São Paulo – The United Arab Emirates is among the countries to which the Brazilian shoe industry aims to export more. The market was defined, with another seven nations, as a target for the Brazilian Footwear programme, turned to promotion of exports and developed by the Brazilian Association of Shoe Manufacturers (Abicalçados) and the Brazilian Export and Investment Promotion Agency (Apex). Both organisations renewed, last week, an agreement for 2013 and 2014, with R$ 34.9 million for investment.
According to the coordinator of the Projects Unit at Abicalçados, Cristiano Körbes, among the activities forecasted for the Emirates is the use of market research, presentation of figures to companies participating in Brazilian Footwear, and a partnership with public relations agencies in the region to develop more adequate communication with the market. There should also be an event to strengthen the image of Brazilian shoes in the market of the Emirates and Middle East.
All of this, however, should only take place in 2014, as the project’s actions should start with Russia, and then head on to South Africa, following the priorities stipulated by businessmen. The Emirates should come in third place. Regarding the Russian market the research has already been prepared and now initiatives for the region are starting to be planned. Apart from these three countries, also focussed in the programme are China, Italy, France, the United States and Colombia.
Despite Brazil having recorded a 15.7% drop in revenues with shoe exports in 2012, sales to the Emirates climbed 12.5%, to US$ 15 million. Export revenues as a whole were US$ 1.09 billion. “Our relations with the Middle East are very mature, it is no longer new,” said Körbes. According to him, the values are also expressive when considering the hardships faced by global trade. “Growth like this is very satisfactory,” stated the coordinator.
The figures, according to him, show that something was done “in the past” – in previous years. “Our businessmen always travel there, and they find the Middle Eastern market very important. Furthermore, Brazil and the Middle East still have stable economies,” said Körbes. The Emirates came in 19th place among the main markets for the Brazilian shoe sector in 2012. Apart from it, among the Arab countries, only Saudi Arabia was in the list of 20 main buyers, in the 14th position, with US$ 20.1 million imported.
Brazilian Footwear includes little over 200 companies. For 2013 and 2014 the programme forecasts actions in management and intelligence, like the hiring of consultancies for the project and promotion of market studies; design, with the training for management in the area and for product development; in trade promotion, with promotion of fairs, missions and business roundtables; and in image, with actions for communication abroad, promotion of campaigns, and invitations for journalists to come to Brazil, among others. There should not be participation in fairs in the Emirates, according to Körbes, as Arab buyers tend to visit fairs in Europe.
*Translated by Mark Ament
