U. S. fashion trade fair generates USD 615 thousand for Brazilian brands

The first in-person fashion trade fair in the United States since the beginning of the new coronavirus pandemic, Magic Pop Up produced good results for the participating Brazilian brands. The Brazilian participation was enabled by the Brazilian Footwear, footwear exports promotion program developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). Overall, it generated USD 615 thousand between deals that were closed on the spot and those that began to be negotiated during the event. The trade show took place in Orlando/Florida, from February 9 to 11.

An analyst of Abicalçados' Trade Promotion Unit, Ruisa Scheffel estimates that the results were better than initial expectations, with a return on investment (ROI) of 9,000% for companies. "The U.S. market is in full recovery;  that became clear based on the results we obtained," she highlights. According to her, 111 commercial contacts were established with major buyers, especially from the United States, currently the main destination for Brazilian shoes abroad.

The Brazilian brands Petite Jolie, Carrano, Bottero, and Verofatto participated in the event with the support of the Brazilian Footwear.

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: