Italian footwear industry attaches growing importance to Chinese market

MILAN, Italy -- China's market plays an increasingly central role for the Italian footwear industry, organizers of "theMICAM," an international footwear exhibition based in Milan, said here on Tuesday.

The 76th edition of the exhibition in Milan, which opened Sunday and closes on Wednesday, will be followed by a second "theMICAM Shanghai" in agenda on October 11-13 following last April's first edition.

The Shanghai event will exceed 250 exhibitors, of which some 30 percent non-Italians, and thousands of operators which proves that "the commitment in China is strong," Cleto Sagripanti, president of ANCI, the Italian association of footwear that is theMICAM organizer along with Fiera Milano, said in a news conference.

In a persisting difficult time for the sector, with domestic consumption performing badly affected by the climate of crisis of the entire Italian economy, long-range internationalization is no longer a strategy but a necessity, he also told Xinhua.

The ANCI results showed that Italian exports of footwear in the first five months of this year grew significantly in both value and volume compared to the same period of 2012.

The true frontier for export growth, however, proved to be China that recorded an increase of 31 percent overall and, along with other east Asian countries, is taking on "a decisive role for the internationalization strategy of Italian companies," organizers said.

This year for the first time in the theMICAM's history, a Chinese national, William Wong, founder and CEO of the Italian Fashion Galleria multi-brand store, was awarded the qualification of "best foreign buyer," an important recognition for the work done by industry operators.

Established in 2010 in Chengdu, the Italian Fashion Galleria implemented an expansion strategy which is set to continue with the opening of new stores in other major cities in China.

The "key elements" to create bilateral business opportunities and avoid cultural misunderstanding are information and communication, Wong, who is also Vice President of Hong Kong Footwear Association, told Xinhua.

He said he would like to help Chinese consumers to learn how to wear Italian shoes in the best way, "while Italians need to think from the Chinese consumers' point of view and try to satisfy their needs of a lifestyle experience."

The result of this cross-cultural encounter is that lifestyles from different countries can and must increasingly live together, Orietta Pelizzari, a noted fashion trend advisor in Milan, told Xinhua.

For example, for the next season many Chinese consumers may favor a combination of Italian look, which includes moccasins in high tones for men and heeled shoes made from comfortable leather for women, with "unisex sports chic" elements from innovative materials that have become a particularity of contemporary Chinese designers, she said.