São Paulo – The United Arab Emirates are among the targets of the Brazilian shoe industry’s promotional actions in 2012. The country is one of eight locations selected by the Brazilian Shoe Manufacturers Association (Abicalçados) and the Brazilian Export Promotion Agency (Apex) for campaigns highlighting the innovations and design of the industry. The project has a budget of 13.8 million reals (US$ 7.9 million).
Abicalçados and Apex signed an agreement during trade show Couromoda, held in January in São Paulo. In addition to the Emirates, the campaign will focus on Italy, China, France, Russia, the United States, Colombia and South Africa.
A survey of shoe consumption in the Arab country will be carried out. “We will unearth cultural information, consumers’ preferences, the population’s foot characteristics etc. These data will enable us to select the Brazilian companies which are eligible to participate [in the promotional actions],” explains Apex’s Projects manager Deborah Rossoni.
In order to select the target markets, the Apex commercial intelligence department conducts a preliminary survey of the countries, including data such as overall imports, average import growth rate, history of exports from Brazil to the country at hand, tariff barriers, main competing countries etc.
After this survey, the commercial promotion and advertising actions are defined. “With regard to trade, we place Brazilian companies directly [in touch] with international buyers, via our Buyer Project, which brings the importers to Brazil,” says Rossoni. Participation in trade shows is another of Apex’s usual activities, depending on the profile of each market.
On promoting the image of Brazilian shoes, the intention will be to highlight its design and innovative character. “Quality is a must; there is no question about it any longer. We need to show the Brazilian lifestyle, its concept, its colours,” says Rossoni. “We need to emphasize style, a Brazilian concept, and find people who desire this Brazilian lifestyle and are willing to pay for it,” she says.
In 2011, Brazilian shoe exports to the Emirates generated US$ 13.32 million in revenues, 5.5% more than in 2010. In terms of volume shipped, 935,318 pairs of shoes were sold the Gulf countries last year, as against 793,728 in 2010.
*Translated by Gabriel Pomerancblum
