The first in-person fashion trade show in the United States will feature Brazilian brands

The first fashion trade fair since the beginning of the new coronavirus pandemic in the United States will take place from February 9 to 11, in Orlando/Florida. The participation of three Brazilian brands (Petite Jolie, Carrano, and Bottero) in Magic Pop Up will be supported by the Brazilian Footwear, a program to promote exports of the sector developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).

Ruisa Scheffel, an analyst of Abicalçados' Trade Promotion Unit, highlights the importance of the resumption of in-person fairs in the United States, the country that accounts for 20% of the total shoes exported by Brazil. “Even though footwear exports were still negotiated at digital events, in-person gatherings will always have one extra ingredient, the eye contact that makes negotiations easier,” says Scheffel, noting that in addition to footwear buyers, the show will welcome retailers from other segments, such as accessories and clothing.

Aiming to ensure the safety of exhibitors and visitors, the event will focus on pre-scheduled meetings, with scheduled times so that there will be no crowds at the booths. The Brazilian brands participate through their local partners, given that international travel restrictions persist.

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.
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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.  
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