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Actions abroad generate over US$ 160 million for footwear manufacturers

The actions carried out by the Brazilian Footwear, footwear exports promotion program developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) generated US$ 162 million in 2018. The results refer to thirteen actions, between trade fairs and trade missions held abroad (see the list below). They generated US$ 40 million on the spot, with the expectation to reach another US$ 122 million in deals that began to be negotiated during the events.

Abicalçados’ Trade Promotion coordinator, Letícia Sperb Masselli, highlights that the actions carried out by the program, existing since the year 2000, are essential for footwear exports, not only considering volume but also with regards to training. “Before the first agreement with Apex-Brasil, 18 years ago, we exported to 99 countries, a figure that stood at over 160 last year. In addition to the diversification, we started to ship more products with the companies’ own brands, making our shoes desired and known in the main markets in the world,” she assesses.

Masselli also says that the nearly 250 companies that are members of the Brazilian Footwear account for more than 80% of footwear exports, a share that tends to grow as brands realize the importance of operating in the foreign market as a continuing – and not only occasional – strategy. “Even if the scenario is not so positive for deals, companies need to be there, holding their position with quality, to reap the results when better conditions are reestablished,” she mentions.

For the coordinator, the exchange rate at the current level favors the setting of prices, even though local currencies are also devalued in the main markets for Brazilian footwear abroad, especially in Latin America. “The exchange rate is important, but it has ceased to be essential for a long time. It takes strategy and training to properly work in international trade. This is what Abicalçados provides for companies that wish to work in the challenging overseas market, through the Brazilian Footwear,” she says. She also adds that in addition to enabling the participation of companies in international fairs and missions with subsidies, the footwear exports promotion program seeks their improvement to operate in the foreign market.

The agreement with the Brazilian Footwear is renewed every two years. The next target markets for the upcoming biennium, 2019/2020, were already ed during a meeting with Abicalçados, Apex-Brasil, and members of the project. The United States, Peru (new), France, the United Kingdom, China, South Korea (new), and Saudi Arabia (new) were chosen. These countries will be developed through trade, image, and prospection actions throughout the next agreement, which will be signed in the beginning of 2019.

International trade fairs and missions – 2018
EXPO RIVA SCHUH
Date: Jan. 13, 2018 to Jan. 16, 2018
Place: Riva Del Garda, Italy
US$ 4.1 million on the spot
US$ 21.8 million in the following months

IFLS - EXPORT THINKING BOGOTÁ
Date: Jan. 30, 2018 to Feb. 01, 2018
Place: Bogotá, Colombia
US$ 1.5 million on the spot
US$ 2.97 million in the following months

FN PLATFORM
Date: Feb. 12, 2018 to Feb. 14, 2018
Place: Las Vegas, United States
US$ 1 million on the spot
US$ 4.76 million in the following months

MICAM MILANO
Date: Feb. 11, 2018 to Feb. 14, 2018
Place: Milan, Italy
US$ 7.9 million on the spot
US$ 20.27 million in the following months

COLOMBIA SHOWROOM
Date: Mar. 05, 2018 to Mar. 09, 2018
Place: Cali and Medellín, Colombia
US$ 458 thousand on the spot
US$ 974 thousand in the following months

RUSSIA TRADE MISSION
Date: Jun. 06, 2018 to Jun. 08, 2018
Place: Moscow, Russia
US$ 710 thousand on the spot
US$ 2.15 million in the following months

FRANCE TRADE MISSION
Date: Jun. 11, 2018 to Jun. 13, 2018
Place: Paris, France
US$ 85 thousand on the spot
US$ 290 thousand in the following months

EXPO RIVA SCHUH
Date: Jun. 16, 2018 to Jun. 19, 2018
Place: Riva Del Garda, Italy
US$ 8.46 million on the spot
US$ 31 million in the following months

IFLS
Data: Jul. 17, 2018 to Jul. 19, 2018
Place: Bogotá, Colombia
US$ 1.48 million on the spot
US$ 8 million in the following months

COLOMBIAMODA – MEDELLÍN
Date: Jul. 24, 2018 to Jul. 26, 2018
Place: Medellín, Colombia
US$ 127.7 thousand on the spot
US$ 1.6 million in the following months

FN PLATFORM
Date: Aug. 13, 2018 to Aug. 15, 2018
Place: Las Vegas, United States
US$ 1 million on the spot
US$ 3.53 million in the following months

COLOMBIA SHOWROOM
Date: Aug. 27, 2018 to Aug. 31, 2018
Places: Cali and Bogotá, Colombia
US$ 407 thousand on the spot
US$ 615 thousand in the following months

MICAM MILANO
Date: Sept. 16, 2018 to Sept. 19, 2018
Place: Milan, Italy
US$ 13.2 million on the spot
US$ 24 million in the following months


 

About the Brazilian Footwear:
The Brazilian Footwear is an exports promotion program developed by Abicalçados in partnership with Apex-Brasil. This program aims to increase exports of Brazilian footwear brands through development, trade promotion, and image actions focusing on the international market. Learn more: www.brazilianfootwear.com.br |  www.abicalcados.com.br/brazilianfootwear

About Apex-Brasil:
The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad and to attract foreign investment into strategic sectors of the Brazilian economy. To reach these goals, Apex-Brasil carries out diverse trade promotion actions that aim to promote exports and to value Brazilian products and services abroad, such as prospective and trade missions, business networking meetings, support for the participation of Brazilian companies in important international fairs, and visits from foreign buyers and opinion formers to get to know the Brazilian manufacturing structure, among other business platforms that also aim to strengthen the Brazil brand. Learn more: www.apexbrasil.com.br