The brand diversified its business, previously restricted to orthopedic shoes, with franchises and exports to sell its 25,000 pairs produced per day
The footwear sector is one of the most consistent in the Brazilian economy. The country has some important hubs, such as Franca, in São Paulo, and Rio Grande do Sul. Design and communication have helped to build brand awareness and, consequently, provide added value to the business, which generated around US$ 1 billion in 2021 and is in a growth phase, according to the Brazilian Footwear Industry Association.
Usaflex, which manufactures 25,000 pairs a day, is undergoing a transformation phase, which will soon be consolidated with a rebranding process, as reported by marketing director Claudio Teixeira, who manages an annual budget of R$ 28 million, supplied by a fund that is based on the 250 franchised stores of the brand that was born in the functional/orthopedic segment, but today has a 12% share in its production and sales. Currently, the pizza is split with 60% for models in the Casual area; Icons, with 8%; Essentials, with 8%; and Style, with 5%.
There are 350 SKUs that are renewed with each collection release, five in all, but with capsules that bring 60 products to specific niches. Next August, when it presents its spring/summer collection, Usaflex will add a genderless line to its portfolio, “completely neutral”, in the words of Teixeira, which can be used by consumers of any orientation. The in-house design lab is rewriting the portfolio of Italian Extralight, specialized in EVA (Ethyl Vinyl Acetate), a flexible non-toxic rubber, which adheres to any type of footwear, into Brazilian language.
Specializing in leather products, which cover 95% of its portfolio, vinyl items strengthen this modal, which began with the first collection called Poofy. “Just as Crox is not gender specific, we are going to invest in this trend with this new line. This is in line with the purposeful actions that we are implementing with Por Todas and Instituto Polem. Adhering to what the Maria da Penha Law recommends. We sponsored the final of the Women’s Super Cup, won by Corinthians, with 3D signs and mats next to the goals”, highlights Teixeira.
Usaflex’s communication is coordinated by the agency Invent Casa Criativa. Most of it is earmarked for digital actions (60%), but also for setting up franchise POSs and 5,000 multi-brand stores (30%) and 30% media. Teixeira reports that in 2019 Usaflex was a sponsor of Big Brother Brasil. She is present on programs such as Cozinha Prática, presented by chef Rita Lobo on the closed channel GNT.
“We have to be aware of market trends well in advance. The people who participate in our creative immersions consider research from WGSN and also from the American Snoop Institute. We also look at Accenture data to help us understand scenarios,” says Teixeira. “The best date on the calendar for our sales is Mother’s Day. Then summer and Christmas,” he adds.
With traditional channels at cruising speed, the idea is to increase digital sales through e-commerce. “By 2025, the investment will be R$ 100 million for the omnichannel model to be at all ends. Our catalog, produced in-house, including photos, is another instrument. It helps us sell in (channels) and sell out (consumers)”, concludes Teixeira.
