Increasingly detailed profiling to ensure a well-targeted offer and products, that has already received positive feedback from operators in the last edition
Through its visitor surveys MICAM aims to improve its services and offer for Italian and foreign operators attending the next edition of the event on 15-18 September 2019 in Fiera Milano (Rho). For this reason, MICAM has once again refined its profiling and analysis tools, to more accurately capture the snapshot of the public at the Event and offer increasingly targeted facilities and opportunities.
MICAM BEGINS ONLINE: SERVICES FOR VISITORS
In today’s world offering online services is essential, which is why the website themicam.com was overhauled and optimised in the second half of 2017 to make browsing and interaction even easier for users. The new website is currently used by about 82% of our visitors. In general, 96% of MICAM87 visitors registered electronically for the event (82% from the website, and 14% using the totem poles).
ITALY, EUROPE, REST OF THE WORLD: VISITOR ORIGIN
For the last edition of MICAM, operators descended on Milan from five continents: with the bulk coming from Europe, 85.2%, and 9.8% from Asia, 1.9% from North America, 1.6% from Africa, 1% from South America and 0.5% from Australia. The average visitor shares for the last 8 editions are as follows: 84.5% Europa, 11.0% Asia, 1.8% North America, 1.5% Africa, 0.7% Australia, 0.5% South America. Compared to the winter edition of 2018, the latest edition saw an increase in visitors from North America (+0.2%), Africa (+0.3%) and South America (+0.5%). Looking to Asian visitors, the February 2019 edition principally saw most visitors come from Japan (19%), Turkey (18.3%) and China (15.8%), while the main countries of origin for European visitors were Italy (56%), Spain (5.5%), France (4.3%) and Germany (4%).
EUROPEAN FOCUS: GREATEST NUMBER OF VISITORS FROM SPAIN, GERMANY AND FRANCE
For the 87th edition of MICAM there were significant variations in the number of visitors from Spain, France and Germany. Visitors from Spain made up 5.5% of European visitors and 4.7% of overall visitors at MICAM87. In the same edition, 48% of Spanish visitors worked as retailers. The number of Spanish visitors was up +9.7% compared to MICAM’s February 2018 edition. Visitors from France made up 4.3% of European visitors and 3.7% of overall visitors at MICAM87, with 60% of French visitors working as retailers. More than a quarter of French visitors came from two French cities, the capital Paris and nearby Aubervilliers. Visitors from Germany made up 4.0% of European visitors and 3.4% of overall visitors at MICAM87, with 54% of German visitors working as retailers. 60% of German visitors came from the regions Nordrhein-Westfalen, Bayern and Baden Wuttemberg, while 13% came from the capital Berlin.
FOCUS ON ITALY: VISITORS FROM THE CENTRE AND SOUTH ON THE INCREASE
Compared to the February 2018 edition, there was a net increase in the share of visitors from Lombardy, Marche and Campania, while the share of visitors from Veneto and Tuscany was stable.
VISITOR CHOICES: DECISIONS THAT COUNT
An important indicator from the profiling of professionals attending MICAM is their choices regarding the exhibition offer. In the 87th edition the level of interest for footwear increased to 88% of interviewees, which can be divided into people stating a single choice (49%) and those stating multiple choices (39% footwear + other). The share of operators whose choices represent a tangible business opportunity for exhibitors is high: indeed, in the previous edition, 64% of visitors had a decision-making role in purchase choices. In particular, 38% were independent decision-makers, while 26% were involved in decisions (this section of the form was amended starting from ed86, to improve visitor profiling)
WHICH VISITOR? THE NATIONAL AND INTERNATIONAL PICTURE
In general, from among Italian visitors, men represent a slight majority, while this proportion is reversed among foreign visitors, where there is a slight majority of women. The most prevalent age category is 40-60 year-olds (more than 53% of visitors). 71% of Italian visitors and 63% of foreign visitors represent SMEs (< €1 million turnover), while 11% of foreign visitors represent large companies. Retailing is the most popular profession amongst operators in attendance. In the last edition of MICAM, almost 26% of Italian «retailer» visitors came from Lombardy, followed by 10% from Piedmont, with Emilia Romagna, Veneto and Campania following. Only 3% of Italian retailers at the event came from the Marche region. Considering agents, the most represented region was Lombardy (23%), followed by Veneto, Marche, Tuscany, then Campania and Emilia Romagna.
Even with regard to visitors from abroad, after retailers (36%), the greatest share of professions, compared to the average, is represented by Producers, Designers and Wholesalers. A lower percentage of foreign visitors are Agents and general interest visitor numbers are low (Other 2%).
MICAM: STATE-OF THE-ART BRAND AWARENESS
MICAM is preparing for the next appointment with a new image – the latest photo by Javier Valhonrat which completes an exciting three-year campaign encompassing six editions of the International Footwear Exhibition inspired by Dante Alighieri’s Divine Comedy, with as many engaging images defining these recent editions. In the final stage of this journey, amidst the vices and virtues of the human soul and the quest for the purest form of beauty, the spectator is placed before an image of candour and tenderness, in the pastel coloured frame of the celestial spheres. These images represent the closing chapter of an incredible tale, with a metaphysical and otherworldly charm, which can be interpreted on a variety of levels. A poem through images that represents a pure paraphrase of the beauty of shoes, inspired by an abiding love and an infinite creative drive, like that which moves the sun and the other stars.
MICAM 88 will be taking place between 15 and 18 September 2019 in Fiera Milano. This will be a very special edition of MICAM as it will be celebrating, along with the exhibitors, visitors and other industry professionals from all over the world, the “first 50 years” of the event!
The MICAM universe is on themicam.com Stay tuned!