June marks the return of physical fashion trade fairs, even if there is no going back from the digital way of life and, as such, online events will continue to accompany those happening in person. As usual, Micam Milano will take place in September, from the 19th to the 21st at Rho Fiera Milano, and will have everything in place to ensure its safe running. “We are working to create an edition that is concentrated in a new formula of three days instead of four” – explains Siro Badon, president of Assocalzaturifici – “It represents the first decisive business opportunity for our companies, their preferred way to proceed with the negotiation of orders, and the most significant opportunity for development and market penetration. It is essential for the reboot of a crucial sector for ‘Made in Italy’ and for our economy. A production segment that in 2020 suffered enormously due to the pandemic”.

There are four key points on which the next edition will focus: sustainability, which is at the centre of attention thanks to the Micam X format and the dedicated area ‘The Garden’; the new proposal by Emerging Designers, ‘Start-Up Bootcamp’ and ‘Artigiano 4.0’; and the respect of regulations to ensure maximum safety.

The integration of the physical and the digital continues. Indeed, the Micam Milano Digital Show just ended on the 8th of May, with the participation of over 90 brands and more than 5,000 international buyers who visited the platform and did business there. The digital tool will remain essential as part of an evolved strategy adapted to market changes that requires planning, organisation and the ability to supply and replenish with greater continuity than in the past, but also to quickly offer customers new products throughout the year. The commercial part of the event was accompanied by high-level virtual content thanks to the Micam X webinars, a laboratory dedicated to innovation and highly topical issues such as sustainability, trends and materials, the future of retail, and art fashion heritage & future. A format that will continue alongside physical trade fairs in the future as well.