São Paulo – Even though footwear sales took a bad hit from the Covid-19 pandemic, but sales of stay-at-home shoes including flip-flops and toe-thong sandals, weren’t as badly impacted. Wrought by self-isolation, this market trend wasn’t exclusive to Brazil, and it was reflected in Brazilian footwear exports.
As per Brazilian Footwear Industry Association (Abicalçados) numbers, flip-flop exports were down 19.4% year-to-date through July to 26.1 million pairs, while total footwear exports were down 25%.
Abicalçados chairman Haroldo Ferreira told ANBA that the pandemic has impacted different industry segments differently. “Consider women’s party shoes: there are no events, no parties, so those manufacturers are struggling much more than someone who makes comfy shoes for people to wear at home,” he said.
Besides e-commerce, which plays a big role in pandemic footwear sales, some flip-flop brands are available from supermarkets, which have remained open. Ferreira explains that some brands have even come out with new stay-at-home footwear. “The industry is reinventing itself,” he says.
The chairman of Abicalçados makes it clear that flip-flops and stay-at-home shoe sales haven’t boomed; they just decreased by a lesser amount. “Flip-flop exports were down by 20%, while overall exports were down 30%,” he said regarding year-on-year numbers through July. Year-to-date through July 2020 saw USD 80.4 million in flip-flop exports, according to Abicalçados figures.
On sandals and sneakers
Brazilian men’s shoes manufacturer Ferracini saw demand pick up for comfy shoes and toe-thong sandals since the pandemic came about. The company makes a wide range of shoes, from formal, casual and sports to assorted sandals. “People are staying home more and they are looking for comfort,” Ferracini foreign trade analyst Thânia Fileto said.
Fileto explains that people are looking for stay-at-home shoes that they can also go out occasionally, such as sneakers. According to her, Ferracini kept putting out innovative new products throughout the pandemic, but it has given priority to sandals and sports shoes, including sneakers. There’s a trend towards wearing these with business suits, she said.
Ferracini sells its product via e-commerce as well as multi-brand and proprietary stores. Online sales have picked up lately, Fileto says. The brand’s distributors abroad are also seeking more product for their own online stores. “People aren’t leaving home.” Foreign demand for comfortable shoes has just begun to pick up, as end-of-year shopping draws near, Fileto said.
Translated by Gabriel Pomerancblum
