The 99th edition of Micam Milano, recognized as the world’s most international footwear trade show, delivered impressive results for Brazilian companies.
With nearly 900 brands exhibiting, the event, held in Milan, Italy, from February 23 to 25, served as a crucial platform for the footwear industry, showcasing Fall/Winter collections and generating valuable business opportunities.
The Brazilian Footwear Industries Association (Abicalçados), in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), supported Brazilian brands at the event. Pa
Paola Pontin, Business Coordinator at Abicalçados, emphasized the significance of the trade show, stating that over 900 connections were made with buyers from Europe, Asia, and the Middle East. Remarkably, half of these contacts were new, highlighting the event’s role in expanding global reach.
Pontin pointed out that pre-show preparation played a crucial role in securing business deals. Companies that invested in market research, networking, and strategic promotion achieved the best results.
Despite economic challenges in Europe and the Middle East, business was robust. According to Abicalçados, Brazilian brands sold approximately 238,650 pairs of shoes on-site, generating over $4.72 million in sales.
When factoring in expected post-show transactions, total sales are projected to reach 1.15 million pairs, amounting to $16.86 million.
Brazil’s footwear industry once again proved its strength, ranking as the third-largest international delegation at Micam Milano.
Several Brazilian footwear brands reported positive results from the event.
Luiza Barcelos, a luxury footwear brand, experienced strong visitor traffic. “The reception to our collection was very positive,” said Luiz Barcelos, the company’s president.
The brand is actively rebuilding its export market, with international fairs playing a key role. Exports increased from 1% to 2% of revenue last year, and the company now aims to reach 10% this year.
Ferricelli, which exports 30% of its footwear, saw significant international interest.
The brand secured a new market in Iraq, a direct result of its consistent participation at Micam Milano. Janaína Rezende, Export Manager at Ferricelli, highlighted how the event helped solidify relationships with existing buyers, citing a Czech buyer who finalized orders after testing samples from the September edition.
