Assocalzaturifici to hold teaser event in Seoul to promote Micam84

For the MICAM84, to be held in September at the Milan Fair Centre and, to promote the forthcoming edition, Assocalzaturifici has promoted a teaser event in Seoul, in Korea to be held from 10th to 12th July at the capital’s Westin Chosun Hotel in conjunction with “La moda italiana a Seoul”, the trade fair for Italian Fashion Manufacturers organized by EMI, the Italian fashion organisation.

By accompanying a group of brands to the trade-fair, Assocalzaturifici intends to give continuity to promotional events in the Far East and consolidate the image of the MICAM in a fast-growing market by communicating the uniqueness of made-in-Italy footwear.

“South Korea represents the 13th largest market out of the various countries to which Italian footwear is exported, recording in 2016 a 16.7% increase in value with respect to the previous year – explains the president of Assocalzaturifici, Annarita Pilotti – The Asian market remains crucial for exports of made in Italy products. This is why we have decided to organise a series of promotional roadshows in the Far East with the aim of demonstrating to the world the excellence and quality of our footwear industry. The trade show in Seoul – Pilotti concludes – provides a perfect opportunity for talking about the new edition of theMICAM84 and for presenting the theme of September’s promotional campaign which is dedicated to seduction”.

Assocalzaturifici will in fact be setting up a special show entitled “The Seduction of footwear: Italian glamour” organised in collaboration with MIC the International Vigevano Shoe Museum which has selected under the supervision of the artistic director Armando Pollini, 20 pairs of stiletto heels: the leitmotiv of the exhibition is the high-heeled shoe which has been a perennial and universal symbol of secuction.