Too many uncertainties: Micam Americas’ September edition has been cancelled

Too many uncertainties: Micam Americas’ September edition has been cancelled

Informa Markets Fashion announces the cancellation of the trade fairs scheduled in Las Vegas at the end of September: among these, the first edition of Micam Americas. The cancellation is due to the uncertainties related to the Covid-19 pandemic.

“We are calm. Informa has started an important investment plan – says Tommaso Cancellara, general manager of Assocalzaturifici and Micam -, also linked to Micam Americas. Now it will focus on the virtual world, which for sure cannot replace a physical fair, but can complete it”.

Micam Americas

“Based on our discussions with partners – explains Nancy Walsh, president of Informa Markets Fashion, to Footwear News – on health issues, as well as travel, the cancellation of our Las Vegas event in late September, while disappointing, it’s the best route for our fashion community”.

Due to the Covid-19 pandemic, appointments included within Magic, WWDMagic, Project, Micam Americas and Sourcing @ Magic, had already been rescheduled between September 30th and October 2nd. The company said it will now focus its efforts on the virtual market, developed in collaboration with NuOrder, the same partner as Micam Milano.

Impact

“The repercussions concern above all Italian companies that through Micam Americas aimed to enter the US market – resumes Cancellara -. On the other hand, the same market has several problems to solve on the retail side, given the crisis of many brands. American retail must be seriously rethought, so perhaps this is not the right time to approach this important market”.

Micam director says, however, how the crisis of the large retail chains and the revaluation of proximity marketing have opened up new opportunities for independent footwear retailers. Retailers who want to differentiate themselves from the standardised offer of large chains through a carefully selected proposal. “This factor is leading to an increased in interest in Italian products, which is a positive note to highlight” concludes Cancellara.

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