Projects in footwear fair will likely generate USD 920 thousand and improvements in image

Carried out between November 18 and 20, during Zero Grau, footwear fair that took place in the city of Gramado (in the state of Rio Grande do Sul), the trade promotion and image projects promoted by the Brazilian Footwear will likely generate USD 920 thousand and represent improvements in image in the Peruvian market, target of one of the actions. The Brazilian Footwear is the footwear exports promotion program developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).

The VIP Buyer Project was held during and also outside the event, through visits to footwear factories, stores, and showrooms in the states of Rio Grande do Sul and São Paul. This time, the project brought buyers from the US group Marc Jacobs and the Canadian group Hudson’s Bay Company to Brazil. According to a report prepared by Abicalçados, the importers took an expressive number of samples and foresee closing USD 920 thousand in deals in upcoming months.

Abicalçados' Trade Promotion analyst, Paola Pontin accompanied the North American group. She highlighted the opportunity the participation created, since Marc Jacobs has been looking for suppliers in countries other than China, especially due to the trade war between the United States and China, which has been increasing import tariffs for Chinese products in the United States. Marc Jacobs' senior quality manager, Mozer Oliveira, stressed that the group, which still does not work with Brazilian shoes, came to get to know the Brazilian footwear industry. "We found the partners we had been looking for and will continue the negotiations during the upcoming year," he said.

For Ruisa Scheffel, Abicalçados' Trade Promotion analyst who accompanied the Canadian buyers, the participation was positive. According to her, Hudson Bay Company works with few Brazilian brands and always through representatives in the United States. "We had been prospecting the company since 2015 and now we were able to bring them. It is proof that buyers are interested in Brazilian shoes once again; before they only looked for their products in Asia," Scheffel said. The buyer who is responsible for evaluating new brands for the group, Tabatha Emery Wookey, said she was surprised by the quality of Brazilian products. "It is perfectly possible to broaden and set up new partnerships. We were positively surprised by the quality and by the flexibility to manufacture diversified batches, with deliveries between 30 and 45 days," the importer mentioned.

In addition to the deals generated with the VIP Buyer Project, the image of the Brazilian companies supported by the Brazilian Footwear also improved with the Image Project, which received Peruvian journalists Magaly Patricia, of Revista Ganamás, and Magda Quispe, of Diario de La Republica.

The participation was accompanied by Abicalçados' Project assistant, Carla Giordani. She highlighted the communicators' perceptions on the Brazilian market. "They did not know the manufacturing process in detail. They were surprised by how many processes and people are involved in the manufacture and mentioned that they now understand how footwear prices are set," Giordani said. For Magaly Patricia, the sustainable processes in footwear production stood out. "Sustainable production processes drew my attention, with new materials with less environmental impact and concern with the final destination of waste."

In this edition, the projects carried out by the Brazilian Footwear were supported by Merkator Feiras e Eventos.

Promoted by Merkator Feiras e Eventos, Zero Grau presented fall-winter collections of more than 1.5 thousand brands, in addition to high-summer prompt-delivery products. The fair was promoted with the support of the unions of footwear companies of the cities of Estância Velha, Ivoti, Igrejinha, Novo Hamburgo, Parobé, Sapiranga, and Três Coroas.
The next Zero Grau takes place from November 16 to 18, 2020, also at Serra Park, in the city of Gramado (in the state of Rio Grande do Sul). 

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: |

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: