Low stocks in retail help in the resumption of the footwear in 2013

With inventories low, after conservative orders at Christmas of 2012, the retail industry starts to refuel for the year and the Couromoda, that opens the national tradeshow schedule next week (13-17 January), is the promise of reheating of the footwear market. Data from the Brazilian Association of Tenants of artifacts and Shoes (Ablac) show that, last year, the footwear industry grew 3.2%, already discounted inflation of 5.8%. In number of pairs, however, the expansion was smaller, 1.9% last year, compared with 2011.
The prospects for 2013 are more optimistic. Despite the difficult battle against Asian products, national industries have been doing their homework to create differential and return to compete, especially because when it comes to footwear, the cheap has been too expensive for Brazilian companies. "The sector that suffers most, are the companies that operate below the industry's average price (R $ 51,52)," said Francisco Santos, President of Grupo Couromoda. "Were selling volume, today we sell quality, fashion, products with higher added value. That Asians don't have. "
An example of this strategy is the Democratic brand, which once had 50% of its turnover from exports — today is 25%. "Today our focus is to work the foreign market with partnerships and franchise stores," the company's commercial Manager, Marcelo Paludetto. "The Democratic Party also didn't find a vaccine for the general malaise that hit the sector last year. We had very positive expectations, which are not consolidated, "says Paludetto.
The company hopes to have 2012 closed with an increase of 7% to 8% in sales. However, the scenario for 2013 will be different. "We changed our strategy, adapting the line for a more casual, comfortable and stripped and we should have better results this year," explains the Executive. The goal is to get to a high of 3% in volume in 2012, to 10% in 2013. "And, as a result, have a 14% increase in turnover and fight to keep exports at the level of 25% of the revenue."
The Crysalis also tidied the House to re-grow. Founded in 1971, three crowns, Rio Grande do Sul, slashed production last year to focus on quality and improve the average price of the products. "The year was difficult for the sector, companies even had increase in average billing, but not in volume," said Rafael Wilbert, Chief Executive Officer of Crysalis. "We had an increase in revenues of 2%, which does not cover inflation," he points out.
This scenario should change. "We arrived where we wanted to in product, with better quality, design and logistics. We will have a recovery in volume and in revenues, "says Wilbert, noting that the Crysalis operates in popular fashion with average prices in the range of $ 50 at the factory and resale of up to r $ 130.
However, the company still has no plans to compete with strength in foreign markets, which has represented 12% of the company's revenue and today is the home of the 5%. "After the restrictions on imported products in Argentina the market got even more difficult."
Already the trademark Fernando Pires, darling of celebrities, on the other hand, has plans to explore better exports. "After the fair (Couromoda) Let's make our franchise plan and increase our participation in the internal market. Picked these results, we will give emphasis to exports, "says Maria Tereza Pains, partner of the brand. Fernando Pires sales currently amount to $ 400,000 per month. The idea is that this figure jumps to $ 1.25 million until the mid of next year.