'One shoe for Brazil' movement values the Brazilian industry28/08/2020
Since Monday, August 24, about 150 of the main Brazilian footwear brands have been working with the movement “Um Sapato pelo Brasil” [One shoe for Brazil] on their social networks. Unprecedented in Brazil, the initiative is a synchronized action on the social networks of the participating companies and seeks to value Brazilian shoes, demonstrating their social and economic relevance. The campaign continues until tomorrow (August 27) and will climax in a collective discount of up to 20% on the purchase of products from brands participating in the campaign.
The executive president of the Brazilian Footwear Industries Association (Abicalçados), Haroldo Ferreira, says that the movement was set up based on a demand from the brands themselves. They felt the need to engage in a collective act, intending to strengthen their image before society and demonstrating the importance of the sector in creating jobs. A marketing committee was established with professionals from the sector and from Abicalçados to create the guidelines for the initiative, which resulted in the movement “Um Sapato pelo Brasil”, an organized, synchronized action to value the Brazilian product on social networks. “Each shoe produced goes through the hands of around 100 people. Last year, 270 thousand people directly employed in the activity produced 908 million pairs of shoes. The movement was created to make society aware that Brazilian shoes bought mean jobs and income for thousands of Brazilians,” says the leader of the organization.
One of the brands that are part of the campaign is Savelli, which manufactures men's shoes in the city of Franca (in the state of São Paulo). The company's marketing manager, Priscila Amaral, points out that the initiative shows how brands support each other in these times, putting empathy first and setting competition aside. "It is an essential movement to show society the size of our sector, our social importance," she says.
From the children's footwear cluster of Birigui (in the state of São Paulo), Klin is also active in the campaign. The company's marketing and product manager, Fabiana Zancan, mentions that the challenging scenario due to the new coronavirus pandemic led to changes in the behavior of brands, further strengthening the union of the sector. “The action represents the possibility of making the Brazilian public aware of the importance of the footwear industry for the resumption of business operations, in addition to giving a voice to the footwear industry. We believe that this union will be increasingly important, even after the expected economic recovery,” she assesses.
Renata Scholles, the marketing supervisor at Calçados Pegada, manufacturer of men's casual shoes in the city of Dois Irmãos (in the state of Rio Grande do Sul), believes that the action is important not only in this difficult time. “People need to be aware of the impact that our consumption has on the country's economy, on the jobs that are behind each service and product that we hire or buy,” she mentions.
For Malu's marketing Manager, Giuliane Enzweiler, the new coronavirus pandemic showed the need for the footwear sector to unite, reinforcing its social and economic strength for Brazilian society. “Each brand, alone, would not have the same strength. But with the union of an entire sector, we have been managing to show that there are people behind each pair of shoes we manufacture,” says the manager of the manufacturer of women's shoes from the city of Lindolfo Collor (in the state of Rio Grande do Sul).
In addition to the footwear brands, the movement also had the support of unions, industry organizations, suppliers, and retailers.
Get to know the brands that joined the movement
Ana Cristina Calçados
Arezzo & Co
Bem Me Quer Calçados
Doctor Shoes Antistaffa
Giulia Domna Shoes
Kids e Baby Shoes
Malu Super Comfort
Saygon e Syg
Tip Toey Joey
Vera Moreno Calçados
Via Vip Calçados