Footwear industry embraces international digital marketing

From the Newsroom

São Paulo – In a bid to counteract the impact of the economic crisis triggered by the novel coronavirus on exports, the Brazilian Footwear Industry Association (Abicalçados) announced a string of digital marketing actions targeting international markets in 2021. It has even put out a request for proposals (RFP) from Brazilian brands regarding global digital marketing efforts in connection with partners specializing in e-commerce.

The RFP is intended solely for businesses affiliated with Brazilian Footwear, an export program from Abicalçados and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). Last year, companies in the program netted USD 643,000 as a result of digital marketing work.

The RFP and other actions were made public during an Abicalçados webinar this Tuesday (8). Abicalçados coordinator Letícia Sperb Masselli and Commercial Promotion analyst Paola Pontin (left and right in the picture at the top of this page) announced online platforms, trade shows, and business-to-business events. “These actions are about more than just market maintenance. They are intended to make Brazilian footwear bigger at the international level,” a press release quoted Masselli as saying.

The executive said roughly 50% of the actions will be subsidized. One of the initiatives is Brasil Fashion Now, a digital showroom set to feature Brazilian fashion items from March to August 2021 to encourage sales in the United States and Europe., an exclusive online platform, will be available throughout the year, and some 160 companies are featured at this point. Online trade show Sourcing at Magic Digital will focus on North and Central America, whereas Micam Milano Digital – the world’s biggest footwear show, with over 500,000 international buyers registered – will target Europe.

Abicalçados also mentioned opportunities in online B2B events in France, in the first half of 2021, and in Russia, in June 2021. Other online B2B sessions will focus on Latin America, from March through August, 2021.

Translated by Gabriel Pomerancblum

Screenshot/Abicalçados YouTube channel

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