1/16/2007

GLOBAL TRADE
[01/16/2007 - 08:40]
Brazil exports shoes with higher added value

The average price of Brazilian shoes increased from US$ 9.98, between January and November 2005, to US$ 10.32 during the same months last year. Yesterday, during the opening of the Couromoda trade show for the shoe sector, Brazilian Minister of Development Luiz Fernando Furlan praised the quest for design and quality promoted by shoe factories in Brazil.

São Paulo - Brazilian shoe producers exported higher added value products last year. The average price of Brazilian shoes shipped abroad rose from US$ 9.98, between January and November 2005, to US$ 10.32 during the same months in 2006. Shoe factories' efforts at selling higher quality produce were praised by the Brazilian Minister of Development, Industry and Foreign Trade, Luiz Fernando Furlan, at the opening of Couromoda, a trade show for the sector that began yesterday (15) at Parque Anhembi, in the southeastern Brazilian city of São Paulo. "The shoe sector achieved amazing improvements in quality, design and (brand) positioning over the last four years," Furlan said.

Entering more demanding, sophisticated niches was the solution found by shoe producers in order to overcome the problems created by the Brazilian exchange rate, which is unfavourable to exports. According to the executive director at the Brazilian Association of Shoe Manufacturers (Abicalçados), Heitor Klein, the increase in average shoe price was partly due to readjustment to the exchange rate, and partly due to the higher quality of exported products. "In order to keep growing, many Brazilian companies have decided to add value to exported products, to approach sales in a more direct manner, and to export using their own brands," said the executive director. Improved design and higher quality raw materials are features of these shoes, which are currently exported in larger quantities.

Klein says, for instance, that markets more receptive to higher quality shoes, such as Europe and the Middle East, performed better in 2006 than markets for traditional shoes, such as the United States. With the appreciation of the real (the Brazilian currency), manufacturers had to withdraw from markets in which low cost is the decisive factor. This change may be shown in the fact that revenues from shoes exports decreased 1% between January and November last year compared with the same period in the previous year, whereas the foreign sales volume decreased 4%. Brazil exported 164.9 million pairs of shoes during the first eleven months in 2006, generating US$ 1.7 billion in revenues. The president of Couromoda, Francisco Santos, said that Brazil should continue to increase its exports of shoes with higher added value.

"The sector is moving forward, taking up room in markets worldwide, instead of just waiting on government measures," Furlan complimented. The governor of the State of São Paulo, José Serra, who was also present at the opening of the trade show, claimed that the shoes sector was one of the first in which Brazil established itself abroad as a supplier of quality products. "Last year, shoe exports returned to the level they were at in 2002 and 2003, which were very good years, thanks to the sector's creativity and its combative spirit," Serra stated. To the president of Abicalçados, Elcio Jacometti, the performance of the sector is also the result of promotion work. Last year, Brazilian shoe companies participated in 22 international trade shows.

The shoe chain, which includes from raw material production to the sector's stores, generates R$ 42 billion (US$ 19.6 billion) per year. Couromoda accounts for 25% of shoe sales in Brazil. In the trade show, the shoe and accessory industries showcase their autumn-winter collections. This year, the trade show should be attended by 60,000 visitors, among them 4,000 foreigners from 65 different countries. Overall, 1,200 exhibitors will be showcasing 3,000 different brands at Couromoda. Twenty Brazilian states are represented in the trade show.

Yeda Crusius, governor of the southernmost Brazilian state of Rio Grande do Sul, which answers to 70% of national shoe production, attended the opening of the trade show. The mayor of the city of São Paulo, Gilberto Kassab, and the president of the Brazilian Export and Investment Promotion Agency (Apex), Juan Quirós, among other local and national authorities, attended opening of the trade show.

*Translated by Gabriel Pomerancblum

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© ANBA 2004 - All material may be reproduced as long as the source is acknowledged.

12/4/2006

Rocky Brands, Inc. announced earlier this yer that it signed a licensing agreement with Sole Matters, LLC, whereby Rocky will produce, market and distribute a line of men’s and women’s casual footwear under the brand name Zümfoot®. Sole Matters, LLC operates nine lifestyle footwear locations which are currently being remodeled and re-branded under the Zümfoot® nameplate.

