nearby Switzerland, Germany, and France: an encouraging result. Orders were also not lacking at the fair, even if the downtrend – which is understandable – was related to the difficulties of the moment. However, from here on out, it is possible to look forward.
“This edition of MICAM was held in a historical, unprecedented moment. – commented MICAM Chair, Siro Badon – We received thanks from operators for our courage and tenacity in proposing it. It undoubtedly represented a moment for the relaunching of business and has been the driving force for other events with which synergies have been built. The pandemic, which is constantly changing form, has created problems for our production sector, difficulties that we have experienced first-hand at MICAM. But we are hopeful for the future, first in line to create opportunities for companies in the supply chain and to support them on a daily basis. Because one can only get out of such a situation by working as a team, all rowing in the same direction. The entire fashion manufacturing industry is paying for the effects of this crisis, with a significant decline in turnover, especially in exports. It is clear that to overcome this phase, external help is also needed, I am referring, in particular, to the institutions that must concretely support these events. Companies must be supported through economic incentives and tax relief. Trade fairs such as MICAM are not only an irreplaceable moment in which to do business but are also a vehicle to give international visibility to the excellence of ‘Made in Italy’ that is represented by companies in our sector”.
The MICAM selection was extremely high-end, as usual, with SS2021 collections rich in creative highlights and innovation. Great emphasis was given over to the Emerging Designer area dedicated to creative talents in footwear and to MICAM X, the space dedicated to materials, sustainability, retail, and heritage & innovation, which also hosted animated talks and workshops.
With the physical fairs now over, the events will continue to keep the market open digitally through applications, smart catalogues, and business portals: MICAM Digital Show will overcome restrictions on international travel by bringing exhibitors and buyers into contact with one another on the platform that has been developed in partnership with NuORDER, which already has a community of 500 thousand buyers to its name.