The female labor force participation rate rose from 34.8% in 1990 to 52.2% in 2023 in Brazil. This increased participation, combined with companies’ concern for this demographic, led them to introduce PPE (Personal Protective Equipment) and specialized clothing designed specifically for women.
A JGB, helping to highlight the breast cancer prevention campaign, painted its booth pink. The company offers gloves and apparel with designs tailored to women, providing more comfort and increasing the protection and self-esteem of those who wear them. In addition, it also offers apparel for pregnant women and items that cater to people with disabilities.
“Previously, there wasn’t this market concern of meeting and adapting to what the user needs. We have been part of this process for over five years, offering adequate protection for everyone, since a garment with excess fabric can be harmful. There are already technical standards that separate male and female PPE, and there is a trend for them to be separated right from the approval stage,” said José Geraldo Brasil, CEO of JGB.
A Pantaneiro Raincoats it also features rain sets, cold-weather jackets, waterproof boots, and windbreakers for women. “The fit is more tailored. They are the ones who consume the most, they are in the spotlight, so it's a market trend,” states Rafaela Guerra, the company's commercial director.
Footwear also received special attention, A Bracol launched the “Ella” line, an innovative project featuring specific shoe lasts designed considering the anatomical differences of the female foot to ensure comfort, safety, and style. The highlights of the line include the sole resistant to fuel oil, slipping on ceramic and metal floors, as well as impact absorption in the heel area.
“It is an obligation of ours, especially given their market share. The female foot requires a differentiated shape, respecting the differences it has, in both height and width, from the male foot. We took great care with the last, which is the soul of the footwear, offering a lighter product,” states Fernando Oliveira, marketing manager.
Finally, the Comfort it also features leather footwear with soles designed for women: a narrower heel and a wider metatarsus. “It is designed for the female anatomy. Our women's line provides visibility, comfort, and boosts self-esteem. Heels are still associated with risks, but we show that it is possible to wear them safely,” says Rochele Veit, controlling and marketing manager.
Service:
FISP – 24th International Safety and Protection Fair | Fire Show – 15th International Fire Fair
October 22 to 24
Hours: 1:00 PM to 9:00 PM
Location: São Paulo Expo
Address: Rodovia dos Imigrantes, 1.5 km – Vila Água Funda, São Paulo – SP
Photos in this link
More information Fisp | Fire Show
About Fiera Milano Brasil
Fiera Milano Brasil it is Brazilian subsidiary of Fiera Milano, one of the world's largest trade fair and congress players, which each year attracts approximately 30,000 exhibitors and more than five million visitors. In Brazil, there are nine fairs that represent the most diverse segments of the economy, such as security, clean and renewable energies, pipes and fittings, cables, occupational health, rehabilitation technologies, inclusion and accessibility, among others. Among the main brands in the portfolio are Exposec, FISP, Fire Show, Ecoenergy Congress, Tubotech, wire Brasil, Fruit Attraction São Paulo, in partnership with IFEMA Madrid, Reatech + Expo Brasil Paralímpico, in partnership with the Brazilian Paralympic Committee (CPB), Esquadria Show, in partnership with NürnbergMesse Brasil, TranspoQuip, and ExpoParking in partnership with BMComm. More information: www.fieramilanobrasil.com.br
Press Information:
2PRÓ Comunicação – Fiera Milano Brasil
Myrian Vallone | Teresa Silva
e-mail: fieramilano@2pro.com.br
(11) 3030-9463 | 9404 | (11) 99228-7836
