The Chinese megalopolis is the first step of a project planned to export the formula of the Milanese footwear fair. An exclusive event for 200-220 high range brands, scheduled for April 2013
The “Micam nel mondo” (Micam round the world) project is actually ahead of the dates initially announced. In fact “The Micam Shanghai” starts in April, the first satellite show of the Milanese fair that in China counts on creating a top class event, open also to leather goods. «We have chosen the city of Shanghai for both the first edition in April and the next one in October because this is the fashion capitol of China» – explained the president and director of ANCI, respectively Cleto Sagripanti and Fabio Aromatici. «The venue we have found is really prestigious but available space is limited, so selection is extremely important to ensure quality of the content» – it is announced. This means no more than 200-220 brands, not just Italian: «There is already great interest from Spain, Portugal, Brazil and Turkey. There could also be some Chinese producers». To ensure maximum transparency in the selection stage a special “steering committee” has been set up composed of experts from the Chinese market. The first Micam Shanghai will be held from 9 to 11 April 2013, fully concurrent with the Chinese Fashion Week, in the Shanghai Exhibition Center, an historic building in Soviet style located in the centre of the megapolis that offers an overall exposition space of about 6,000square metres. «A perfect venue on the main thoroughfare of the luxury shopping district» – explains Aromatici. To best organize its first Micam abroad, ANCI has joined up with Fiera Milano and Hannover Milano Fairs Shanghai (HMFS), a joint-venture of which Fiera Milano holds 49% shares and Deutsche Messe 51%, the latter organizes numerous fairs in China. As to the potential of the Chinese market, the latest data available indicates footwear consumption at 2.7 billion pairs a year. Equally interesting perspectives for the leather goods market.