Brazilian flair illuminates Fashion Access

The sharp increase in the number of Asian footwear imports which entered Brazil in the last two years brought about a change in sales strategy for Abicalçados - The Brazilian Footwear Association. In an interview originally published in BBC Brazil last July, head consultant to Abicalçados, Enio Klein, revealed that Brazil was going on the offensive from 2008 onwards by designing a strategy to sell high quality, luxury shoes directly to the burgeoning number of middle class Chinese consumers, mainly in the cities. The shoes would be air freighted from Brazil to Hong Kong and Mainland China and be destined to fill market gaps with the flair and design characteristic of Brazilian footwear. As part of this strategy, Abicalçados participated at Fashion Access in October 2007 and now returns with seven companies to Fashion Access this March. Fashion Access will be the launching pad of this well-defined strategy in Asia and more particularly, China. Commenting on Abicalçado's activities, Executive Director Heitor Klein notes that the footwear manufacturers represented by Abicalçados are responsible for an annual production of approximately 800 million pairs of shoes, 180 million of which were exported in 2007. Around 130 different countries import shoes from Brazil, generating an inward flow of US$ 1.9 billion in revenue. Currently, 300,000 people are employed directly by the footwear industry in Brazil.

The Brazilian Footwear pavilion is located in the Convention Hall at Fashion Avenue. The companies comprising the pavilion are:

Bottero - exhibiting some 300 new models for young women searching for quality, comfort, design and products which are up to date with the trends of each season. Boots, ankle boots, ballerinas, pumps and sandals are on show. http://www.bottero.com.br

Pampilli - describes its children's and youth collection as "the inspiration in the little girl's world. It transforms dreams and fantasies, happiness, well-being and style. It participates in every step of her life, making a difference in her future." When you see this collection of Pampilli, the company's message will be crystal clear. http://www.pampili.com.br

Carrano - classically styled high fashion ladie's shoes manufactured in leather with the latest color trends. Be in fashion with Carrano.  http://www.carrano.com.br

Dilly - women's fashion dress shoes are characteristic of the latest Dilly collection. This footwear collection is directed at middle class consumers looking for western style, flair and elegance.  http://www.dilly.com.br

New Frontier - elegant lines and classic feminine style are represented in the latest collection from New Frontier. The products to be exhibited dovetail perfectly with the "high end" strategy of Abicalçados to penetrate the new class of consumers seeking Western products and designs as new found status symbols.  http://www.biondini.com.br

Stéphanie - Stéphanie Classic brand produces fashion shoes with comfort and quality. The Fall / Winter collection is composed of 180 styles of boots, ankle boots, slippers, peep toes, sandals and pumps. In color, it is the dark shades of black leading through the shade of browns. The violet tones, the red, green forest and the tones of beige are also present in the collection. Among the materials used are patent leather, snake and suede. http://www.q-sonho.com.br

Klin - this company specialises in creating children's shoes in fun colours which appeal to this market segment. The company's slogan is "Klin - your best friend". Bootees in pastel pink will be on show and the fun nature of this company's approach is reflected in their web site http://www.klin.com.br