International fairs bet on digital platforms

The new coronavirus pandemic has definitely accelerated changes in business models. Traditional in-person fairs create increasingly greater space for digital spaces. This happens both in the domestic and international environments. The trade shows Micam Milano (Italy), Micam America's (United States), Coterie (United States), and Children’s Club (United States) established a partnership with the platform NuOrder so that they can take place digitally. They were supported by the Brazilian Footwear, the program developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). NuOrder will design an exclusive landing page for each of the events from September 1 to November 15, when exhibiting brands will be able to exhibit – and sell – their products to over 500 thousand buyers registered in the platform. Most of them are from the United States, Canada, Central America, and Europe.

Sourcing at Magic, the U.S. fair renowned globally due to the negotiation of large volumes, will take place in the same way, from September 15 to December 15. On this platform, participating companies will have the opportunity to interact with buyers through various points of contact, being able to approach customers that interest them proactively, in addition to benefiting from the matchmaking service available on the website. The initiative will also feature analytics services. The companies may assess the best performing products in real time to update their pages and collections according to the interests of buyers. Abicalçados' Project Manager, Letícia Sperb Masselli, points out that Brazil will be the focus country in this edition, with special prominence to actions to promote their image and a webinar on the Brazilian potential as a supplier of footwear. "In the webinar – whose date is not confirmed yet – we will feature the theme of Brazil as an alternative to footwear production outside Asia," she notes.

Masselli highlights that trade fairs have been developing a business model that gained momentum during the spreading of the new coronavirus pandemic. "The market had already been going through a digitization process, which was boosted by the restrictions due to the pandemic. Nowadays the company needs to work on both fronts – brick-and-mortar and digital stores – or they may not survive in an increasingly competitive and digital market," Masselli says. She expects major international chains to participate in the events.


About the Brazilian Footwear:
The Brazilian Footwear is an exports promotion program developed by Abicalçados in partnership with Apex-Brasil. The program aims to increase exports of Brazilian footwear brands through development, trade promotion, and image actions focusing on the international market.
Learn more: |

About Apex-Brasil:
The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad and to attract foreign investment into strategic sectors of the Brazilian economy. To reach these goals, Apex-Brasil carries out diverse trade promotion actions that aim to promote exports and to value Brazilian products and services abroad, such as prospective and trade missions, business networking meetings, support for the participation of Brazilian companies in important international fairs, and visits from foreign buyers and opinion formers to get to know the Brazilian manufacturing structure, among other business platforms that also aim to strengthen the Brazil brand.  
Learn more: