The Brazilian footwear sector is betting on design to face the competition of other countries, especially China. Concerned about the hard price fight, they try to get clients by a concept of beauty, comfort and originality.
This is the main strategy of the companies that exhibit their spring-summer collections at the 38th edition of Francal, in the Anhembi Exposition Pavilion, in São Paulo.
- With quality materials and exuberant design, we will not depend on the international market price anymore – said Enio Klein, consulter of the Brazilian Footwear Industries Association (Abicalçados).
The trade director of Kildare, Fernando Alano, says that the strong point of the brand’s 16 models launched in the fair is the differentiated design, with details for each public.
The Brazilian Association of Companies of Components for Leather, Footwear, and Manufactured Goods (Assintecal) has launched the project Brazilian Craft Components, which identifies 16 materials only found in Brazil.

Brazilian way of life – The company Bottero, from Parobé (RS), invested in the Brazilian style to get new markets. It created the brand Madeira Brasil (Brazil Wood), inspired by the country’s culture. In Francal, it is launching 11 lines with 45 models of women’s footwear. The pieces are made of noble leathers – as goat, straw leather, and metallic goat and reptile leather. According to Paulo Victor Kauer, president of Bottero, the world is carefully watching Brazil for its natural wealth and culture. According to him, more than a vogue, which explores the exotic side, the interest in Brazil is a cultural trend.
Also inspirited by Brazilian way of life, the new Azaléia women’s footwear brand, called AZ, makes its debut in the 38th edition of Francal. In its first collection, AZ explores the natural fashion, with materials as jute, rope and wood. The brand uses rustic embroidering, with tresses and knit stitches.