One hundred Spanish companies 46 of them belong to the state of Alicante. Companies are moving to the competition by exceeding the export figures before the pandemic. But the event is presented as a good thermometer to measure the temperature of the industry. A time of uncertainty due to inflation and the complex economic context at the international level.
The Spanish Footwear Industries Federation (FICE) organizes the participation of Spanish shoe companies in the 94th Micam exhibition in Milan, which will be held in Milan-Rho exhibition area from Sunday. This activity is included in the 2022 overseas promotion plan and has the support of ICEX Spain Export and Investment. Some autonomous communities also support their companies with certain promotional schemes.
This 94th edition of the Milan fair has more than 800 exhibitors (54% Italian companies and 46% foreign), with a growth of 23% compared to March 2022. More than 1,000 brands will showcase 23 new summer collections in six pavilions with five concepts: Contemporary, Premium, Casual, Emerging Designers and Accessories for Shops. Micam is organized in partnership with Mipel, the leather bag and accessories fair, and The One Milano, dedicated to the clothing industry. Likewise, the dates coincide with Homi, a jewelry and bijouterie fair held from September 16-19. It starts on the 20th of Lineapelle and Simac, respectively.
“The growth in participation of Spanish companies reflects the clear commitment of the Spanish footwear industry to internationalization and highlights the importance of Micam. reference event in expansion strategies” explains Imanol Martínez, managing director of FICE Services.
It should be noted that 36 of the 46 participants in Alicante province were from Elche and four were from the Elda and Petrer region.
The event is held at a time when the industry managed to exceed the pre-pandemic export figures. According to data provided by FICE, International sales of Spanish shoes amounted to 1.433 million euros in the first half.This represents a 17% increase over the same period in 2021 and an increase of 5% more than recorded in 2019. Italy is also the second largest buyer of Spanish shoes, and sales in these first six months grew by 13.4% and 9.5% over 2021 and 2019, respectively.
Advertising and promotion processes
The Spanish Footwear Industries Federation (FICE) coordinates the promotion and communication campaign of Spanish shoes at MICAM. With the claim of Shoes from Spain, various promotional activities are organized both on the online channel (www.shoesfromspain website, posters or newsletters to buyers) and on the fairground during the event to increase the visibility of the Spanish exhibitors at the fair. information booth, brochures, an advertisement in the exhibition catalog or promotional bags and others. Every season, FICE updates the image of the Shoes from Spain campaign to bring dynamism and harmony with trends in the fashion industry. All graphic materials for the campaign were designed by Daniel Nebot.The designer was awarded the National Design Award.