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A quarter of a century after its founding in April 1983, the Brazilian Footwear Association (Abicalçados) celebrated its silver jubilee by exhibiting at Fashion Access, March/April 2008, in Hong Kong for the first time.
Six years earlier, Brazil won the World Soccer Cup in Japan in 2002, and now Brazilian footwear manufacturers are following the example of their soccer stars by aiming to win in the Asian market - especially in Mainland China. Asia is the only major market that has not been decisively conquered by Brazilian design, flair and craftsmanship.
Now, all that is about to change.
According the Heitor Klein, Executive Director of Abicalçados and in charge of the Brazilian footwear export program, the exhibitors in the Brazilian national pavilion received orders worth US$206,000 with estimated sales by April 2009 of US$900,000. This score resulted from their very first participation at Fashion Access. The companies transacted business with buyers from Hong Kong, France, Taiwan, Japan, Malaysia, Philippines and China.
Ana Cristina Klein of the New Frontier Company noted, "Hong Kong is the place to start one's sales campaign in Asia due to Hong Kong's importance as the business centre of Asia".
A Happy Coincidence
Footwear companies are betting on the Asian market and in its second participation at Fashion Access this October, Brazil will be represented by 11 manufacturers. Brazil had the same number of soccer players on the field when it won the World Soccer Cup in Japan 2002.
This happy coincidence would appear to assure a second victory!
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What buyers can look forward to
According to Cristine Kopschina, marketing assistant of Brazilian Footwear Program and responsible for the participation of Brazilian companies at the fair, the results of the first national exhibition of shoes at Fashion Access were higher than initial expectations.
"We are encouraging other companies to invest in the Asian market because the Brazilian product grabs the attention of storekeepers", she affirmed, noting that in Fashion Access, Brazil has a very strong advantage: the collections for spring and summer, which are recognised worldwide.
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The companies Stéphanie Classic, Pampili, Dilly and Biondini, which exhibited at March Fashion Access, will return to Asia in October. In the Brazilian national pavilion, there will be six more national brands, developed by Dakota, Território Nacional, Bibi, Piccadilly, Werner and Pegada. In an individual stand, the 11th company will be GVD.
Brazilian brands will show quality products, focusing on creative design. Fashion Access, organised by APLF, runs from October 02 to 04, at the Hong Kong Convention & Exhibition Centre, in Wanchai, the centre of Hong Kong's business and entertainment sector.
Further Information:
Abicalçados / Brazilian Footwear Press Bureau
imprensa@abicalcados.com.br
July 2008 |
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If you wish to contribute to the APLF News, with your experiences in the industry, your observations, or general thoughts on the direction the industry is going, we would like to hear from you. Email: aplf-news@aplf.com |
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How long has your company been attending APLF? If you wish to be involved in the celebration of the 25th anniversary of APLF, we would like to hear from you. Email: aplf-news@aplf.com. Subject Headline: APLF 25th Anniversary |
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