RECOVERY BEGINS WITH EXPORTS

2016 saw a decrease in domestic demand that continued almost all the way through the end of the year, when it finally started to give positive signals, thanks also to exports that grew by around 4%. I believe that the industry is returning to be positive: the government is stable and people are starting to think that this is the right path to take. It will not be a dream government, but it will most certainly make serious efforts.

Over the last few months, for example, we recovered almost 20,000 jobs, and with 2017, I am sure that we will return to a positive economic reality.

In other words, there are signals of optimism arriving also from consumers. It will most definitely not be an easy and short path, but we will be assisted in all this by exports, which are taking great leaps forward, also thanks to the added value that many of our manufacturers have succeeded in imparting to their proposals, in terms of both quality and fashion. You might recall that Brazilian footwear has been present for quite some time now in 150 countries worldwide and that “Made in Brazil“ is considered desirable from Russia to the Arab Nations, and from Europe to the USA and – of course – all of South America.

I am convinced that starting in the second half of 2017, there will also be a stronger recovery in our positions in the domestic market and that 2018 will truly be the year for a new and important development in Brazilian footwear.

EXPORTS: A WAVE OF OPTIMISM

The year began with much optimism for our exports – starts off Roberta Ramos, Project Manager of Abicalçados and head of the Brazilian Footwear project – because we returned to being very competitive and there was a renewed interest shown by countries that traditionally bought Brazilian products in the past but which, in recent years, had slightly distanced themselves from this market, because of an unfavorable exchange rate.

We finally renewed the agreement with APEX, the governmental agency dedicated to export development, and we are preparing a series of initiatives that will see ‘Made in Brazil’ footwear as the protagonist over the next two years, that is to say up until the end of 2018. Obviously, the aim of Brazilian Footwear is to increase the number of brands present on international markets, while simultaneously not seeking refuge in private labels, but rather making genuine efforts in favor of Brazilian brands”. “For this reason, our participation in international fairs remains essential.

We will participate in the most important events worldwide and I believe there could be a significant increase in the number of exhibitors present at Expo Riva Schuh, as well as at theMICAM, the International Footwear&Leather Show and Colombiamoda (Columbia), and FN Platform (USA). Finally, we will also undertake an important promotional campaign in China. The markets on which we will focus with greater dynamism, also through initiatives that include monitoring and/or ‘Made in Brazil’ marketing initiatives, will mainly be France, England, the United Arab Emirates, China/Hong Kong, and Columbia.