Couromoda celebrates 45 yearsThe anniversary edition confirms the reprise trend of the Brazilian country and presents positive numbers

Jan 24, 2018
Posted in: , Fairs

Held from 15 to 18 January at São Paulo’s Expo Center Norte trade fair complex, the forty-fifth edition of 3Couromoda saw the most important players in the footwear industry reunited for the presentation of their fall/winter trends, with a nod also made to the importance of ready-to-wear fashion for the summer. More than 1,000 collections were the protagonists of an edition that gave clear signals of recovery, after 2017 having confirmed an improvement in domestic sales and above all in exports. The greatest 6confirmation of this recovery arrived from the visitors themselves, who packed the halls of Expo Center Norte over the four days of the fair, with a clear upswing in international visitors: “At this edition, there was once again a high number of not only Brazilian buyers, but also foreign ones who arrived from 55 different countries worldwide. It was certainly a positive edition that allowed us to properly celebrate our first 45 years of activity – confirms Francisco Santos, president and founder of Couromoda-. Between now and 5 years from now, when we celebrate the 50th anniversary of Couromoda, I believe the economic panorama will be even better and the footwear industry will have returned to its past levels of greatest achievement”. Jefferson Santos, director of Couromoda, comments: “Couromoda confirmed the climate of optimism and renewed trust in the market. We closed with a more than 70% rebooking of the exhibiting areas for 2019 and a 8more than 5% increase in attendance numbers. As far as exports are concerned, there was a more than respectable turnout in buyers coming from the United Arab Emirates, the USA, Europe, Asia, and America, making our event even more important. A presence that often turns into orders, not only because of the Real/US$ exchange rate, which is still rather favourable, but also and, above all, because of the quality of the production – that is to say Brazilian – which is increasingly in line with the latest fashion trends, with a suitably adjusted quality/price ratio”.

It is also important to underline the collaboration with Abicalçados (the Brazilian trade association of reference). Rosnei da Silva, president of Abicalçados, defines 2018 as a year “requiring creativity and innovation in order to maintain the positivity kicked off in 2017, which is capable of guaranteeing the exponential growth of Brazilian footwear, above all, in terms of exports”. With regards to Couromoda, she confirms, “This event was and will always be an extremely important point of reference for the entire footwear and leather goods supply chain. There is nothing left to say but thanks to this event, which for 45 years has brought with it the very essence and best of our production”.

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

The next edition of Couromoda will be held from 14 to 17 January 2019, once again at the Expo Center Norte, while the second edition of Couromoda Preview will be held from 8 to 10 November 2018, with the presentation of the fall/winter pre-collections.

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Heitor Klein: recovery and renewed trust

In 2017, the Brazilian footwear industry returned to a trend of growth, renewing a sense of positivity and optimism also for 2018: “The good news is that the downtrend is over and we are slowly starting to recover positions: – comments Heitor Klein, CEO of Abicalçados – partly in the domestic market and, above all, in international ones, where we recorded a +9.3% increase in exports in 2017, for a total of 1.09 billion dollars”. An important result that Brazilian companies have achieved notwithstanding the heitor-kleindisadvantage of the “custo Brazil”, or rather the increased costs associated with logistics, the fiscal system, and bureaucracy, which have made it expensive to produce in Brazil with a product that is less competitive. So, we ask what the most dynamic markets for Brazilian footwear are: “Certainly Latin America, while we are losing some shares in the USA. On the other hand, we are well-positioned in Europe and we have good possible opportunities in Russia and the United Arab Emirates. Moreover, we do not forget that Brazilian footwear is exported to more than 150 countries worldwide”.

What could contribute to a greater acceleration in growth for Brazilian footwear?: “The prerequisite is without a doubt growth in the domestic market: today there is greater confidence, but there are still too many question marks in Brazil: a year with too many public holidays, the world soccer cup, which in our country, blocks the entire country, and if that weren’t enough, we also have the presidential elections… all factors that could influence commerce in an unpredictable way”.

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