U.S. footwear fairs generate USD 1.6 million

The month of August was marked by the participation of 20 Brazilian brands in four footwear fairs in the United States. The participations were 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). Between deals that were closed on the spot and those that began to be negotiated during the events, USD 1.6 million will likely be generated by Brazilian brands. 

The first stop was Playtime NY, a trade show of the children's segment that took place from August 1 to 3 in New York. The event, which totaled more than 80 qualified contacts for participating Brazilian brands, will likely generate more than USD 167 thousand. "Playtime is a great platform for brand positioning. The participation of the two Brazilian brands was very positive and attracted customers from important boutiques in the children's segment in the U.S. market,” says Abicalçados' Trade Promotion analyst, Ruísa Scheffel. The brands Tnin Shoes and Planet Sea participated in the event. 

Subsequently, the brands Pegada, Petite Jolie, Carrano, and Schutz participated in MAGIC Las Vegas from August 9 to 11. Sourcing @ MAGIC also took place along with MAGIC Las Vegas, in the in-person and digital formats, featuring the brands Beira Rio Conforto, Vizzano, Modare Ultraconforto, Moleca, Molekinha, Molekinho, Activitta, and BR Sports. Scheffel explains that they are complementary fairs. The first is an international fashion fair and the other is a multi-sector trade show focused on companies that sell in the private label model – with the customer's brand. Between deals that were closed on the spot and those that began to be negotiated during the events, USD 402 thousand were generated. One of the participants of MAGIC Las Vegas was Petite Jolie. The brand's international business manager, Mabel Rittel, points out that the company had interesting results. "This resumption of major international events, which is the case of Las Vegas, is important. We already feel a recovery and a good amount of visitors, even new buyers," she says. 

The last stop was Atlanta Shoe Market, a regional fair that took place in Atlanta from August 14 to 16. Organized by the association of agents and distributors of the Southeastern United States, the fair reaches relevant retailers in the region. The report prepared by Abicalçados indicates that the Brazilian participation generated over USD 1 million between deals closed on the spot and those that began to be negotiated during the event. The brands Bottero, Pegada, Petite Jolie, Ferrucci, Schutz, and Arezzo participated in the event with the support of the Brazilian Footwear. Ferrucci's representative in the United States, Patrícia Pimentel, highlights that the brand was satisfied with the event. "It was our first participation. We contacted several retailers and attracted new customers that may lead to good results," she says. 

The participation in U.S. fairs marks an important recovery in that market, the main market for Brazilian shoes abroad. “Overall, the results at the fairs in the second half of 2021 in the U.S. market were very positive, especially considering the still weak participation of Brazilian brands due to all travel restrictions to the country.  The figures show that U.S. customers are looking for new options for their stores and confidence is gradually being regained in the market,” says Scheffel. 

Growing, Brazilian footwear exports to the United States in the first seven months of the year generated USD 109.18 million, an increase of 42.6% in revenues compared to the same period last year. 


About Brazilian Footwear:
Brazilian Footwear is an export incentive program developed by Abicalçados in partnership with Apex-Brasil. This program aims to increase exports of Brazilian footwear brands through development, commercial and brand image promotion actions aimed at the international market. Get to know: /

About Apex-Brazil:
The Brazilian Agency for the Promotion of Exports and Investments (Apex-Brazil) acts to promote Brazilian products and services abroad and to attract foreign investments to strategic sectors of the Brazilian economy. To achieve these objectives, Apex-Brasil carries out diversified commercial promotion actions aimed at promoting exports and to value Brazilian products and services abroad, such as prospective and commercial missions, business rounds, support to the participation of Brazilian companies in major international fairs, visits by foreign buyers and opinion makers to know the Brazilian production structure among other business platforms that also aim to strengthen the Brazil brand. Meet: