The aim of Assocalzaturifici’s promotional roadshow, due to kick off in Jakarta on 19 July, is to present the 86th edition of MICAM – the international footwear fair to be held at the Fiera Milano (Rho) from 16 to 19 September 2018 – to those working in the sector. The roadshow will tour the nations of the South East Asian Association (ASEAN), passing through Singapore (24 July) and ending in Kuala Lumpur (25 July).
Promoting MICAM abroad through a series of preview teaser events is part of the strategy pursued by Assocalzaturifici in collaboration with the Italian Trade Agency-ICE to boost MICAM’s image abroad and, above all, to bring the excellence and quality of Italian footwear to the attention of the world.
This year the presentation teasers will be enhanced by the presence of WGSN, the world’s leading observatory on the fashion industry, which will provide dealers with an up-to-date forecast of fashion trends for next season in the course of its seminars.
“The pondered choice we made in promoting the excellence of Micam in the ASEAN countries enables us to play a leading role in an area with an enormous potential for growth, one in which the “made-in-Italy” needs to be valorised further” says Annarita Pilotti, Chair of Assocalzaturifici. “ In 2017, Italy exported more than 650 thousand pairs of shoes to Southeast Asian countries for a total value of 66.3 million euros, despite a slight 4% drop in quantity and 7.5% in value compared with the previous year.
This year –concludes Pilotti – we are also happy to announce our partnership with Kuala Lumpur Fashion Week. This will allow us to promote MICAM even more incisively and provide greater opportunities for meeting buyers from Asia, who are traditionally keen on Italian-made goods; at the same time, it will help us to support the Business Development Program, a project designed to reward the most talented designers in the field of footwear who will be invited to visit MICAM Milan from September 16th to 19th 2018.