The Italian trade show Micam Milano, regarded as one of the most important in the world, welcomed 80 Brazilian footwear brands to its 100th edition. The Brazilian participation was supported by Brazilian Footwear, an export promotion program for the sector maintained by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The show, held in Milan, took place from September 7 to 9.

A report prepared by the Brazilian Footwear Industries Association (Abicalçados) shows that, on site, 433,200 pairs of footwear were sold, generating US$ 8.48 million for Brazilian brands. Adding the deals initiated during the trade show, exports are expected to reach 1.28 million pairs and US$ 22 million. “In this edition, we had a strong attendance of buyers from all continents. There were nearly one thousand business contacts throughout the show, half of them new. Micam Milano is essential for expanding the reach of Brazilian footwear exports, not only maintaining but broadening the range of countries served by our products,” says Abicalçados’ Relationship and Business Manager, Letícia Sperb Masselli.

Market diversification
Participating in Micam Milano for the past ten years, Savelli emphasizes the importance of the trade show in diversifying the markets it serves. The company’s Export Manager, Bruna Pini, recalls that a decade ago Savelli was heavily dependent on the U.S. market. “Before Micam Milano, 65% of our exports went to the United States. Today, that figure has dropped to between 20% and 22%,” she explains. According to her, thanks to participation in the Italian event, the company now serves more than 50 international markets. “In this edition, we welcomed both long-standing and new key international clients, with significant orders,” she adds. 

For Calçados Beira Rio, Micam Milano has been the gateway to Europe, while still maintaining its presence in key markets across Latin America and Asia. “The trade show attracts buyers from all over the world and is the meeting point where the entire industry comes to discover trends and new developments. Participation was highly successful in strengthening the positioning of the group’s brands,” says Tiago Vicente, Global Marketing Analyst at Calçados Beira Rio. In this edition, the footwear giant brought its ambassador and international model Alessandra Ambrósio to the event. 

Taking part in Micam Milano to reinforce its brand repositioning in the international market, especially in Europe, Killana left the show pleased with the business and contacts established. “In this edition, we put into practice our strategy of presenting footwear with an international appeal, showcased in an open and attractive booth. We had significant visitor traffic and secured 12 new clients in markets such as Germany, France, Ukraine, and Poland,” says the company’s Export Manager, Geison Ferreira.

In addition to business deals, the 100th edition of the Italian trade show also featured runway presentations of products from exhibiting brands. In total, 15 Brazilian brands were selected to showcase their collections, some with more than one product. The brands on the runway included: Arezzo, Bottero, Camminare, Ferracini, Itapuã, Melissa, Opananken Antitensor, Pegada, Ramarim, Santa Lolla, Savelli, Schutz, Variettá, Vizzano, and Voices Culture.

The 80 Brazilian brands that took part in this edition of Micam Milano, with the support of Brazilian Footwear, were: Actvitta, Adrun, Anatomic Prime, Anatomic Shoes, Andacco, Andine, Archetti, Arezzo, Azillê, Beira Rio, BR Sport, Camminare, Campesi, Capelli Rossi, Carrano, Cartago, Cecconello, Cocco Miami, Comfortflex, Cristófoli, Dakota, Degalls, Democrata, Dian Patris, Divalesi, Ferracini, Ferricelli, Grendene, Grendha, Guilhermina, Ipanema, Itapuã, Jorge Bischoff, Jotape, Killana, Kolosh, Kolway, Levecomfort, Leveterapia, LigthGel, Loucos & Santos, Luiza Barcelos, Luz da Lua, Madeira Brasil, Maithë, Melissa, Mini Melissa, Mississipi, Modare Ultraconforto, Moema, Moleca, Molekinha, Molekinho, New Face, Opananken Antitensor, Pegada, Petite Jolie, Piccadilly, Pink Cats, Ramarim, Renata Mello, Rider, Santa Lolla, Santinelli, Savelli, Schutz, Stéphanie Classic, Suzana Santos, Tabita, Usaflex, Valentina, Variettá, Verofatto, Vicenza, Villione, Vizzano, Voices Culture, Werner, Wirth, and Zaxy. 

 About Abicalçados:
The Brazilian Footwear Industries Association (Abicalçados) is the entity that represents the national industry, the fourth largest producer of footwear in the world, the largest in the West. Founded in 1983, Abicalçados, is headquartered in Novo Hamburgo/RS, has in its membership companies of all sizes and that account for more than 65% of the total pairs of shoes produced in the country. The entity represents an industry that directly employs more than 290 thousand people. Its mission is to represent, defend, develop and promote the Brazilian footwear industry, with respect, excellence and results. Learn more: abicalcados.com.br

About Brazilian Footwear:
Brazilian Footwear is an export incentive program developed by Abicalçados in partnership with ApexBrasil. This program aims to increase the presence of the Brazilian industry and its brands in the international market through development actions, commercial promotion and image. Currently, about 300 companies are served by the program, which last year generated US$ 128,3 million for Brazilian companies supported by Brazilian Footwear. Learn more: brazilianfootwear.com.br | abicalcados.com.br/brazilian-footwear. 

About ApexBrasil: 
Brazilian Trade and Investment Promotion Agency (ApexBrasil) is the Brazilian government’s trade and investment promotion agency. Regarding the investment activity, we support international investors as they analyze the opportunities to establish a plant in Brazil, start a partnership with a Brazilian company, or commit capital in Brazil through funds and companies. Our goal is to satisfy investors needs and generate results as we attract technology, innovation, new companies and generate jobs in Brazil. Learn more: https://apexbrasil.com.br/br/en.html#home.