/ Case Study

Altios Guides Abicalçados’ Entry into the Competitive French Footwear Market

Summary
As a representative of 350 Brazilian footwear brands, Abicalçados plays a significant role in the country’s exports. France, the second-largest importer of leather footwear, is a critical market. To enter the French marketplace, Abicalçados partnered with Altios, specifically aiming to understand the dynamics of the market along with the optimal point of entry.
Background
As the second-largest importer of Brazilian-made leather footwear, entry into the French market will be instrumental for Abicalçados as well as the brands the association represents. With a staff of only 30 full-time employees, Abicalçados knew it needed a trusted partner if it wanted to penetrate and succeed in the French footwear market. “The French market is notoriously hard to enter with new brands,” said Paola Pontin, Trade Promotional Analyst at Abicalçados. “Plus, being in Brazil, we had the added factors of distance, exchange rate, and more.” The importance of the French market for Abicalçados meant it was essential to find the best way to expand its exports into the country. “In 2017, France was our new market,” continued Pontin. “We wanted to work with a local partner who knew the market and could guide us.”
Business Challenge
As the second-largest importer of Brazilian-made leather footwear, entry into the French market will be instrumental for Abicalçados as well as the brands the association represents. With a staff of only 30 full-time employees, Abicalçados knew it needed a trusted partner if it wanted to penetrate and succeed in the French footwear market. “The French market is notoriously hard to enter with new brands,” said Paola Pontin, Trade Promotional Analyst at Abicalçados. “Plus, being in Brazil, we had the added factors of distance, exchange rate, and more.” The importance of the French market for Abicalçados meant it was essential to find the best way to expand its exports into the country.
Solution

Altios’ reputation, proximity, and local knowledge of the French marketplace made them the perfect choice for Abicalçados. “We hired the Paris branch of Altios to conduct market research and to provide an overview of the French footwear market,” said Pontin.

 

Altios looked at market entry and growth for Brazilan footwear imports into France. Analysis of growth opportunities and market research provided the information needed by Abicalçados to serve best the 350-member footwear brands the organisation represents.

“We had a meeting with Altios to discuss our needs and what they could bring to the table. Their French team interviewed consumers, key players, and decision-makers,” said Pontin.

In France, brands require an agent. From the study, we understood this to be our key factor to succeed in the competitive French footwear market.
Paola Pontin
Trade Promotional Analyst, Abicalçados
Results
Altios’ knowledge of the country and local culture was instrumental to Abicalçados’ ability to understand the dynamics of the market and optimal point of entry. “Altios’ strength is its teams in the major markets,” said Pontin. “Didier Koch from Altios’ São Paulo office came to our office to present the study. The conclusions of Altios’ in-depth study not only helped us better understand the French footwear marketplace but will help us in the years to come.” “Our success is made possible by our local partnerships, and Altios is a key partner for our work and future growth in France,” said Pontin.
Abicalçados
The Brazilian Footwear Industries Association (Abicalçados) represents the country’s footwear industry. Established in 1983, the organisation is instrumental to the growth of footwear exports and represents 350 footwear brands in Brazil. In 2017, Abicalçados projects represented $195 million, of which 85 per cent are in exports.
Challenge
France is a key market for Brazil’s footwear exports. For Abicalçados, the entry in the French market was instrumental. For new brands, France is notoriously hard. To succeed, Abicalçados knew it needed a local partner with expertise in market entry and growth.
Solution

Altios looked at market entry and growth for Brazilian footwear imports into France. Analysis of growth opportunities and market research provided the information needed by Abicalçados to serve the 350-member footwear brands the organisation represents.

Made-In-India Phase 1 manufacturing site operational in 2021.

Result
Altios looked at market entry and growth for Brazilian footwear imports into France. Analysis of growth opportunities and market research provided the information needed by Abicalçados to serve the 350-member footwear brands the organisation represents.

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