More than a place to do business, BFSHOW is expanding its role by offering strategic content that helps brands and retailers keep up with market changes and make more informed decisions. In this context, the biggest footwear trade show in Latin America is launching, ahead of its 7th edition, an unprecedented webinar series designed specifically for retailers. Six sessions will cover topics that are part of today’s retail challenges, including strategies to increase sales, new digital tools, trends for the upcoming season, and the role of influence in the relationship between brands and consumers.

TikTok Shop, Mercado Livre, Shopee, GS1, Fashion Directions, and Nós Somos Moda (NSM) will lead the webinars, designed to provide the event’s target audience with content, information, and practical tools. The sessions will take place on the trade show’s official YouTube channel on six Mondays in September and October, from 6 p.m. to 6:30 p.m.

The webinar series will kick off on September 14 with a session on “How to Grow Your Sales and Boost Your Business with Mercado Livre.” According to Rodrigo Garbini, the platform’s Seller Development Manager, who will lead the presentation, the goal is to showcase Mercado Livre’s potential and explain why manufacturers and sellers should be part of its ecosystem. “It was a great idea to hold the webinars ahead of the next edition. This allows us to warm up the audience with topics related to the event, get to know participants better, and create an opportunity to bring them closer to the in-person event,” he adds.

On September 21, it will be TikTok Shop’s turn to take the stage, addressing the role of discovery e-commerce and how the platform is redefining the way people discover and purchase products by combining entertainment, community, and the shopping journey directly within the app. According to Eric Chien, Head of Fashion at TikTok Shop Brazil, BFSHOW’s initiative to bring industry discussions to the forefront through the preparatory webinars is key to bringing the footwear industry closer to the retail sector’s leading innovations. “The footwear and fashion markets have a strong synergy with the behavior of our community, which naturally researches, recommends, and drives trends through movements such as #TikTokMeFezComprar. We want to show, in practice, how exhibitors and visitors of all sizes—from traditional manufacturers to small entrepreneurs—can use our tools to tell their stories authentically, reach new audiences, and turn visibility into ongoing sales, complementing the strength of the physical trade show with the scale of digital,” he says.

From Inventory to Store: Technology Also Takes Center Stage
GS1, a nonprofit organization responsible for standardizing product identification, will lead the September 28 session “From Inventory to Store: New Footwear Labeling and Its Impact on Sales.” The goal is to provide retailers with information connecting processes, organization, and efficiency to their day-to-day business operations.

On October 5, BFSHOW’s YouTube channel will host the webinar “Shopee in Practice: More Reach, More Customers, More Sales,” focusing on strategies to expand brands’ presence and maximize results in the digital environment.

Trends and Influence Are Also on Retail’s Radar
The virtual webinar series goes beyond sales tools and digital channels. The final two sessions will focus on trends and influencer marketing, topics that are increasingly important in purchasing decisions and in building relationships between brands and consumers.

The trend forecasting platform Fashion Directions and Nós Somos Moda, the largest communications group specializing in fashion and beauty brands in southern Brazil, will lead the final two sessions.

The first to take the stage will be Luana Savadintzky and Luana Lanzini, founders of Fashion Directions. On October 19, the duo will host the webinar “Winter 2027 Footwear: Get Your Product Mix Right!” offering a strategic perspective to help retailers prepare for the upcoming season. According to Luana Savadintzky, the initiative to hold pre-BFSHOW seminars is an important way to connect and inform the industry, creating new business opportunities and fostering valuable exchanges. “In our session, we will provide a strategic perspective, using the right tool to decode the season’s leading trend and understand how it will translate to the industry. This forward-looking content helps brands confirm the season’s key movements while also helping retailers better prepare for their buying decisions,” she explains.

Fifteen days before the event, on October 26, Nós Somos Moda will wrap up the webinar series with the session “Influence, Connection, and the Future: Why Humanizing Brands Will Be Essential in the Next Era of Influence.” The session will explore how brands can get closer to consumers, build more genuine relationships, and prepare for new market dynamics.

By anticipating trends, discussing changes in retail, and sharing tools for day-to-day business operations, BFSHOW aims to help brands and retailers make more informed decisions and prepare for market challenges.

The seventh edition of the trade show, held by the Brazilian Footwear Industry and Trade Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB), will take place November 10–12 at Distrito Anhembi in São Paulo, Brazil. More information and registration are available at bfshow.com.br.

Event Details:
7th BFSHOW
Date: November 10–12, 2026, Tuesday–Thursday
Hours: November 10 and 11, from 9 a.m. to 7 p.m. November 12, from 9 a.m. to 5 p.m.
Location: Distrito Anhembi, São Paulo, Brazil