Brazilian footwear sales increase in US fairs
The month of August marked the presence of 20 Brazilian brands in four footwear fairs in the United States. Participations were possible thanks to Brazilian Footwear, the footwear export support program developed by the Brazilian Association of Footwear Industries (Abicalçados) in association with the Brazilian Agency for the Promotion of Exports and Investments (Apex-Brasil), the which should generate, among the businesses carried out in place and scheduled, US $ 1.6 million for Brazilian brands.
The first stop was at PLAYTIME NY, a children's segment fair that took place between August 1 and 3, in New York. The event, which brought together more than 80 qualified contacts for the participating Brazilian brands, should generate more than US $ 167,000. “PLAYTIME is a great branding platform. The participation of the two Brazilian brands was very positive and attracted clients from important boutiques in the children's segment in the North American market ”, commented the Abicalçados Commercial Promotion analyst, Ruísa Scheffel. The brands Tnin Shoes and Planet Sea participated in the event.
Then, between August 9 and 11, the brands Pegada, Petite Jolie, Carrano and Schutz exhibited at MAGIC Las Vegas. At the same time, Sourcing @ MAGIC was also held, in physical and digital format, with the participation of the brands Beira Rio Conforto, Vizzano, Modare Ultraconforto, Moleca, Molekinha, Molekinho, Activitta and BR Sports. Ruísa explained that they are complementary fairs, the first being an international fashion fair and the other multisectoral and focused on companies that sell under the private label model - with the client's brand-. The events generated, between on-site and scheduled businesses, US $ 402 thousand. One of the participants in MAGIC Las Vegas was Petite Jolie. The brand's international business manager, Mabel Rittel, said the company had interesting results. “This resumption of big international events, like Las Vegas, is very important. We already feel the recovery and a great movement. Even with new buyers, ”she pointed out.
The last stop was ATLANTA SHOE MARKET, a regional fair that took place in Atlanta between August 14-16. Organized by the Association of Agents and Distributors of the Southeastern United States, the fair reaches the relevant retailers in the region. The Abicalçados report indicates that the Brazilian participation generated more than US $ 1 million in deals completed on site and scheduled at the event. With the support of Brazilian Footwear, the brands Bottero, Pegada, Petite Jolie, Ferrucci, Schutz and Arezzo were present. Ferrucci's representative in the United States, Patrícia Pimentel, highlights that the brand was satisfied with the event. “It was the first participation. We had contacts with several merchants and new clients that can generate good results, ”she said.
Participation in North American fairs marks an important recovery in that market, the main one for Brazilian footwear abroad. “In general, the results at the fairs in the second half of 2021 in the North American market were very positive, especially considering the still timid participation of Brazilian brands due to all the travel restrictions to the country. The results show that US customers are looking for new options for their stores and confidence in the market is gradually recovering ”, assessed Ruísa Scheffel.
In growth, Brazilian footwear exports to the United States in the first seven months of the year generated US $ 109.18 million, an increase of 42.6% in foreign exchange compared to the same period last year.
Source: ABICALÇADOS Press
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