Micam Americas slips its dates and postpones its debut. Initially scheduled for August 17-19, the fair will run from September 29 to October 1, 2020. It will be held at the same location, the Las Vegas Convention Center. It will always be in conjunction with Project WWD Magic. In parallel, Informa Markets, the company that manages the event, has signed a partnership with NuOrder, a business-to-business e-commerce platform. Objective: to set up a virtual marketplace which will subsequently include marketing and merchandising. According to Tommaso Cancellara, Assocalzaturifici’s general manager, “the postponement is good news. Going digital? A step that Micam is taking too”.
Micam Americas postponed
According to Informa Markets, Micam Americas is postponed due to the needs of exhibiting companies committed to adapting to fashion calendars, changed by the Covid-19 pandemic. The organisers are also studying “lasting solutions” for the layout, including the creations of separate, smaller and more intimate “micro-markets”.
Good news
“It is certainly good news, and testifies to Informa Markets’s firm will to focus on Micam Americas and other salons – says Tommaso Cancellara -. Many companies have appreciated our intent to create a worldwide Micam network. After Europe, we landed in the West and in the future we may as well go to Asia. We expect that Micam Americas will grow over the years, also thanks to our support”.
Beware of the USA
“We must convince more and more Italian companies – continues Cancellara – to consider the USA not only as a market with high potential”. In other words, companies must understand “that the time has come to capture the potential of this market. The desire for made in Italy is very high in North America, and Micam Americas is the right platform” says Assocalzaturifici director himself. The physical synergy between Micam Milano and Micam Americas could continue online too, with a unique virtual space that offers exhibitors additional opportunities to approach the North American market.
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