One hundred Spanish shoe companies, with 46 based in the Alicante region, are positioned to raise export figures beyond pre-pandemic levels. The upcoming event serves as a reliable gauge of the industry’s health, reflecting both momentum and the uncertainties driven by inflation and the broader international economic climate.
The Spanish Footwear Industries Federation (FICE) coordinates the participation of Spanish footwear brands in the 94th MICAM exhibition in Milan, scheduled to take place at the Milan-Rho fairgrounds. This activity is part of the 2022 overseas promotion plan and enjoys the backing of ICEX Spain Trade and Investment. Some autonomous communities also support their companies through targeted promotional schemes.
MICAM’s 94th edition features more than 800 exhibitors, with Italian companies accounting for 54 percent and foreign brands for 46 percent, marking a 23 percent growth compared with March 2022. Over 1,000 brands will present 23 new spring-summer collections across six pavilions, organized around five concepts: Contemporary, Premium, Casual, Emerging Designers, and Accessories for Shops. The fair is held in tandem with Mipel, the leather goods and accessories fair, and The One Milano, which focuses on apparel. Additionally, the dates overlap with Homi, a jewelry and bijouterie fair running September 16-19, and they align with Lineapelle and Simac schedules.
Imanol Martínez, managing director of FICE Services, notes that the surge in participation by Spanish companies underscores the footwear sector’s clear commitment to internationalization and highlights MICAM as a pivotal event for expansion strategies.
Within Alicante, the majority of the 46 participating companies hail from Elche, with four coming from the Elda and Petrer region. This regional concentration reflects the area’s strong historical footing in design and manufacturing within the footwear industry.
The event arrives as the industry reports export success that surpasses pre-pandemic levels. FICE data show Spanish shoe overseas sales reaching 1.433 billion euros in the first half of the year, a 17 percent increase from the same period in 2021 and roughly 5 percent higher than the 2019 performance. Italy remains the second-largest buyer of Spanish shoes; during the first six months, Italian purchases grew by 13.4 percent compared with 2021 and 9.5 percent versus 2019.
Advertising and promotion processes
FICE coordinates the Shoes from Spain promotion campaign at MICAM, using the slogan Shoes from Spain to raise visibility. Promotional activities span online channels, including the Shoes from Spain website, posters, and buyer newsletters, as well as on-site efforts during the fair. Initiatives include information booths, brochures, catalog advertisements, promotional bags, and other materials. Each season, FICE refreshes the Shoes from Spain branding to reflect evolving fashion trends. All campaign visuals for the season were crafted by Daniel Nebot, a designer recognized with the National Design Award.