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Published
Jun 5, 2015
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Italian footwear going to China without TheMicam Shanghai

Published
Jun 5, 2015

As FashionMag.com reported last month, TheMicam Shanghai is being discontinued. The Italian footwear association Assocalzaturifici has in a statement confirmed the end of its footwear trade show in China. 

Nevertheless, it has announced its intention to continue to support Italian companies in Shanghai to "continue the work carried out so far by TheMicam Shanghai, but with a new model."


Launched in April 2013, the Chinese version of the Milanese trade show TheMicam never managed to find its place in an ever changing and rather complicated Chinese market.

Assocalzaturifici will continue to bring its Italian footwear to China, it said, but by offering a range of apparel and accessories that are made in Italy, as it did during the last edition of TheMicam Shanghai in October. That’s to say, it will be partnering with the Italian fashion employers' association SMI (Sistema Moda Italia) and the organization EMI (Ente Moda Italia) with the support of the Italian Institute of Foreign Trade (ICE) and the Italian Ministry of Economic Development. 

"Our mutually beneficial relationship with Chic will take on a new form. Beginning with the next event, we are going to change our strategy. We will be promoting a collective presence of Italian footwear companies at our show," said Assocalzaturifici president Sagripanti Cleto in the statement.

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