Micam Milano will likely generate USD 42.64 million for Brazilian footwear manufacturers

The 88th edition of Micam Milano, largest footwear fair in the world, took place from September 15 to 18. With record participation of Brazilian brands, 76 in total, the event will likely generate USD 42.64 million between deals that were closed during the event and those that began to be negotiated on site. The presence of Brazilian companies was enabled by the Brazilian Footwear, footwear exports promotion program developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).

The coordinator of Abicalçados' Trade Promotion and Relationship Unit, Letícia Sperb Masselli, highlighted the 14% growth in the values generated on the spot in relation to the same period in 2018. In this edition, 748 thousand pairs were sold, with estimated sales of 2 million more in upcoming months. In business deals, the trade show totaled USD 14.56 million. The expectation is to add more USD 28.08 million to this amount. "The great distinguishing feature of Micam is its global profile. There we find buyers from all continents, providing opportunities to promote our brands and negotiate great deals, which is demonstrated by the figures," Masselli said. Addressing the number of participating companies, the coordinator celebrated: "Brazilian companies seek internationalization, and the Brazilian Footwear is proud to be able to enable such an expressive Brazilian participation abroad."

Decades of success
The edition that presented Spring/Summer 2020 collections celebrated the 50-year anniversary of the fair.

Currently, Micam takes place twice a year (February and September), in a space divided into seven halls that total about 60 thousand square meters. It welcomes exhibitors of over 30 different countries. Brazil is very significant among the delegations, corresponding to the third country (besides Italy) when considering the number of participating companies. In terms of visitors, the fair is also successful, receiving about 45 thousand people from over 130 countries.

The size and the organization of the trade show surprised Mariotta's sales manager, Marcus Mott. He had never been to Micam, and this was the first edition which the company took part in. "The fair is very large, with many brands from different places. Being here is important to establish our position in the international market," Mott analyzed. The results also cheered the company, which regarded the experience as positive. "We established many new contacts, most in markets where we have not been operating yet. Now, it is important to be consistent, being present in upcoming semesters, until the name of the company becomes established among buyers," he evaluated.

For Luz da Lua's export manager, Carolina Costa, the results of the event were also very positive. "All days of the fair were busy at our booth. On the first day, we mainly received the customers who already buy from the company, whose visits we had scheduled previously. On the other days, we mostly met new customers. Even the last day, which is generally less eventful, was good for us," she celebrated. According to Costa, it was possible to note a change in the profile of the buyers in relation to past editions. "We were visited by larger customers, with several stores, who were interested on the brand and not on outsourced production.  Many new contacts from Italy, the United States, and the Middle East," she highlighted.

During the 50th anniversary of Micam, Democrata, one of the first Brazilian companies to exhibit during the fair, recalled its history of participation. Its export manager, Anderson Melo, has been following the trade show for around 15 years. According to him, the event is an important showcase for the brand abroad. "It is a complete fair, which enables the maintenance of customers, the penetration into new markets, and the promotion of Democrata's image," he assessed.  He recalled that the understanding on the fair came with experience: "The first editions amount to a lot of learning. Nowadays we know what to expect and how to make the work we already develop in Brazil extend to other countries."

With regards to the last edition of the fair, Melo said he is satisfied with the results. "This edition was much better than the one corresponding to the same period last year, in our estimation. We grew in volume, met good customers and created new possibilities of markets in Asia and Europe,” he concluded, underscoring the relevance of the fair to expand the brand.

Presenting Fall/Winter collections, the next edition of Micam Milano takes place from February 16 to 19, 2020.