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.

Note. This is not a definitive guide to what product characteristics will guarantee consumer acceptance and therefore sales in the Chinese and Asian market place. It is rather a specification of broad marketing parameters to “satisfy consumer needs and expectations” in the target consumer group.

The Prime Source Forum 2008, held early this year, was well received and to quote Leonie Barrie, editor of Just Style who wrote:

Clariant will showcase a new collection of leathers at ACLE (All China Leather Exhibition), which takes place in Shanghai from September 3-5. The company will show highlights from wet end to finishing under the motto 'Sense the difference. Feel the fashion'.

Buyers prepared to travel to find products that are innovative, well priced and (of course) new are those most likely to survive any prolonged downturn in the global economy.

The Olympics had a negligible direct impact on China's economy, but analysts say the near flawless organisation of the Games was a priceless 17-day advertisement for the "Made in China" brand.