Monday, December 16, 2019 - 19:39English

From February 2020, a new event dedicated to sustainability, materials and trends, the future of retail makes its debut at MICAM

A new format aimed at exploring the transformation taking place in the shoemaking industry, from avant-garde materials to the most revolutionary consumer trends and from sustainability to new retailing methods: the “Zero Edition” of MICAM “X” will make its debut at the forthcoming edition of MICAM, the international footwear exhibition, to be held from 16 to 19 February 2020.

In a symbolic and pivotal moment for the world and the industry, which is undergoing a significant transformation both as regards production processes and the whole ethos surrounding footwear (including the way it is perceived by the final consumer), MICAM “X” will provide the stage for the most innovative and high-tech products and ideas. Set up right in the heart of the fair, in the area in Pavilion 1 where the fashion parades and seminars are held, it will be an engaging and stimulating place for the general public at MICAM to discover the latest market trends, explore different fashion styles and learn about innovative materials, sustainability and the future of retail.

Presentations, workshops, special installations and other initiatives dedicated to innovation will be developed around three key themes for the industry: materials, sustainability and retail. A focal point, with guest speakers and innovative enterprises from all over the world, in which to explore the unknowns of the future (the “X”) and find the key to understanding the increasingly disruptive changes that are altering the rules of the game.

How are consumer/buying trends changing? What drives consumer choices? Micam “X” will be an immersive experience thanks to presentations, research work and materials that can be seen and touched.

Then there is the increasingly important issue of sustainability: a word around which new consumer influences and new business models are being created. But what does it actually mean, and how and to what extent can sustainability be achieved? How can we ensure we make informed and truly sustainable purchasing decisions?

Micam “X” will offer an opportunity to hear authoritative opinions and to explore the issue in depth, providing those working in the industry with solid grounds on which to base their decisions. With the development of increasingly advanced technology, distribution channels are also changing: brands and retailers engaged in this constantly evolving sector have to change their approach, adapting their offering and presence on the market to meet new styles and patterns of consumption. The technologies, prototypes, solutions and inspiration offered by Micam “X” will help to form the basis of new market strategies aimed at the consumer of the future.

MICAM’s new initiative aims to tackle this complex process of innovation in a responsible but also provocative way. MICAM “X” intends to be a format with a strong proactive personality, capable of growing, edition after edition, and making a significant contribution to the footwear sector. After the teaser in February, in fact, the first edition of Micam “X” will make its official debut in September 2020 with an even richer and more immersive program.

Ever attentive to new developments in the fashion and fashion accessories market, MICAM once again provides those operating in the industry with a unique opportunity to keep abreast of the changes taking place, while at the same time reaffirming its ability to constantly renew itself.

Press release


Milan, 16th December 2019