Recognized as the most international footwear trade show in the world in terms of exhibitors—featuring around 900 brands—the 99th edition of Micam Milano delivered strong results for Brazilian companies supported by Brazilian Footwear, the sector’s export promotion program maintained by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). Held in Milan, Italy, from February 23 to 25, the event showcased Fall/Winter collections.

Abicalçados Business Coordinator, Paola Pontin, accompanied the initiative. "In total, there were more than 900 connections with buyers from around the world, particularly from Europe, Asia, and the Middle East. Half of these contacts were new. Once again, Micam Milano fulfilled its role of not only generating business but also fostering connections between the Brazilian industry and the international market," she assesses. She emphasizes that companies achieving the best results were those that had done their homework. "Pre-show preparation is becoming increasingly essential for success at the event. Companies that invested in this saw strong outcomes," she adds.

Despite the challenging economic climate in Europe and the Middle East—regions that account for the majority of Micam Milano visitors—business was conducted. According to a report by Abicalçados, 238,650 pairs of shoes were sold on-site, generating more than US$ 4.72 million. When factoring in expected post-show deals, a total of 1.15 million pairs are projected to be sold, amounting to US$ 16.86 million. Another key highlight from Paola is that Brazil once again had the third-largest international delegation at the event, underscoring the strength of Brazilian footwear, which is produced by the largest industry of its kind outside Asia.

Brazilian Exhibitors
Luiz Barcelos, president of Luiza Barcelos company, expressed satisfaction with the event's results. "As a trade show focused on Fall/Winter collections, we had strong visitor traffic. The reception to our collection was very positive," he says. The company is gradually rebuilding its export market, and participation in international fairs like Micam Milano is key to this strategy. "In 2023, exports accounted for 1% of our revenue; last year, that number increased to 2%. Our goal for this year is for exports to reach 10% of our revenue," he states.

Thânia Fileto, Export Manager at Ferracini, highlighted the strong visitor turnout. "It exceeded our initial expectations. We had visits from both longtime clients and new ones," she notes. She emphasizes that pre-show efforts to promote the brand and schedule meetings with international buyers were crucial to their success. "The European economy is facing challenges, but being present is vital. Even with lower sales volumes, maintaining market presence is essential," she says.

With around 30% of its footwear exported, Ferricelli sees Micam Milano as a strategic fair for its internationalization efforts. Janaína Rezende, the company’s Export Manager, explains that, in addition to generating new contacts with key clients, the event helps strengthen relationships with existing buyers. She cites an example of a Czech buyer who visited the booth at the September edition and, after working on product samples, finalized orders at this 99th edition. She also notes that the event opened a new market for Ferricelli: Iraq. "Consistent participation builds trust in the market," she concludes.

Ramon Bourscheidt, Export Manager at Usaflex, underscores the fair's importance in positioning brands internationally. "Micam Milano showcases brands with added value, and buyers here seek recognized names. Being present is essential," he says. At this edition, Usaflex secured new clients in Malaysia, Taiwan, Singapore, and South Korea.

Suzan Ellen de Souza, Export Manager at Suzana Santos, considers the participation successful, especially in generating new contacts for the company, which had not attended the 2024 editions. "Our strategy to consolidate our presence in the European market involves continuously exhibiting at Micam Milano," she reveals. The company established important connections, particularly in European countries, Central America, the United States, Israel, and India.

Beyond business and networking, the trade show featured fashion shows over its three days, showcasing key trends. Brazilian brands JotaPe, Lightgel, Vizzano, Maithê, Schutz, Variettá, and Voices Culture took part in these runway events.

The following brands participated in Micam Milano with the support of Brazilian Footwear: Actvitta, Adrun, Anatomic Prime, Anatomic Shoes, Andacco, Andine, Archetti, Arezzo, Azillê, Beira Rio, BR Sport, Camminare, Campesi, Capelli Rossi, Carrano, Cartago, Cecconello, Comfortflex, Cristófoli, Dakota, Degalls, Democrata, Divalesi, Ferracini, Ferricelli, Grendene, Grendha, Guilhermina, Ipanema, Jorge Bischoff, JotaPe, Killana, Kolosh, Kolway, Levecomfort, Leveterapia, LightGel, Loucos & Santos, Luiza Barcelos, Luz da Lua, Madeira Brasil, Maithê, Melissa, Mini Melissa, Mississipi, Modare Ultraconforto, Moema, Moleca, Molekinha, Molekinho, 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, West Coast, 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, more than 300 companies are served by the program, which last year generated US$ 147.5 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