Micam Milano will likely generate USD 675 thousand for Brazilian footwear manufacturers

Smaller than in previous years due to the restrictions introduced because of the new coronavirus pandemic, the 90th edition of Micam Milano took place in Milan/Italy from September 20 to 23. It will likely generate USD 675 thousand for the nine Brazilian brands that participated in the trade show through 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 USD 154 thousand were generated on the spot. They will likely be combined with another USD 521 thousand in deals that began to be negotiated during the event. "Smaller than in previous years, due to the restrictions imposed by the new coronavirus pandemic, the trade show ended up being satisfactory," Pontin says, stressing that 76 brands participated in the fair in September last year. According to her, only companies with local representatives were able to be present at the event this year due to travel restrictions for Brazilians in Italy. According to the promoter, the 90th Micam Milano featured 500 exhibitors and welcomed five thousand buyers, most of them from Europe. "The impact was great since the fair usually features over 1.5 thousand exhibitors and 45 thousand visitors," the analyst assesses.

The Brazilian brands Madeira Brasil, Verofatto, Cecconello, Carrano, Rider, Ipanema, Grendha, Zaxy, and Cartago participated in Micam Milano.

Due to the restrictions on visits to the in-person event, Micam has been holding digital fairs this year in partnership with NuOrder. For example, fourteen Brazilian brands – Killana, Democrata, Usaflex, Ferracini, Luz da Lua, Adrun, Andacco, Andine, Jorge Bischoff, Cocco Miami, Ghetz, Tabita, Cristófoli, and Guilhermina – have been participating in Micam Milano Digital since September 15. The trade show will continue until November 15.

Micam Americas Digital, the U.S. branch of Micam, has been taking place since September 1 and will be held until November 1, eleven 11 brands – Paula Torres, Carrano, Opananken, Petite Jolie, Savelli, Guilhermina, Cocco Miami, Pegada, StepsGreen, Ortopé, and Plugt.

Both trade shows take place on the website 


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.
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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.  
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