Mike Brooks, chairman and CEO of Rocky Brands, Inc. says the new product line “will help further diversify our business. We are confident that with our worldwide sourcing infrastructure, sales and marketing capabilities and first-class design team, we will be able to deliver new and unique styles at compelling price points and quickly gain key market share.”

Zümfoot® products feature orthopedic technologies including multiple interchangeable and modifiable foot beds made from cork and treated with an anti-microbial silver compound to retard growth of bacteria and fungus. In addition, several Zümfoot® styles will feature unique leather, specially developed to have a reduced environmental impact. The first product is expected to be available for shipment to stores in the first quarter of 2007.

Rocky Brands, Inc. is a leading designer, and manufacturer of premium quality footwear and apparel marketed under a portfolio of well recognized brand names including Rocky Outdoor Gear®, Georgia Boot®, Durango®, Lehigh®, and the licensed brand Dickies®. For more information, call (740) 753-1951.

12/4/2006

Comfort footwear brand Daniel Green is teaming up with the National Breast Cancer Foundation. The partnership is aimed at increasing breast cancer awareness through the launch of a newly developed slipper inspired by the trademark pink ribbon design.
As part of the “At Home” collection, the new Bow Tie slipper provides comfort and coziness while supporting a worthwhile cause.

All marketing methods – including Internet banners, product hangtags, point-of-sale displays and PR methods – will direct the consumer to the National Breast Cancer Foundation website, where visitors can learn more about the disease or make a charitable contribution.

“Our strong base of devoted, loyal customers is the reason we have stayed in business for 120 years,” says Dana Emmenegger, marketing director of Daniel Green. “We’re thankful for that, and through this partnership we can give back to those women.”

The Bow Tie slipper will be available online at www.danielgreenco.com and through other online vendors as well as shoe stores. For more information on the National Breast Cancer Foundation and the fight for a cure, visit www.nationalbreastcancer.org.

12/3/2006

Dansko, Inc. is the proud recipient of the 2006 Mohawk Windpower Partnership Award, which honors its commitment to the environment through its choice of eco-friendly paper for consumer brochures.

Dansko selected Mohawk Options paper for its 2006 Fall/Winter consumer brochure. The paper is produced with renewable wind-generated electricity and recycled fiber, resulting in considerable environmental savings. The fossil fuel equivalent for the amount of wind energy used in producing the paper is ten barrels of crude oil or three tons of coal, which is comparable to planting 1,622 trees or taking two cars off the road for one year.

“Sometimes the best business option is not always the cheapest,” said Peter KKjellerup, co-founder of Dansko. “The ecological benefits of using Mohawk Options paper far outweigh the higher price tag. . . .We are happy to do our part and grateful to Mohawk for providing us theopportunity to give back to the environment.”

In other news, Dansko named Mary Taylor vice president of product. Taylor served most recently as president of RYKA which, under her direction, was selected as one of the Top 100 Women-Led Businesses in Massachusetts. Earlier, Taylor oversaw strategic product planning and executive with brands such as Converse, keds/Stride Rite, Fila USA and Reebok.

In addition to extensive footwear industry experience, Taylor is a certified pedorthist with expertise in biomechanics, gaith and foot function.

“Mary’s background and experience make her the ideal candidate for this newly-created position,” said Mandy Cabot, president and CEO of Dankso. She noted that the company has experience incredible growth over the past 16 years and added, “Mary will play an integral role in realizing Dansko’s fullest potential.”

For more information on Dansko, visit www.dankso.com.

12/3/2006

Working Mother magazine named The Timberland Company as one of its 100 Best Companies for 2006. For 21 years, the list has celebrated employers whose groundbraking benefits – from flexible scheduled and child care to innovative leave policies for new parents – are helping redefine workplace standards across the nation.

“Timberland is exceptional for its continuing commitment to working mathers, and we salute them for making the 100 Best list for the third time,” said Carol Evans, CEO of Working Mother Media.

“Timberland recognizes that outstanding family-friendly programs not only improve employees’ lives but also give the company leverage in its ability to attract and retain top talent,” added the magazine’s editor-in-chief, Suzanne Riss

Acknowledging the honor, Timberland president and CEO Jeff Swartz said providing programs that help employees strike a balance between the demands of work and home life “isn’t an option, it’s a necessary commitment and an important investment.”

