The 101st edition of MICAM Milano opened new doors for the Brazilian footwear industry, which returns to the country with fresh opportunities for expansion. The trade show, held from February 22 to 24 in Milan, Italy, featured 71 Brazilian brands, which generated 448 new contacts over the three-day event. During the show, footwear companies sold 273 thousand pairs on-site, generating more than US$ 8.4 million. Including the expected deals initiated at the trade show, the total reaches 1 million pairs and US$ 20.4 million.

Brazil’s participation was promoted by Brazilian Footwear — an exports support program maintained by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil).

Abicalçados’ Business Coordinator, Paola Pontin, emphasizes that this edition of MICAM Milano was marked by the diversity of countries represented in the aisles of the event. “We achieved very positive results, despite the global challenges faced by the sector and the decrease in buyers from the Middle East, as the trade show coincided with the Ramadan period. After the event, we realized that the business reported by the companies even surpassed the figures from last year’s winter edition of Micam. This shows that the Brazilian group managed to maintain markets and establish new contacts, which is essential at an event like this,” Paola comments. 

“Positive in many ways.” That is how the export manager of Opananken Antitensor (Franca/SP), Leandro Moscardini, assessed the trade show, noting that the change in booth location at MICAM Milano made it possible to generate new contacts over the three days. “We closed five orders during Micam, including one buyer who has already placed orders for two seasons. Most of the clients who visited our booth said they always attend Micam but were not familiar with the company. This new location enabled us to establish several contacts in markets such as Australia, the United States, Japan, India, South Korea, Estonia, China, Taiwan, Kuwait, Mauritius and Singapore,” Moscardini says, emphasizing that the company had not yet operated in at least six of those countries.

Already confirmed for the September edition, the export manager also highlights the positive signs felt following the reduction in tariffs for the United States. “Two clients who had stopped buying due to the taxation visited us and are now returning after the decrease.”

Brazil takes the spotlight on the runway

This edition of MICAM Milano featured fashion shows on the first two days of the event. And Brazil — the second-largest international delegation at the trade show — shined on the runway. Seventeen Brazilian brands had their footwear selected for what is one of the most anticipated moments of the show: Andacco, Arezzo, Camminare, Carrano, Dinasty, JotaPe, Lightgel, Luiza Barcelos, Madeira Brasil, Melissa, Piccadilly, Ramarim, Santa Lolla, Schutz, Variettá, Vizzano and Werner.

Selected for the runway show, Dinasty, a brand of Calçados Sandra (Nova Hartz/RS), took part in MICAM Milano for the first time at this edition. The company’s Commercial Director, Fábio Emílio Hartz, explains that this move represents a market comeback for the footwear manufacturer, which had a strong export presence in the past and is now implementing a strategic expansion project.

“We were very pleased to see our footwear featured on the runway. And here at Micam, we were able to begin this process by meeting and initiating contact with potential clients in the Middle East, Asia, Africa, Europe and Latin America. We closed two orders during the event, and this presence is important to show the market the factory’s production and design quality.” The plan is to return for the September edition to continue the work already underway.

Present at the trade show for several years, Santa Lolla (Itajaí/SC) is also returning to Brazil pleased with the results of MICAM Milano. The company’s Export Manager, Haide Sehen, highlights the strong movement during the first two days. “We were surprised by the flow of visitors for a winter edition. All clients were delighted with the collection, in which we brought Brazilian elements, featuring handcrafted braided details and vibrant colors. The trend is to open new markets from the contacts made, in addition to maintaining existing clients,” she says, recalling that six Santa Lolla shoes shined on the trade show’s runways. “Being selected was also very rewarding, as it brings greater visibility to the brand.”

The 101st edition of MICAM Milano featured the participation, with the support of Brazilian Footwear — an exports incentive program maintained by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) — of the following brands: Actvitta, Adrun, Anatomic Prime, Anatomic Shoes, Andacco, Archetti, Arezzo, Azillê, Beira Rio, Bibi, Bonton Leather Care, BR Sport, Camminare, Capelli Rossi, Carrano, Cartago, Cecconello, Comfortflex, Cristófoli, Degalls, Democrata, Dinasty, Ferracini, Grendene, Grendha, Guilhermina, Ipanema, Itapuã, Jorge Bischoff, Jotape, Killana, Levecomfort, Leveterapia, LigthGel, Loucos & Santos, Luiza Barcelos, Luz da Lua, Madeira Brasil, Melissa, Mini Melissa, Modare Ultraconforto, Moema, Moleca, Molekinha, Molekinho, New Face, Opananken Antitensor, Pegada, Petite Jolie, Piccadilly, Quiz, Ramarim, Renata Mello, Rider, Santa Lolla, Santinelli, Savelli, Schutz, Suzana Santos, Usaflex, Valentina, Variettá, Verofatto, Vicenza, Villione, Vinci Shoes, Vizzano, Voices Culture, Werner, Wirth and Zaxy.

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.