So what’s the brand’s secret? What advice would Paulo, or Paulinho as his staff like to call him, give to his struggling rivals elsewhere in Brazil?
Well, for starters: stop complaining and waiting for government handouts. Become more innovative.
“Just look at what happened to the Italian shoe industry. In the 1970s, Brazil almost finished off the Italian industry because we were exporting so many shoes to the US and at such cheap prices. We basically played the role that China is playing today. About 80 per cent of shoes in America are now made in China. So what did the Italians do back then? They realised that they wouldn’t be able to compete on price so they repositioned the brand ‘made in Italy’ to the point that now any shoe made in Italy has a premium of $50-100. The Brazilian shoe industry, as well as the country’s accessories and clothes industries, should follow this same path. They need to start to selling values, not just physical products.”
So what’s the brand’s secret? What advice would Paulo, or Paulinho as his staff like to call him, give to his struggling rivals elsewhere in Brazil?Well, for starters: stop complaining and waiting for government handouts. Become more innovative.“Just look at what happened to the Italian shoe industry. In the 1970s, Brazil almost finished off the Italian industry because we were exporting so many shoes to the US and at such cheap prices. We basically played the role that China is playing today. About 80 per cent of shoes in America are now made in China. So what did the Italians do back then? They realised that they wouldn’t be able to compete on price so they repositioned the brand ‘made in Italy’ to the point that now any shoe made in Italy has a premium of $50-100. The Brazilian shoe industry, as well as the country’s accessories and clothes industries, should follow this same path. They need to start to selling values, not just physical products.”
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