...and turn theMICAM into a large global project, in which individual events do not change their specific details but are part of a single strategy."

TheMICAM is an all-Italian format with a global soul and is heavily focused on business. This year has seen the start of a new project, theMICAM in the World. This deep renewal of theMICAM and Assocalzaturifici's entire exhibition system was chosen to meet the demands of companies and to guarantee the industry has the necessary tools to remain competitive in markets around the world.

The number of Italian operators at theMICAM was 17,819, down from 20,501 in September 2012. "Italy’s presence," continued Sagripanti, "was naturally decreased because of the troubled situation of the domestic market and the closure of many points of sale. In view of this, it is comforting for theMICAM to have not seen a slump, but this decline must be a strong warning to the institutions to hear the loud alarm bell that Italian manufacturers have been ringing for a long time. It signals a serious situation, for which not enough effective measures have been taken to boost consumption and business."

The main focus at the show was the "Foot Rocker" area, created in collaboration with the Rolling Stone magazine, which offered visitors live DJ sets and 100% rock entertainment. In particular, on the first day the area was an exceptional spot for moments of pure glam, with a special appearance by Paris Hilton and a speech by Francesco Mandelli, who, with Vittoria Hyde from Virgin Radio, awarded the prize to the winner of the "Foot rocker: theMICAM's rebel soul". This contest is aimed at young university students and training agencies in the footwear and fashion sector.

As always, theMICAM paid particular attention to the younger generation when assigning the award for the Assocalzaturifici - MIUR contest, which has involved primary and secondary schools across Italy on counterfeiting, in respect of the environment. This delicate and complex issue was presented to children by Zelig comedians David Paniate, Paolo Casiraghi and Senso d’Oppio.

To tell the general public about the charm and seduction of footwear theMICAM was back in Milan with theMICAMpoint, to raise awareness on the issues of value, the quality of Made-in-Italy footwear and the fight against counterfeiting. The new location near Piazza Duomo saw a boom in attendance, strengthening the connection between theMICAM and the city of Milan.

"We're ending this edition of theMICAM with optimism and satisfaction, with 2014 events already being planned," said the President of Assocalzaturifici, Cleto Sagripanti. “The event will take place again in the second half of the year, from August 31 to September 3. We are ready to face the significant challenge that awaits us in August 2014 in moving the exhibition's date forward, feeling sure that our repositioning and internationalization strategy will be a winning formula for companies, the real key players of theMICAM."

theMICAM
(07/10/2013)