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August 2025

Reflecting on MICAM 100: SizeWise at the Heart of the Retail Innovation Conversation

 

This past summer in Milan, the footwear world convened for a milestone: the 100th edition of MICAM. As usual, the event was more than a trade show, it was a crucible for ideas, trends, and innovation in footwear and fashion. At the centre of that conversation, SizeWise took a prominent role, stepping onto the NEXT stage in the Future of Retail forum to make the case for smarter sizing.

MICAM 100: A Landmark Edition

MICAM 100 was more than symbolism, it was a statement of evolution. Over 870 brands from around the world took part, with more than 30,000 buyers from 150 countries attending. The centenary edition was built around the theme of innovation: digital tools, data, immersive retail, and the union of artisanal tradition with new technologies.

One of the cornerstones of this edition was MICAM NEXT / Future of Retail — a space dedicated to the convergence of tech, design, and retail experience. Within Hall 1, selected companies were invited to present scalable, real-world solutions for the footwear industry. SizeWise was one of six featured players (alongside Wovlabs, WEEV, Yocabe, Magicstore, and 1956 Individuals) whose work exemplifies the direction in which retail is heading.

Why Size & Fit Matter in the Digital Age

When Alan Power, CEO and Founder of SizeWise, took the NEXT stage, his message was simple but powerful: size is not just a technical detail, it’s a lever for growth.

In his talk—part of the Future of Retail agenda—Alan outlined how accurate sizing does more than just reduce return rates. It can:

  • Improve Customer Lifetime Value (CLV): People who buy the right fit once are more likely to return and remain loyal.

  • Boost conversions: Confidence in fit helps shoppers commit to purchases more readily.

  • Attract and retain traffic: Word of mouth, better reviews, and fewer negative return experiences all contribute to a stronger brand reputation.

Put simply, investing in sizing precision is an investment in every stage of the eCommerce funnel, from acquisition to retention.

Bringing Innovation to Footwear Retail

The inclusion of SizeWise in MICAM’s innovation roster underlines an industry-wide recognition: the future of footwear retail lies at the intersection of data, AI, and user experience.

In the context of MICAM 100, SizeWise’s story connects to several broader themes:

  • Digital transformation and omnichannel strategy — As retailers bridge the gap between physical and digital, ensuring consistency in fit information becomes critical.

  • Personalisation and product intelligence — Providing smart sizing recommendations is part of the shift toward more personalised shopping journeys.

  • Sustainability and efficiency — Fewer returns mean reduced carbon footprint, lower logistics costs, and less waste.

These trends weren’t just abstract concepts at MICAM, they were on full display in panels, product showcases, and the design of the show itself.

Headlines & Highlights

  • MICAM spotlighted the Future of Retail zone as a "laboratory for experimentation," where companies like SizeWise could show how technology is remaking brand-consumer interactions.

  • The event featured deep dives into AI, omnichannel systems, and phygital (physical + digital) experiences, reminding attendees that product alone is no longer enough.

  • Wired Italia partnered with MICAM to bring thought leadership and editorial perspective to innovation themes, further elevating the trade show into a cultural and tech forum.

What’s Next for SizeWise & the Industry

As the dust settles on MICAM 100, there’s a palpable sense of momentum. Footwear brands, retailers, and tech providers are more openly embracing the idea that fit matters — not just for customer satisfaction but for brand growth, margin preservation, and future resilience.

For SizeWise, the platform of MICAM allowed the company to show how its solutions can be woven into broader retail ecosystems — from sizing engines on product pages to integration with return systems, client loyalty programmes, and analytics platforms.

Looking ahead, the mission is clear: help brands turn sizing from a hidden friction point into a competitive advantage.

Sources and Further Reading

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