Italian footwear trade fair points to a resumption of in-person events and generates USD 4.5 million

With 18 Brazilian footwear brands supported 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 Italian fair Micam Milano will likely generate over USD 5.4 million between deals that were closed on the spot and those that began to be negotiated during the event. The trade show took place in Milan, Italy, from September 19 to 21. It marks the more consistent resumption of in-person exhibitions in Europe. 

Abicalçados' Trade Promotion analyst, Paola Pontin, highlights that expectations of the brands were surpassed. "Even with fewer brands participating than before the pandemic, due to some ongoing restrictions, the event was positive and the brands were very satisfied with the possible resumption of in-person international events," she assesses. According to a report prepared by Abicalçados, 245 contacts were established with buyers from all over the world, most of them from countries in Europe and Asia and the United States; Deals closed on the spot generated over USD 1 million, an amount that will likely rise to USD 5.4 million due to deals that began to be negotiated during the trade show. 

Beira Rio's exports representative, Fabiano Pizzato, stresses that the company's booth was visited by qualified people, especially European customers. "This edition of Micam marked the resumption of in-person work since the beginning of the pandemic, and we were able to perceive a new feeling among buyers regarding the upcoming year," he highlights. 

Participating in the Italian event for the first time, in Emerging Designers, the space for new talents of the footwear fashion world, Ammabile points to the opportunity of being present in this "time of new beginnings." "Our participation was very special. I was able to see that the audience was very interested in new brands and designers, which made us hopeful. It was a great opportunity to prospect for customers and to network," says the brand’s creative director, Rafaela Zago. 

The Brazilian brands Cecconello, Madeira Brasil, Verofatto, Carrano, Ammabile, Anamomic Shoes, Moema, Jorge Bischoff, Loucos&Santos, Pegada, Beira Rio Conforto, Moleca, Molekinha, Molekinho, Vizzano, Activitta, BR Sport, and Modare Ultra Conforto participated in the event.  The next edition of Micam Milano is already scheduled. It takes place from February 20 to 23, 2022.

Along with the in-person fair, Micam Milano has been holding its digital version since September 15. It will go on until November 15. Twenty-one Brazilian brands will be on the platform. They are also supported by the exports promotion program developed by Abicalçados and Apex-Brasil. The Brazilian brands Opananken, Pampili, Usaflex, Vizzano, Modare Ultraconforto, Activitta, Capelli Rossi, Kidy, Marrie Josefine, West Coast, Cravo&Canela, Plugt, Ghetz, Dumond, Capodarte, Pegada, Malu Super Comfort, Ferracini, Ferrucci, Cecconello, and Andacco participate in the digital version of the event.



About the Brazilian Footwear:
The Brazilian Footwear is an exports promotion program developed by Abicalçados in partnership with Apex-Brasil. The program aims to increase exports of Brazilian footwear brands through actions aimed at development, trade promotion, and image, focusing on the international market. Learn more: |

About Apex-Brasil:
The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad and to attract foreign investment into strategic sectors of the Brazilian economy. To reach these goals, Apex-Brasil carries out diverse trade promotion actions that aim to promote exports and to value Brazilian products and services abroad, such as prospective and trade missions, business networking meetings, support for the participation of Brazilian companies in important international fairs, and visits from foreign buyers and opinion formers to get to know the Brazilian manufacturing structure, among other business platforms that also aim to strengthen the Brazil brand.  Learn more: