Micam takes a stand against counterfeiting
12/02/2018
There are 761 shoe exhibitors from Italy and a further 603 from overseas.
“Micam is an unmissable event for all those looking for an international showcase that is unique in terms of quality and style,” said Annarita Pilotti, president of organiser Assocalzaturifici. “Companies are able to meet buyers from all over the world here and see this event as a unique opportunity for launching their new products, establishing or consolidating business relations, and fine-tuning their global marketing strategies.”
Micam is dedicating some space during this edition to the issue of counterfeiting and how it can be combatted. This is also a key concern of Assocalzaturifici as it seeks to protect the quality and popularity of Made in Italy products.
It has teamed up with Campania-based association Museo del Vero e del Falso (Museum of Real and Fake) to present an exhibition entitled “Questa non è una sòla – Scarpe tra fake e rarità” (When is a shoe not a shoe: Fakes and rarities), which deals with the topic of counterfeiting.
Ms Pilotti has said counterfeiting causes “economic damage” of between €190 and €240 million to the Italian footwear industry each year.
Another new feature for the first Micam of 2018 is a zone dedicated to emerging designers. It will focus on new designers whose collections relate to the contemporary footwear market. A total of 12 new brands from Belgium, France, Great Britain, Israel, Italy, the US and Taiwan are present. They were selected from a 22-brand shortlist by a panel of fashion and communication experts. The panel was led by Ernesto Esposito.
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