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10 Mar. 2014

MICAM closes within polemics


Italy’s specialized footwear trade show “theMICAM”, held in Milan from 2-5 March, 2014, closed with a drop in visitor numbers, due to current tensions in the Russian territories and a nationwide public transport strike in Italy, complicating the journey to the event location.

“We can’t believe the unions have organized a national public transport strike right on the day of the fashion accessories exhibition in Milan, considering that the city will be hosting the Expo in less than a year,” commented Cleto Sagripanti, president of Assocalzaturifici, who is surprised and upset about the bad organization and communication between city authorities, nationwide organizations and the union management. “Despite the strongly negative impact of these factors, theMICAM remains a leading international event, which attracts global retailers through its high end collections and important business opportunities”.

More impressions from theMicam
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More impressions from theMicam
The trade show was hosting 1,589 exhibitors, including 631 exhibitors from abroad, on over 68,000 square meters. It reported an overall attendance of 33,372 people, including 17,606 international visitors. The number of visitors from Russia and nearby Eastern European countries showed a decline, as a result of the crisis in the Ukraine, as well as the devaluation of the ruble. The situation in the Far East and North America did not seem to have any signs of impact on the number of visitors from both regions. “I have faith in the industry,” continues president Sagripanti, “because our plans for international promotions and the many trade fairs organized by Assocalzaturifici all over the world will offer privileged opportunities to meet and work with international retailers.”

For this edition, TheMICAM revealed its new and first of a kind event, theMICAM THE ONE, held at the auditorium of the Milano Rho trade fair centre. The program featured a guest list of renowned personalities, such as world champion swimmer Federica Pellegrini, finishing the event with a DJ set by Boy George.

The collections presented for f/w 2014/2015 revealed a meticulous choice of designs and materials. Women’s shoes showed bolder lines, with a strict modern look, contrasting geometric lines and sporty and masculine influences such as laced-up variations with square high-heels and round shoe-tips. Gold trims, metallic inserts and animal prints retain, while the dominant shoe shapes are pointy-toed flats, sneakers and boots, ranging from cuissards to biker boots. The “British trend” continues for men, revised and transformed by new combinations of colors and materials.

The Foot Rocker Hall of Fame presented a museum of Rock&Roll footwear, showcasing the most common brands worn by rock stars. Throughout the event, prizes to the winners of the "Rock vs. Rap: The Soles Battle" contest were presented. The prize: A six months “On-the-job” experience with a footwear company, assigned for an original interpretation of the relationship between rock footwear and rap footwear in fashion.

The event continued to maintain its strong links with the city of Milan through theMICAM point, a location in the heart of Milan’s fashion district that welcomed 5,300 visitors (+40% compared to the previous edition). Italian excellence could be explored in all its forms - from food, technology through to the movie industry, presenting an exhibition on “Shoes in Film”. The exhibition featured great Italian shoe design elements with shoes worn by actresses featured in 15 famous movies, including “La grande bellezza”, winner of this year’s Oscar for Best Foreign Film.

Another important novelty was announced for the upcoming edition of “theMICAM” which will take place from August 31st to September 3rd, 2014. The show, revising its timing, will upgrade its image and will re-organize pavilions and areas.
Maria Cristina Pavarini

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