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COUROMODA : positive prospects for the Brazilian market
Feb '09
COUROMODA, the leading shoes, sportsgoods and leathergoods fair on the Latin American market, held its 36th edition last January, featuring results that reflect the new economic scene of Brazil.

Even concerned with the unfolding of the world economic crisis and consequences on the Brazilian market, manufacturers and retailers filled to capacity the aisles at the Anhembi Exhibition Center, in São Paulo, seeking novelties and hints on the behavior of the footwear market over the forthcoming months.

The fair recorded 65 thousand visits of retailers, manufacturers and foreign buyers, 10% less than at the previous edition. Nonetheless, the amount of registered companies represented was kept practically the same, thus reflecting the concern of the retail market to cut down costs, but making it a point to attend the fair and carry on with their purchases.

“Visitors were highly qualified, standing as true decision makers; thus resulting in significant sales volume orders placed and spread over the forthcoming 100 days, in the amount of R$ 6 billion (US$ 2.6 billion)”, highlighted Francisco Dos Santos, President and Founder of Couromoda.

Dos Santos explained that sales were mainly geared to the domestic market and to Brazil neighboring countries. “We hosted buyers from all over Brazil and from 64 countries, predominantly from Latin America, especially Venezuela, Ecuador, Bolivia, Argentina, Peru, Mexico and others. It is a fact that Europeans and North Americans came in lesser number, due to the dramatic economic and financial crisis those markets are undergoing. We therefore anticipate difficult times in the foreign trade, as – even selling to more than 140 countries in the world – US and Europe continue to be Brazilian footwear major exports destination.

Positive prospects for the Brazilian market
The fair was a relief as well as an incentive for the 1,200 exhibitors at COUROMODA 2009, spread over a surface of 80,000 m2 in the Anhembi Exhibition Center to show their new footwear and leathergoods collections.

The threat of a retraction in the footwear retailer sales was not confirmed. In fact, business deals signed at the fair met the expectations of most companies.

Pedro Bartelle, marketing director of the Vulcabrás/Azaléia Group said that they sold one million pairs of the Azaléia, AZ, Dijean, Funny, Olympikus, OLK and Reebok brands during the fair. The company hosted 10 thousand people at their booth during the four days of the event, or 25% over last edition. Says Bartelle “this indicated that buyers are optimistic in relation to the market”.

The number of visitors was 21% lower for the Paquetá Group (Dumond); however sales volume was the same as last year's. Says Leandro Mosmann, Dumond director “We hosted upscale buyers, namely from the Middle East, Japan, France, Spain and the United States”.

The Okean brand commemorated 100% sales increase over 2008, in the domestic market as well as for exports. Director Alan Ermel, declared “Our booth was packed every day, and we hosted many more visits than last year. Besides all the countries where we already export in Latin America, Europe, United States, we had also buyers from the United Arab Emirates".

Carlos Pontin, advisor to the Board of Arezzo/Schutz, stated that sales as well as the number of visitors surpassed the most optimistic forecast. And he added ”It was a positively surprising Couromoda and we signed several deals for the domestic market as well as for exports. For the first time at the fair we hosted buyers from Mongolia, with very good sales perspectives”.

Next edition:
January, 18 to 21– São Paulo – Brazil


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