Digital Drives Micam Brands Amid Physical Show Return

Italy’s small and medium sized footwear companies accelerated their digital strategies during the pandemic — and those efforts are beginning to pay off, especially in key markets like China. Exhibitors at Micam’s spring ’22 footwear trade show at Milan’s Rho Fairgrounds — which wrapped today — said first half sales were salvaged by buoyant performance of digital sales in the absence of tourist shopping and an overall spending slowdown. “Major markets like China are balancing themselves. We’re seeing a shift. They used to travel and now they want to buy at home. And despite the pandemic, sales generated from China were up 106.4% compared to the first half of 2020,” said Tommaso Cancellara, Micam’s CEO. After a 12-month hiatus from the physical fairs, exhibitors were eager to return to face-to-face meetings. Some 652 brands, of which 262 were from overseas, exhibited at the show.  Morale was higher, though the number of exhibitors still pales in comparison to pre-Covid norms of 1300 exhibitors and 2000 collections. Spanish sandals brand Alohas, which took part in Micam’s emerging designer showcase last year, books about 80% of its sales online and 20% through its wholesale channel. Its Instagram marketing and the success of its unique on-demand fashion model

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