Micam: Good Mood Despite Many Challenges

There is a touch of spring in the Milan Air – but the 99th edition of the shoe fair Micam wants to make you want to get the coming autumn and winter. According to the organizers, 853 brands – including 415 from Italy and 438 from 28 international countries – are there in Italy. Giovanna CeoliniPresident of the Italian manufacturer AssocalzaturiFici and President of Micam, emphasizes the role of the fair: “With her extensive range of exhibitions and an important event program, Micam is the best answer to a difficult time for the shoe industry.” The year 2024 was 8.4% of the value of Italian exports in value and 9.4% in sales. At the same time there was a decline in production. However, according to Ceolini, the forecasts indicated that the market improvement is graded until the end of the year.

Signs of this better mood were already noticeable in Milan: there was a lot of operation in the corridors of the exhibition halls, the internationality of the audience was praised, although some manufacturers missed German dealers and buyers. German trade may be increasingly using the essence (March 16 to 18) in Munich to round off its ranges.

However, some dealers from Germany made their way to Milan, such as the Ulm shoe retailer Michael Ratter With his partner Beate Diem. Both completed the year 2024 with a small plus and also a successful January. February, however, left a lot to be desired. As a new topic, Ratter and Diem have identified Docksider-Styles, for example, which they have carefully ordered, but consider it expandable. The dealer couple also considers sneaker alternatives to the large sports fire. For the further course of the year, Ratter is confident that “the lust of buying is increasing again”. After all, the online trade does not offer any shopping experience comparable to inpatient trading.
Michael Gerlach The agency Brandmasters (Ua Thea Mika, Verbenas, Apple of Eden) perceives how the general retention of purchase affects the trade. “Many dealers focus on the topics that are successful,” said Gerlach. After the election and a possibly approaching end of the Ukraine war, the entrepreneur hopes that “Germany gets out of the shock”.

The Breuninger buyer team is very positive: Elisa Cronauer,, Patricia Kloker and Melissa Korn Search for new styles in the collections in Milan and are pleased that in addition to the still strong sneaker theme, more classic shoe styles are increasing: “Boat shoes, loafers, double monks-these are important types,” says Melissa Korn. Long -shaped boots are also relevant. According to the buyer team “Braun, the new black” is colored, followed by Bordeaux. In addition, Animal prints remain important, especially Leo, but also cowfell as a highlight.
Is not dissatisfied despite the “difficult mixture” Karim Choukair (Melvin & Hamilton). Consumption still remains behind expectations and there are “too many problems, but few solutions,” said the entrepreneur. Making clear shoe trends is difficult. “Depending on which fair you are, very different topics are asked,” said Choukair. In general, textile retailers are courageous than the shoe retailers. And the men’s shoe business is particularly challenging.

From September 20 to September 23, 2025, the 100 edition of the Micam will take place on the Fiera Milano site. It is the opportunity to “celebrate the history of an extraordinary event that has accompanied the companies of the shoe sector on the international stage of excellence and entrepreneurial spirit on a complex but very rewarding journey,” explains Giorgio PossagnoCEO of Micam.

You can read more about the topic in the upcoming edition of Schuhkurier.