To learn more about Timberland, visit www.timberland.com.

12/3/2006

Bite Footwear, a leader in comfortable performance shoes and sandals, recently signed the world’s top professional disc golfer to endorse its products. Ken Climo, the winner of nine consecutive World Championships, will wear the sport’s first footwear specifically designed for disc golfers, which Bite is introducing this year to the United States market.

Bite Footwear’s disc golf line will launch with two styles: The Distance Low, which features a breathable mesh and synthetic nubuck upper, and the Distance High, which offers a high-top leather upper with a waterproof lining and ankle lace locking system for extra support. Bite also plans to offer an autographed Ken Climo shoe in 2007, along with two additional styles.

Founded in 1976, the Professional Disc Golf Association is a non-profit organization dedicated to promoting the sport of disc golf worldwide. An estimated five million Americans play the game. For more information on the PDGA, visit www.pdga.com.

Bite Footwear, located in Redmond, WA, designs comfortable, versatile shoe and sandal styles for sport and casual wear, complete with the Orthosport line which features removable footbeds and custom orthotic accommodation. For additional information, visit: www.biteshoes.com or call 800.248.3465.

12/2/2006

Wolverine World Wide has updated its U.S. website, www.wolverine.com, to feature more interactive tools and images to highlight its head-to-toe lifestyle brand. An innovative technology corner, advanced search options and online contests all contribute to Wolverine’s smoothly naviagable site. Vivid nature photography and imagery of outdoor enthusiasts in Wolverine footwear, apparel, gear and headwear allow visitors to experience the lifestyle on the internet.

“We wanted to make the Wolverine website a great resource for our consumers,” said Mike Donabauer, vice president of global marketing for Wolverine Footwear Group. “Now they wil be able to easily research Wolverine technologies, see the latest styles and find a nearby retailer.”

12/2/2006

In its continuing efforts to strengthen public relations, ECCO USA recently promoted Beth Cornell as its primary contact for all trade public relations editors. Cornell will be responsible for communicating company initiatives to the media and public.

“It’s vital for ECCO to have a direct and open line of communication with trade media outlets, said ECCO president Tom Nelson in announcing Cornell’s promotion. “Creating an in-house position to manage our trade relationships will help to spotlight accomplishments throughout the organization in both our footwear and retail divisions.”

Cornell previously worked within ECCO’s children’s division, with planning, marketing and customer service responsibilities. She earned her degree in marketing and public relations at Emerson College.

ECCO, which has 9,000 employees worldwide, was founded in 1963 by Karl Toosbuy in Denmark. ECCO USA is based in New Hampshire. For more information visit www.eccouse.com.

12/1/2006

New Balanced joined with OrthoLite to launch updated styles of its classic 767 and 755 technical running shoes. OrthoLite foam insoles will line the insides to provide enhanced quality, comfort and support during endurance running programs and rigorous athletic events.

“New Balance embraces the demand for quality, comfort and high performance footwear,” said Glenn Barrett, OrthoLite CEO and company co-founder, in announcing the venture. “OrthoLite provides an optimal in-shoe environment that delivers comfort and performance from the inside out.” His company will develop customized insoles for New Balance that combine breathability, efficient moisture transport and antimicrobial function, properties which will reinforce the benefits inherent to the 767 and 755 models and work in conjunction with New Balance’s proprietary Lightning Dry technology designed to absorb moisture and create a more breathable liner.

Kenneth Graham, senior development manager for New Balance, called OrthoLite a “leader in innovative footwear technology.” He noted that OrthoLite will remove customary hangtags and move to an information-based sticker on the outside of the New Balance models’ boxes, which will enable consumers to make the immediate connection between the two brands.

OrthoLite built its reputation as a leading supplier of open cell foam insoles to such major brands as New Balance, Timberland and Rockport. New Balance is a leading manufacturer of technologically innovative width-sized performance footwear and athletic apparel. For more information, visit www.ortholitefoam.com and www.newbalance.com.

9/5/2006

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9/5/2006

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