A Shoe for Brazil asserted the social and economic importance of the national product16/09/2020
The footwear industry is traditional and important for the Brazilian economy. It directly creates over 270 thousand jobs and manufactures over 900 million pairs of shoes every year (4th largest on the planet). On the last days of August, it promoted the movement Um Sapato pelo Brasil [A Shoe for Brazil]. During the period, 150 major Brazilian footwear brands carried out synchronized actions on their social networks aiming to make society aware of the importance of the industry for the country and mainly of the importance of purchasing shoes manufactured in Brazil, which result in employment, income, and development.
According to a report prepared by the Brazilian Footwear Industries Association (Abicalçados), more than 4 million impressions, 325 thousand likes, and 11 thousand comments are estimated on the social networks of participating brands between August 24 and 27. "The campaign was very successful; it brought together competitors for the same cause, reaching more than 3.5 million users on social networks. The feedbacks were very positive and I believe that an important seed has been planted in this historic moment: union,” says the coordinator of Abicalçados' Image Promotion Unit, Alice Rodrigues. She emphasized that the brands themselves started the movement and they also granted discounts of up to 20% for products purchased from their e-commerce outlets.
One of the participating brands was the company Bischoff Group, manufacturer of shoes for the brands Jorge Bischoff and Loucos & Santos. The company's branding and business director, Natália Bischoff, points out that the initiative was very meaningful for the valuation of Brazilian shoes. "It was only the first step. This movement must continue, due to the social and economic strength of the industry," she highlights. According to her, it is increasingly important to create joint actions that strengthen the brand “shoe from Brazil”, which is recognized worldwide for its quality, comfort, and design.
The manufacturer of children's shoes Bibi joined the campaign to underline the strength of the sector through union, which is even more necessary in tumultuous moments like the one we have been going through. According to the company's brand and retail director, Camila Kohlrausch, by participating in the initiative, Bibi sought to promote integration to point out the social gains the footwear activity provides, which should likely help “alleviate the crisis caused by the pandemic.”
The fourth-largest consumer market for shoes in the world, Brazilian footwear retail has been experiencing the effects of the new coronavirus, just like all other economic sectors. On the other hand, the movement Um Sapato pelo Brasil helped assert the importance of purchasing shoes manufactured in the country as a way to create jobs, generate income, and promote development for all Brazilians. And this was positively perceived.
Rafael Martinez (35), a businessman that lives in the city of São Paulo (in the namesake state), recognizes that he has always been very demanding when purchasing shoes and that he had been under the wrong impression that imported shoes were of better quality. "The campaign alerted me to the potential of the Brazilian industry, not only for its quality but also for the social role it plays, creating jobs and generating income, favoring the economy of our country," he said.
Public servant Nathalia Paola Oliveira (31), from the city of Porto Alegre (in the state of Rio Grande do Sul), stressed the importance of valuing the national product, which fosters development for Brazilians. She also mentioned that Brazilian shoes owe nothing in terms of quality to imported shoes and that local consumers should be increasingly aware of the fact, especially through campaigns such as Um Sapato pelo Brasil. "All my shoes are manufactured here, I have always been aware of this. And we know, for example, that many foreigners are passionate about some Brazilian brands, and they are not properly valued here. This situation needs to change," she concluded.
Besides the footwear brands, the movement was supported by unions, industry organizations, suppliers, and retailers.
*Get to know the brands that joined the movement:
Arezzo & Co
Bem Me Quer Calçados
Doctor Shoes Antistaffa
Giulia Domna Shoes
Kids e Baby Shoes
Malu Super Comfort
Saygon e Syg
Tip Toey Joey
Vera Moreno Calçados
Via Vip Calçados
* Brands registered in the movement