S\u00e3o Paulo \u2013 The United Arab Emirates are among the targets of the Brazilian shoe industry\u2019s promotional actions in 2012. The country is one of eight locations selected by the Brazilian Shoe Manufacturers Association (Abical\u00e7ados) 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).<\/p>\n
Abical\u00e7ados and Apex signed an agreement during trade show Couromoda, held in January in S\u00e3o Paulo. In addition to the Emirates, the campaign will focus on Italy, China, France, Russia, the United States, Colombia and South Africa. <\/p>\n
A survey of shoe consumption in the Arab country will be carried out. \u201cWe will unearth cultural information, consumers\u2019 preferences, the population\u2019s foot characteristics etc. These data will enable us to select the Brazilian companies which are eligible to participate [in the promotional actions],\u201d explains Apex\u2019s Projects manager Deborah Rossoni.<\/p>\n
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.<\/p>\n
After this survey, the commercial promotion and advertising actions are defined. \u201cWith regard to trade, we place Brazilian companies directly [in touch] with international buyers, via our Buyer Project, which brings the importers to Brazil,\u201d says Rossoni. Participation in trade shows is another of Apex\u2019s usual activities, depending on the profile of each market.<\/p>\n
On promoting the image of Brazilian shoes, the intention will be to highlight its design and innovative character. \u201cQuality is a must; there is no question about it any longer. We need to show the Brazilian lifestyle, its concept, its colours,\u201d says Rossoni. \u201cWe need to emphasize style, a Brazilian concept, and find people who desire this Brazilian lifestyle and are willing to pay for it,\u201d she says. <\/p>\n
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.<\/p>\n
*Translated by Gabriel Pomerancblum<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"
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