‘Assomac around the world’: an international presence to promote Italian technologies

The ‘Assomac around the world’ programme continues in 2024, which brings the National Association of Italian Manufacturers of Footwear, Leather Goods and Tanning Machinery to be present at some of the most important international trade fairs starting in January and ending next September, with the special edition for the 50th anniversary of Simac Tanning Tech, which will be held from 17 to 19 at the Milan Rho Fiera.

This intense trade fair activity is part of Assomac’s internationalisation strategy, which aims to promote Italian technologies worldwide and strengthen the competitiveness of its member companies. The aim of these international presences is to promote Italian technologies in the world and strengthen the competitiveness of member companies.

‘Participation in these trade fairs is an important opportunity for our companies to meet international buyers and present their innovative solutions,’ said Agostino Apolito, Director General of Assomac. ‘We are convinced that technology is a key factor for the competitiveness of our sector and we are committed to supporting our companies in their path of innovation.’

The programme started last January with participation with stands and collectives at the Pakistan Mega Leather Show in Lahore, Pakistan. Then it was the turn of Lineapelle New York, from 31 January to 1 February; India International Leather Fair, from 1 to 3 February in Chennai, India; Lineapelle Milano, from 20 to 22 February in Milan, Italy; APLF Leather, from 19 to 21 March in Hong Kong, China. In April (9 -10/04), ‘Assomac around the world’ made a stop in Florence with participation in EP- Summit, the second edition of the Pitti Immagine event dedicated to the relationship between fashion and the digital world, held at the Stazione Leopolda. This was followed by AYSAF, Turkey 2-5 May.

Upcoming events will see the Association present at Shoes and Leather Vietnam, from 10 to 12 July in Ho Chi Minh, Vietnam; All China Leather Exhibition in Shanghai, China, from 3 to 5 September . To conclude with the organisation of the special 50th edition of Simac Tanning Tech, from 17 to 19 September.

Assomac participates in these fairs with a series of initiatives, including: company stands, where member companies can present their technologies and innovative solutions; events and workshops, to promote research and technological development in the sector; and B2B meetings, to encourage the creation of business relations between Italian companies and international buyers. In particular, Assomac is dedicating a focus to virtual reality (VR) with the use of visors. For the first time, during the last Simac Tanning Tech, Assomac in collaboration with PIN (Polo Universitario Città di Prato), presented a production plant with machinery for tanning, leather goods and footwear, which could be visited virtually thanks to 3D visors. Virtual reality provided an immersive learning experience, allowing users to explore, investigate and learn through a fist-person approach with a high degree of embodiement. This means that users were able to interact directly and voluntarily with the goods products and production technologies of the sector, enhancing their understanding of the operations involved in the production processes.