The Milanese fair saw a drop in visitors from the Russian area. The new format goes into progress on 31 August: a more targeted product layout in the halls and enhanced service for buyers
A moderately good outcome for the last theMicam, held in Milan from 2 to 5 March with the participation of almost 1,600 exhibitors from 130 nations to present collections for next winter. The number of visitors (33,372) in fact saw a drop of 5.6% compared to the March edition of 2013, a decline in attendance that could be put down to the delicate situation in the Russian area as well as a national public transport strike that consequently caused difficulties concerning traffic circulation on the roads. Some 17,606 foreigners registered at this latest theMicam as against 19,181 last year (-8%).
Undoubtedly the Ukraine crisis had its effect but also heavy devaluation of the ruble, signs of slowdown also followed the difficulty in exchange with some currencies that are increasingly suffering countertrade. The situation is more positive for the Far East and North America which are holding up.
News about next theMicam at the end of August
The event now looks ahead to the next edition, scheduled for 31 August to 3 September 2014 with an updated format and reorganization of the layout to facilitate buyers’ visits so as to make the most of time spent at the fair. All the innovations were announced during theMICAM The One event held at the Auditorium of Fiera Milano Rho, a unique and entertaining moment presented by Daniele Bossari, with the participation of world swimming champion Federica Pellegrini and of world famous techno-illusionist Marco Tempest.
We have decided on earlier dates for the fair because market times are changing – explained Sagripanti to colleagues and dealers – We thought it over a lot, had many meetings but in the end decided to go ahead and we assure you that by the end of August we will be ready with a very high standard fair
The main novelties of the new format feature reorganization of layout as regards types of products. Halls 1 and 3 will host top end footwear dedicated to the Luxury universe, 2 and 5 will focus on Contemporary with medium-high range brands and fashion content,Hall 4 is earmarked for Urban offers and Kids collections, with 6 housing Active footwear for leisure and shorts. The Street segmentfocuses on young and trendy models in Hall 10.
Great efforts will be made to offer services that further simplify the work of buyers, starting from Wi-Fi and digital information points throughout the whole fair. There will also be Welcome desks at Linate and Malpensa airports, with the possibility to check-in and obtain information plus services of various types actually in the fair.
Another novelty will be theMicam Square, an area where visitors can update on trends in fashion and the market.