BRAZILIAN FOOTWEAR. Sold over US$ 20 million at MICAM
The 101st edition of MICAM Milano opened new doors for the Brazilian footwear industry, which returned to Brazil with greater possibilities for expansion. The fair, held from February 22 to 24 in Milan, Italy, featured 71 Brazilian brands, which generated 448 new contacts over the three days of the event. At the fair, footwear companies sold 273,000 pairs at the venue, generating more than US$ 8.4 million. Including expected sales initiated at the fair, the total reached one million pairs and US$ 20.4 million. Brazil’s participation was promoted by Brazilian Footwear, an export-support program of the Brazilian Footwear Industries Association (Abicalçados), in collaboration with the Brazilian Trade and Investment Promotion Agency (ApexBrasil).
Abicalçados business coordinator Paola Pontin highlighted that this edition of MICAM Milano was characterized by the diversity of countries represented in the event’s aisles. “We achieved very positive results, despite the global challenges faced by the sector and the decrease in buyers from the Middle East, since the fair coincided with Ramadan. After the event, we realized that the business reported by the companies even exceeded the figures of last year’s winter edition of MICAM. This shows that the Brazilian group managed to maintain markets and establish new contacts, which is essential at an event like this,” Paola commented.
“Positive in many ways.” That is how Leandro Moscardini, export manager at Opananken Antitensor (Franca/SP), assessed the fair, noting that the change in the stand location at MICAM Milano made it possible to generate new contacts during the three days. “We closed five orders during MICAM, including a buyer who had already placed orders for two seasons. Most of the clients who visited our stand commented that they always attended MICAM, but they did not know the company. This new location allowed us to establish several contacts in markets such as Australia, the United States, Japan, India, South Korea, Estonia, China, Taiwan, Kuwait, Mauritius and Singapore,” Moscardini said, stressing that the company was not yet operating in at least six of those countries.
Already confirmed for the September edition, the export manager also highlighted the positive signals following the reduction of tariffs for the United States. “Two clients who had stopped buying because of the taxes visited us and are now returning after the reduction.”
This edition of MICAM Milano featured fashion shows during the first two days of the event. And Brazil, the second-largest international delegation at the fair, shone on the runway. Seventeen Brazilian brands were selected for one of the most anticipated moments of the show: Andacco, Arezzo, Camminare, Carrano, Dinasty, JotaPe, Lightgel, Luiza Barcelos, Madeira Brasil, Melissa, Piccadilly, Ramarim, Santa Lolla, Schutz, Variettá, Vizzano and Werner.
Selected for the runway, Dinasty, a brand from Calçados Sandra (Nova Hartz/RS), participated in MICAM Milano for the first time in this edition. The company’s commercial director, Fábio Emílio Hartz, explained that this move represents a return to the market for the footwear manufacturer, which previously had a solid export presence and is now implementing a strategic expansion project.
“We were very pleased to see our footwear on the runway. And here at MICAM, we were able to start this process by meeting and contacting potential clients in the Middle East, Asia, Africa, Europe and Latin America. We closed two orders during the event, and this presence is important to show the market the factory’s production and design quality.” The plan is to return for the September edition to continue the work already underway.
Source and photo: ABICALÇADOS
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