Micam Milano surprises and generates almost USD 40 million for footwear manufacturers

Despite the uncertainty generated by coronavirus, Micam Milano exceeded the expectations of the Brazilian delegation that landed in Milan, Italy. The 76 Brazilian brands that participated in the trade show from February 16 to 19 left with business deals in the amount of USD 38.2 million -- combining the deals closed on the spot and the ones that began to be negotiated during the event --, result 60% better than the one registered in the February 2019 edition. The participation was promoted 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).

Abicalçados' Trade Promotion analyst, Paola Pontin, highlights that, just like the business deals, the number of contacts increased significantly, by 15%. "Our exhibitors met around 2 thousand contacts during the four days of the fair, which demonstrates the interest of the visitors and the assertiveness of Brazilian collections,” says Pontin.

Cautious due to the global situation, Savelli was surprised by the number of visitors and the business deals generated by the fair. "This edition that presents Winter collections traditionally is not as positive as the Summer edition.  That, combined to the fear generated by coronavirus, made us lower expectations; however, we were positively surprised by the number of visitors at the fair, which enabled us both to maintain customers and to penetrate the market in Singapore and to attract new customers in Australia, Lebanon, Algeria, and Morocco," says Bruna Pini, Savelli's export manager.

Alternative to China
Ala/Zatz had the same feelings. According to Bianca Régis, the company's sales representative, major European chains that used to buy from China ended up seeking suppliers in other manufacturing countries, generating better results than those expected. "Buyers have been seeking alternatives, since they need to stock their stores," she mentions. Régis also highlights the change in the company's strategy. It adapted its collection, products, colors, and materials to meet the demand of the European fast fashion market, which is part of Ala/Zatz' DNA.

The greater number of visitors than what was expected also caught the attention of Diego Fernandes, of Klin's export department. "We established contacts with very qualified customers; some of them even already placed orders here at Micam, which usually happens after the fair."

The results were good also for the companies that premiered at Micam Milano. After the four days of the trade show, Marco Scheffel, Andine's export representative, says he was able to penetrate into the markets in Japan, Lebanon, Colombia, and Niger.  "This is our first participation and we have already had great results, receiving qualified customers who seemed to be open to our products," says Scheffel. He added that Micam Milano was an important platform for the company's goal of doubling the amount it exports in one year (from 15% to 30% of the production).

The return for La Femme, which also landed at the trade show for the first time, was positive. "We know we have a long path ahead in the international market, which now corresponds to 3% of our production, but we left Micam Milano feeling that we are in the right direction, with a well-defined strategy to reach 10% in exports in the medium/long term," Renato Barboza, La Femme's director, stresses.

The brands Jorge Bischoff, Loucos & Santos, Luz da Lua, Capodarte, Dumond, Guilhermina, GVD International, Arezzo, Schutz, Ferracini 24h, Pegada, Democrata, Ferricelli, Shoetherapy, Savelli, Opananken Antitensor, Bibi, Diversão, Klin, World Colors, Ortopé, Kidy, Pimpolho, Piccadilly, So.Si, Invoice, Andacco, Smidt, Vizzano, Beira Rio Conforto, Moleca, Molekinha, Modare Ultraconforto, Molekinho, Actvitta, Madeira Brasil, Verofatto, Cecconello, La Femme, Stéphanie Classic, Ramarim, Comfortflex, Capelli Rossi, Tabita, Wirth, Carrano, Suzana Santos, Renata Mello, Azillê, Art's Brasil, Ala, Zatz, Cristófoli, Camminare, Divalesi, Werner, Killana, Di Valentini, L'Atelier, Usaflex, Andine, Awana, Petite Jolie, Kildare, Anatomic & Co, Moema, Sollu, New Comfort, Rider, Ipanema, Grendha, Zaxy, Cartago, Boaonda, Cherry, and Adrun participated in 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 development, trade promotion, and image actions 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: