Trade exhibitions are about much more than presenting products. They provide an opportunity to meet customers face to face, exchange ideas, strengthen long-term relationships, and discover the latest challenges and trends shaping the footwear industry.

That was exactly the role of our partner International Shoe Machinery (ISM), Red21’s agent for East and Southeast Asia, at Shoes & Leather Vietnam 2026, held in Ho Chi Minh City from 8 to10 July. Throughout the three-day exhibition, the team welcomed footwear manufacturers, designers, pattern engineers, technicians, and other industry professionals to discover how Icad helps optimise pattern engineering, 3D design, product development, and manufacturing processes through digital innovation.

Discovering What Icad Can Do

Every manufacturer has different ways of working, different production requirements, and different challenges. That is why meeting face to face continues to be one of the most effective ways to demonstrate how Icad can support footwear companies throughout the entire product development process.

Throughout the exhibition, the ISM team presented the latest capabilities of Icad, showing visitors how the software streamlines pattern engineering, 3D design, product development, grading, and production planning. Live demonstrations allowed manufacturers to see how digital workflows can improve accuracy, reduce development times, and increase efficiency from design through to manufacturing.

Beyond the demonstrations themselves, the exhibition created the opportunity for detailed technical discussions, allowing companies to ask questions, share their own production challenges, and explore how Icad could be adapted to their particular needs.A Valuable Opportunity for Existing Customers.

A Meeting Point for Existing Customers

For companies already using Icad, Shoes & Leather Vietnam offered an equally valuable opportunity to reconnect with the ISM team in person. An opportunity to strengthen long-standing relationships, discuss current projects, exchange ideas, and address day-to-day challenges in a face-to-face setting.

The exhibition also gave customers the chance to explore the latest Icad developments, including new features and recent software updates. Beyond discovering what’s new, these meetings allowed users to discuss how Icad can continue supporting their evolving needs, while giving the ISM team valuable feedback that helps shape future improvements and ensures customers continue to get the most from their Icad solutions.

Listening to customer feedback, understanding changing requirements, and maintaining close relationships all contribute to the continuous development of ICad and the quality of the support provided across the region.

ISM: More Than a Regional Agent

As Red21’s trusted agent for East and Southeast Asia, the ISM team provides local sales, software demonstrations, training, technical support, and ongoing assistance to customers throughout the region. Their in-depth knowledge of both Icad and the footwear industry enables them to offer practical guidance and responsive support, helping manufacturers make the most of their investment.

Having a local partner who understands the language, culture, and day-to-day needs of customers is a key advantage. Whether introducing Icad to a new company, delivering user training, answering technical questions, or supporting existing installations, ISM works closely with manufacturers to ensure they can fully benefit from the software.

Continuing a Long-Standing Presence in Asia

Asian exhibitions form part of a long-term strategy of staying close to manufacturers, understanding the changing needs of the market, and ensuring that both prospective and existing customers have direct access to expert advice and local support.

Through ISM’s continued presence at the region’s leading footwear events, Icad remains visible to manufacturers looking for innovative digital solutions while reinforcing the strong relationships that have already been established with customers throughout the region.

Thank You to the ISM Team

We would like to express our sincere thanks to Angela Wen, Adam Jiang, and the entire ISM team for their professionalism, commitment, and dedication throughout the exhibition.

Their expertise, enthusiasm, and continuous support are fundamental to the success of Icad across the world.

We are proud to work alongside such a committed partner and look forward to continuing our successful collaboration while supporting footwear manufacturers across the region for many years to come.