São Paulo – Brazilian shoes are in fashion in the Arab world. Importers from those countries are ordering more and more pairs with the design, colours and, of course, charm of footwear made in Brazil. Companies that have been taking advantage of the favourable moment for national shoes include Grendene, which owns the Melissa brand, and Via Uno, owner of the brand that goes by the same name. In both cases, the plan is to grow even further in those markets in coming years.
The aim of Grendene is to sell Melissa as a luxury line for women, with products that “comprise art, design, innovation and behaviour at an accessible price,” according to information supplied by the company itself. For 2010, the plan is to grow 15% in countries such as the United Arab Emirates, where the brand arrived in 2008. There, the idea is not to work with franchises, but rather to offer products at stores that have a connection with the brand’s concept.
According to the team in charge of Melissa, plastic shoes made in Brazil are regarded as “pop and posh” among Middle Eastern consumers. They are widely accepted because of their novelty feature, as opposed to what takes place in Brazil, where, according to the company, the brand has had fans “for 30 years.”
Melissa emerged as a line based on strapped sandals worn by fishermen in the French Riviera. The first model, designed in 1979, was dubbed Melissa Aranha (Melissa Spider) and was a plastic sandal. Over time, the brand earned status as a fashion icon, and now ranges from pointe shoes to boots in all colours and designs.
Via Uno, which also manufactures and sells women’s shoes, and has its own stores, has two points of sales in the United Arab Emirates. “The Arab countries are developing and offer great growth perspectives, aside from the fact that they are tourist destinations, and, therefore, make the brand more visible,” explains Marketing director Paulo Kieling.
Within this context, the company plans on establishing a chain of exclusive stores in Middle Eastern countries. “That way, we would be able to showcase our entire collection, along with accessories, at modern, attractive outlets,” says Kieling, confident in the fact that his shoes are going to dress many Arab feet from now on.
*Translated by Gabriel Pomerancblum
