Brazilian footwear to be better promoted abroad
Though Brazilian footwear continues to enjoy strong demand in export markets, (See leatherbiz.com story Brazilian shoe exports exceed estimates in 2000 10.03.01), the industry itself has never excelled at promoting itself abroad.
All this could now be about to change, however, with the Federal Government’s creation of the Integrated Sectorial Programme for Export Promotion (PSI) and the Export Promotion Agency (APEX) - bodies which together will administer the funds to be invested in promoting international trade among Brazilian businesses.
The combined aim of the new organisations is nothing less than to make Brazilian goods available in every country in the world, which means they will concentrate on building existing export markets while creating new ones.
According to Nestor de Paula, president of Abicalçados, the footwear industry will make full use of the range of promotional tools, including trade exhibitions, trade missions, organised delegations to and national stands at international fairs, etc.
Footwear will also feature in dedicated ‘Brazil Showrooms’, which will showcase a representative sample of the country’s products. One market targeted for footwear exports is Middle East. Accordingly, a mission of shoe manufacturers and exporters will visit next September’s Al Haida’a fair in the Arab Emirates in order to evaluate both the market’s potential and requirements.
