As Focus Country of APLF MM&T 2014, the South American country presented many successful initiatives coordinated by CICB

2014 represents a new milestone for Brazilian leather, with the 30th edition of APLF MM&T, in Hong Kong. This year, Brazil was the Focus Country at the world’s most prestigious event within the leather industry, therefore becoming the focal point for specialized media, visitors and sector authorities. The Brazilian participation at APLF MM&T, which came to an end this past Wednesday (April 2nd), as well as all the actions that were part of the Brasil Focus Country initiative, had the coordination of the Centre for the Brazilian Tanning Industry (CICB) and support from the Brazilian Leather project, an initiative of CICB and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) for the promotion of leather exports. Through the Brasil Focus Country initiative, a series of communication, marketing and networking actions were planned in order to bring potential buyers even closer to Brazilian tanneries. According to José Fernando Bello, executive president of CICB, Brasil Focus Country at APLF MM&T 2014 marks the stage of excellence and recognition Brazilian leather has reached in the last few years.

All these actions made it possible for the world to have a more efficient and in depth contact with the innovation, quality, aesthetic and sustainable characteristics of Brazilian products.

– says Bello.

In his opinion, the series of lectures with leather specialists was one of the great actions from Brasil Focus Country, as it managed to bring important clients and international personalities from the sector closer to the Brazilian industry. Lucas Zoldan, a Senai-RS representative, was among the speakers. He spoke about the performance analysis of the leather produced in Brazil as to the presence of restricted substances, and had a very positive response from the audience.

We were at APLF MM&T. Even the people that couldn’t attend the lecture visited us at our stand to get information about the subject.

– said Lucas, who holds a post-graduate degree in environmental management. Fashion and creative economy manager at Apex-Brasil, Rafael Prado took part of all three days of activities at APLF MM&T. According to him, the Design na Pele exhibition, which was presented for the first time outside of Brazil, was one of the highlights of the event.

This project changes the mindset towards Brazilian leather. We’re not just raw material suppliers anymore, but actually creators

– said Rafael. The release of the Brasil Beyond concept also drew people’s attention at APLF MM&T, especially due to experiences like live graffiti on leather articles, which took place in the Brasil Beyond exclusive stand. Gustavo de Souza, manager at Soubach Beneficiamento em Peles, says the space was one of the highly positive points of the exhibition.

It is a very good marketing investment.

 

LEATHER MARKET

With worldwide demand for leather up in the sky, APLF MM&T confirmed positive forecasts for the next few months.

It was a good exhibition, it showed us that the market is active. We’ll have good returns in the next six months.

– said José Manuel Marques, from Indústria de Peles Minuano, during the last day of the event, in Hong Kong. Perrine Ardouin, director of APLF MM&T, emphasized the sector’s optimism during the three days of the exhibition, as well as the wonderful work presented by Brazilian tanneries. Her opinion is shared by Michael Duck, also a director at APLF MM&T.

I was highly impressed with the professionalism and vitality of the materials, colours and Brazilian design presented in Hong Kong. After what I’ve seen here, I’m sure Brazil will grow even stronger.

– said Michael, who referred to Brazil as one of the world’s major players within the leather sector at every single official activity of the event.

He also celebrated the country’s participation as Focus Country. The Brasil Focus Country initiative at APLF MM&T also had the Buyer and Image projects with guests from Vietnam, the release of the new Brazilian Leather project communication campaign, amongst other activities. More than 20 thousand people attended the event, which had the participation of 35 Brazilian tanneries.

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