- Vivian Hendriksz |
London - TheMicam Shanghai, the Chinese branch of Italian footwear trade show theMicam, has reportedly called off all future editions.
Update The Italian footwear association the Assocalzaturifici has responded to the cancellation of theMicam Shanghai and issued the following statement regarding the future of the event: In context regarding strategies for the Chinese market, Assocalzaturific confirme the presence of Italian footwear companies at the next edition of Chic, from October 13 to 15, 2015 at the National Exhibtion and Convention Center in Shanghai.
"The Chinese market is a priority for Assocalzatuifici and we want to continue to promote Made-in-Italy in China with the Ente Moda Italian Fashion Systm, which for the first time is working on a compact market which is both promising and complex at the same time," said Cleto Saripanti, president of Assocalzaturifici in a statement sent to FashionUnited.
"Thanks to this important team work and the support of institutions, theMicam Shanghai has managed to be a strong driving force for the presense of Italian footwear manufacturers in China. After four editions we merged into the most important fashion event in China last March, whilst maintaining our brand. The synergy with Chic now changes shape: from the next edition we will be changing strategy and promote the presence of collective Italian footwear companies within the event."
The event's cancellation comes after five editions. During the footwear most recent edition in March, the event's organizers Assocalzaturifici and Diomedea partnered with China's largest fashion trade fair Chic to promote Italian fashion as well as footwear to the Chinese market. However, in spite of this partnership, records show the number of European, Turkish and Brazilian firms exhibiting with theMicam Shanghai decreased at Chic.
According to a statement given to FashionUnited Italy, TheMicam will continue to send exhibitors to China, but will primarily function through a new formulation with Chic. John Saunders, Chief Executive Officer of the British Footwear Association, which previously worked with theMicam Shanghai and sent British footwear brands to exhibit in Chic, confirms that all foreseeable editions have been cancelled.
"We received an email from them which stated that they were not planning any future exhibitions of theMicam Shanghai and that exhibitors still interested in showing in China should contact Chic," he said to FashionUnited. TheMicam Shanghai exhibitors FashionUnited spoke to during Chic stated that the smaller trade fair was not receiving as much traffic from buyers and visitors as it had in the past, with some attributing this to the sheer size of Chic in the new venue in Shanghai.
"I do not expect them to be booking any new events in the foreseeable future," added Saunders. theMicam Milan remains unaffected by the change and will be taking place this September in Milan. FashionUnited has contacted both Assocalzaturifici and Diomedea and is awaiting further information concerning theMicam Shanghai.
Images: TheMicam Shanghai at Chic