Held from 15 to 18 January in the Expo Center Norte trade fair complex of São Paulo, the forty-fourth edition of Couromoda reunited the most important players in footwear for the presentation of the fall/winter trends, even if ready-to-wear fashion for the summer also played an important role.

More than 1,000 collections were the protagonists of an edition that showed strong signs of recovery, after a 2016 that saw the Brazilian market in great difficulty, even if over the last few months of the year there was an improvement in domestic sales and even exports.

The greatest proof of all this comes from the numerous visitors that packed the halls of Expo Center Norte over the four days of the fair, with a clear increase in the number of foreign visitors:

At this edition, there was once again a strong turnout among foreign buyers – comments Francisco Santos, President and founder of Couromoda – Altogether, there were more than 2,000 buyers coming from the United Arab Emirates, the USA, Europe, Asia, and America, who truly increased the importance of our event. This presence often resulted in orders, not only because of the Real/US$ exchange rate, which is still extremely favorable, but also and, above all, because of the quality of a production – that is to say Brazilian – which is always in line with the latest fashion trends, proposing the perfect quality/price ratio.

Taking place in conjunction with Couromoda and its important array of bags, Schutz Arezzo Bottero Capodarte luggage, and costume jewelry, was São Paulo Prêt à Porter, the garment and fashion accessory fair, which is now in its seventh edition, proposing apparel in all of its many facets.

Returning to Couromoda, it is interesting to note that in 2016 Brazilian footwear manufacturers produced around 940 million pairs, with an export share characterized by a clear growth trend. It is exactly on exports that the renewed confidence of the local industry is based:

We worked long and hard to promote Couromoda around the world – confirms Jeferson Santos, Director of Couromoda – and thus attract an important number of importers from Russia, the United Arab Emirates, the USA, England, Columbia, Chile, Ecuador, India, Pakistan, Israel, Argentina, France, Italy, etc… All this is thanks, once again, to the collaboration with Abicalçados (the Brazilian Footwear Industries Association). Although the predictions made were an improvement over last year’s, they were not by any means exceptional. – continues Santos – Despite this, Couromoda underwent a bona fide recovery, both in terms of footwear production and distribution in Brazil, which has started to put its most difficult years behind it, thanks also to a more stable political situation, a lower inflation and tax rate, and resulting growth: for 2017, around a 2% increase is estimated.

At the fair, and especially of note, was the Governor of the State of São Paulo, Geraldo Alkmin, who confirmed the positive phase the economy is starting to go through, while the Mayor of São Paulo – João Doria Junior – underlined how the presence of Couromoda in São Paulo has changed the status of the city:

When Waleska and Francisco Santos decided to transfer Couromoda from Rio de Janeiro to São Paulo, it seemed to be complete and utter madness. And, instead, in less than three years, our city has been transformed into the Brazilian capital of fashion, and for this, it is extremely grateful.

The fair also hosted a number of important collateral events taking place in conjunction with it, like the daily fashion shows (Fashion Play), which, for the first time, did not take place in just one area, but which instead constantly moved around from one hall to the next, giving life to mini-performances. Moreover, there was “Shoes Factory“, a space that presented the collaboration between Couromoda and 26 manufacturers, with promotional and ad campaigns conceived right in the heart of the factories. There were also the usual seminars and other moments for interaction, which were a hit with both visitors and Brazilian retailers alike.

The next edition of Couromoda will be held in January 2018, once again at the Expo Center Norte.

For more information, please see: www.couromoda.com