Abicalçados Appoints Yardstick
Abicalçados appoints Yardstick Marketing to support Brazilian Shoe brands in the UAE
The Brazilian Footwear is an exports promotion program developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) aiming to increase exports and exposure of Brazilian footwear brands through development, trade promotion, and image actions focusing on the international market. Abicalçados has appointed Yardstick Marketing to support Brazilian Shoe brands in the UAE. Yardstick Marketing with its varied portfolio clientele globally will extend its full-fledged support to undertake a strategic mass media outreach towards the Brazilian Shoe Brands in the UAE.
Roberta Ramos the Project Manager at the Brazilian Footwear Industries Association Abicalçados, spoke to us exclusively about Brazilian shoe brands, latest trends in footwear and the overall market.
Q: What are the top most popular shoe brands in the UAE?
Roberta Ramos: In the market research we did two years ago, the brands West Coast, Havaianas, and Dumond were mentioned as the most known and popular brands in the UAE. Others brands have also developed well in the country, like the children footwear brands like Pampili, Klin, and Pé com Pé, or others such as Schutz, Alexandre Briman, Shoetherapy, and Pegada.
Q: What are the top footwear trends in the region?
Roberta Ramos: We have recently hired a study on the market to better understand opportunities for Brazilian footwear in the region. But trends change every season, so we count on our local partners to get such information. But most importantly, the perception of the consumers about made in Brazil is very good, and the quality is very high.
Q: How is Brazilian footwear accessible to UAE residents?
Roberta Ramos: You already find Brazilian shoes and Brazilian brands in many retailers in the area. The main players are constantly in contact with us and from our side, we help to help companies to produce the kind of shoes they look for.
Q: What is the key factor one must look at while purchasing footwear?
Roberta Ramos: People are becoming more and more conscious when it comes to consumption all over the world. Being concerned with the future of the planet, makes us rethink our habits and with that, change some of the priorities when purchasing. Of course, the price is important, but also making sure the production respected the UNO labor laws, the materials will last, the shoe is comfortable. Of course, the looks still play a big role in the process.
Q: Does any of the Brazilians footwear brands have medicates shoes to ensure comfort and safety?
Roberta Ramos: We have many shoe companies investing in comfort technologies. Some are selling well in the UAE, such as Shoetherapy, Piccadilly, and Comfortflex.