Final report Midec February 2007

The Midec continues to progress An increase in the total number of visitors: 10 589 An increase in foreign visitors : 2 166 Foreign visitors represented more than 20% of the visitorship These figures consolidate MIDEC’s positioning strategy - at the heart of the February fashion shows with PARIS CAPITALE DE LA CREATION

The Midec is a fashion show
The 3 forums, KIDS CORNER, FASHION SQUARE and TRENDS & BUSINESS, achieved unanimous approval, both for their style and for the quality of the fashion information they provided.
The fashion shows (10 per day), had been completely redesigned, and accompanied a modernized Midec, an improved showcase for footwear products:
URBAN SHOW for the ‘street’ and trendy collections ; AVENUE which presented the latest fashions ; KIDS, shown on a loop at the heart of KIDS CORNER. IMAGINE, the Designer area with its three poles, Rising Stars, Duo and Creative Labels, was, for the first time, located at the entrance to the show, seducing visitors with its elegance and its collection of well-known designers and creative brands.
CAPTURE, the Urban & Nature area, which had been designed around zones for activities, relaxation, exhibitions (Surplus Bensimon, D-Torso, Wad) and music, was particularly appreciated by the visitorship.
The students of ESMOD presented their vision of the shoe of tomorrow.
MIDEC’s improved clarity was reinforced by the stands and the colour codes of each village.
The Midec is international
As illustrated by its exhibitors: this session, the MIDEC welcomed new foreign exhibitors: Brazilian, Italian and Spanish.
In two years, the proportion of foreign visitors has doubled (from 10.8% to 20.5%).
Member of the WORLD SHOE FAIR ORGANISATION, the Midec welcomed the GDS, the Micam and Modacalzado.
The countries which showed the greatest increase in visitors compared with February 2006:
SWITZERLAND + 57%
JAPAN + 51%
GREAT BRITAIN + 48%
GERMANY + 37%
The September edition of Midec will continue this trend:
Strengthening of Imagine with the arrival of new international designers
new fully fitted stands
new definition and new concept for the Master Class and Feel Good villages
a return to Hall 4
And finally, the Midec is working with the other shows of Paris Capitale de la Creation to discuss opening days: Do we keep the Saturday? Open on the Monday? etc.
A Creative and Innovative Winter 2007/08
The trends presented at the MIDEC were concentrated around 5 key themes:
A GREAT natural history
Legends and tales of mythical forests, colours of forgotten vegetables, organic colouring, a patina effect, an animal attraction, fur and hair, distressed leather for riding boots, the boots of gallant knights, winter clogs and sandals, princess slippers. The details are rich or completely rustic and reminiscent of the Middle Ages: baroque stones, nails, rivets, straps, belts. To watch: supple turned-down boots, straps, gaiters from a suit of armour, the spirit of long, pointed poulaine shoes
Humour and eccentricity for a casual style which elegantly or eclectically recalls the British tradition and 70’s style
Chocolate brown and ironic brights (purple, spinach green, bright pink, celery yellow) for perfect basics, slightly nostalgic but gently kitsch : wellington boots, riding boots, mouse slippers, mini flats, vintage Mary-Janes, wedge ballerinas, suede Oxfords, patched boots and customised trainers. The finishes are classic or romantic : tassels, floral tips, knots, buckles.
A nod to the 80s and high-tech allure for a style borne of design and active sport. White, black, polar blues, cosmic brights and metallic flashes for high boots and moon boots, new generation court shoes, futuristic t-bar shoes and creative trainers. The focus is on hitech materials, a glossy finish and functional details.
A rock-baroque trend specially designed for the new urban guerrilla.
Either “hard” on heavy shoes or chunky trainers in a junior version (crosses, skulls, chains, nails, rivets, metal plates), sweeter and more “delightful” for children, or “chic” for men on boots and loafers in a spirit reminiscent of the cowboy boot.
A tale of excellence woven around beautiful, classic pieces and a return to the couture spirit.
For him, elegant colours, wood effects, polished finish, noble leathers, and two-tone enliven Oxfords, moccasins and boots with ultra attention to detail (designs in perforations, pyrography, hand sewn, leather laces…).
For her, femme fatale black, sensual red, powdered shades, luxury leather and lacquered varnish seduce perfect courts, strappy evening shoes and 40’s-style ankle boots. Adding a touch of glamour are jewels, diamanté, and shiny details and finishes.