Joana Vaz Teixeira
My name is Joana Vaz Teixeira. I’m here at MICAM, in Milan, and today I have with me Giorgio Possagno, from MICAM and Assocalzaturifici. Thank you for joining me, Giorgio.

Giorgio Possagno
Thank you. 

Joana Vaz Teixeira
Thank you very much for your time. I was going to start by asking you for your perspective on the current situation that companies are facing, with so many changes taking place, not only in terms of strategy and consumer preferences, but also regarding this additional layer of conflict and geopolitics. What do you think companies need to focus on to succeed in such a complex context?

Giorgio Possagno
The question is complex, as is the situation. Nowadays, it is also very difficult to act swiftly and interpret signals from the geopolitical arena. Recently, the speed at which a process impacts the system as a whole has caused a great deal of uncertainty. For example, a political crisis could lead to a rise in energy costs, which would affect logistics and, in turn, domestic consumption and product markets within those countries. So, I think the suggestion is often to change companies’ strategies quickly and adapt them. This suggestion also relates to what I’d call corporate anxiety. This often requires considerable interpretative skill, as there is a great deal of complexity and layering in situations that are very difficult to interpret. Despite this, the fashion market, and the footwear market in particular, is already on a general repositioning trajectory. This repositioning is in terms of products, customer tastes, companies, groups, corporate mergers, changes, and corporate governance. This does indeed carry its own significance, depending on the strategy implemented. Fundamentally though, I believe a general formula is emerging for fashion products from traditional industries, which may be mechanical, rather different, or heavy industries.

Joana Vaz Teixeira
We’re at MICAM. It is one of the most important trade fairs in the footwear industry. What do you think are the key factors that have kept MICAM relevant over the years, and how will it maintain that position?

Giorgio Possagno 
Don’t the key aspects stem from MICAM’s history? Despite changes in personnel, MICAM celebrated its 100th edition last year. It has a heritage and an important legacy as a product that has been very useful to companies here throughout its development. The fair’s success as a global event is obvious, particularly in the footwear sector, which we call the calzaturiero. Companies have come to MICAM over the years to do business. They weigh up the costs and benefits of participating. This is a key factor that sets MICAM apart from other types of events. Why is that?
We are investing heavily in delegations, buyers and excellent relationships with trade associations, which mainly represent the largest European manufacturing countries. The best manufacturing in these countries is concentrated here in Europe. We are not talking about overseas markets, whether in the West or the East. This is a point of strength. The international mix generates a certain kind of interest. We are investing heavily. Investing sometimes means spending on initiatives. For example, we launched a matching platform this year, which was previously missing. This also means that MICAM will be extended over a longer period. Buyers, companies and products will be featured on the agenda before, during and after the event. For the time being, this service is free of charge for companies, but we’ll have to see if we can continue to offer it in the future.

Joana Vaz Teixeira
We’ve already touched briefly on the challenges that companies face, which have been imposed on them to some extent. I’d now like to speak about other challenges that companies are facing which could present opportunities, particularly in technology, artificial intelligence, and digitalisation. How does he view these emerging concepts as being beneficial to companies, particularly in terms of addressing issues such as attracting staff and renewing structures? Could companies benefit from this new ecosystem?

Giorgio Possagno
Yes, a premise, so to speak. I think the biggest challenge, particularly in a rapidly changing environment of shifting consumer tastes and e-commerce, is for a company to maintain the identity that has underpinned its success throughout its history. A company that is doing well today has an important history behind it. This is a complex issue that depends on the company’s level of professionalisation, as well as the vision of its entrepreneurs and the different generations involved. The technological challenge is certainly one we must take into account. This is mainly because it helps reduce production times and save on materials, and perhaps also makes the production process more efficient. So, I think all companies need a vision for technology, even the most complex forms such as artificial intelligence. However, when it comes to service, excellent design and market vision behind manual labour can blend in harmoniously. That’s my view.

Joana Vaz Teixeira
And here we are in Milan, Italy, Europe. As Georgio mentioned, we’re at a trade fair with a strong presence of European players. My question is: what opportunities are there for European players, producers and brands in this context?

Giorgio Possagno
Europe finds itself in a complex situation today, doesn’t it? Neighbours can sometimes be a bit of a hassle. However, I believe that, despite its sometimes-negative image, Europe has played a significant role in history, as have its countries. I am, of course, also a child of Europe and have a clear understanding of the European market’s potential. Assocalzaturifici, together with APICCAPS, and with other associations, such as the Spanish one, which are part of the CEC (the European Footwear Confederation), and we constantly assess new standards, including regulations, procedures, and directives. I think this is an important matter which could perhaps be simplified in terms of bureaucracy from time to time. However, today’s figures on buyer attendance and high-value markets show that Europe remains a very important market, despite the US market and the new opportunities arising from the European agreement with Mercosur. Consumption levels are lower in percentage terms compared to the Far East, but Europe is nonetheless an important market.

Joana Vaz Teixeira
Giorgio, thank you very much. 

Giorgio Possagno 
Thank you. 

Joana Vaz Teixeira
That concludes our interview with Giorgio Possagno from MICAM and Assocalzaturifici. Please continue to follow us for more updates. Thank you.