Ramon Bourscheidt from Usaflex: consumers no longer accept trade-offs

Ramon Bourscheidt leads Usaflex’s export department, overseeing international operations spanning Latin America, North America, Europe, the Middle East and the Asia-Pacific regions. In this role, he manages the company’s external growth agenda and the commercial structures needed to support partners in multiple retail environments, where expectations around product performance, brand positioning and in-store execution may differ.

Usaflex is a Brazilian footwear company with more than 28 years in the market, focused on premium comfort footwear that blends proprietary technology with contemporary styling. “Our collections are predominantly developed in leather, to reinforce durability, flexibility and a refined finish, in line with our brand positioning”, Bourscheidt shares.

The business operates four manufacturing plants in Brazil, employing around 2,500 people. “We have a presence in more than 60 countries and operate 370 franchise stores in Brazil and 36 licensed stores internationally. In addition, we have multi-brand distribution channels, bringing the total number of points of sale to over 6,000”, the Export Manager highlights.

When asked how the company positions itself globally, Bourscheidt places Usaflex in the premium comfort segment, targeting consumers who want both style and day-to-day well-being. He also highlights that sustainability and responsible practice are becoming increasingly prominent elements of the company’s strategy: “Usaflex follows structured ESG guidelines, reinforcing our commitment to environmental responsibility, social impact and corporate governance across all operations”. 

Bourscheidt describes a significant shift in how comfort is valued, particularly among women, whom he portrays as a more discerning and informed audience. According to the Export Manager, “women today juggle multiple roles and long routines, which makes supportive footwear that reduces fatigue and offers real ergonomic benefits more important than ever”.

At the same time, he argues that design has become non-negotiable, with consumers resisting the idea of choosing between ergonomics and aesthetics. They now expect contemporary styling and versatility from their footwear, enabling it to transition seamlessly from professional settings to casual use “without compromising identity or elegance”.

“Value perception has also matured”, extending beyond price to include durability and brand credibility. Responsible production practices are presented as a growing factor in purchase decisions, with an “emotional connection with the brand playing a strong role in the decision-making process".

Bourscheidt describes an overall convergence in expectations across the export regions he oversees, even if priorities shift with local economic conditions. Comfort and functional performance remain central, but he suggests they now need to be delivered as part of a complete proposition that also includes design and easy fit.

He indicates that the factor that varies most is the balance between price sensitivity and brand perception. The Export Manager shares some insights related to this balance: “In more price-sensitive markets, affordability and payment conditions play a stronger role in decision-making. On the other hand, in mature retail environments, aesthetics, finishing quality and brand positioning tend to carry greater influence”.

Even with these differences, he identifies an underlying trend of declining tolerance for trade-offs: consumers want comfort, design and value in the same product. For Usaflex, “this reinforces the need to maintain a consistent brand identity while adapting assortment and pricing strategies to each market’s reality”.

“Looking ahead, I believe the next major shift in consumer footwear preferences will be an expectation of consistency in both product quality and the entire brand experience”. Comfort is likely to remain essential, he argues, but will increasingly be treated as a baseline rather than a differentiator.

In this context, Bourscheidt emphasises the importance of linking the product to retail execution and the overall consumer journey. This implies that brand performance will be judged not only by what is designed and manufactured, but also by how reliably it is delivered to shoppers.

“At Usaflex, we are preparing for this shift by strengthening our international retail structure”, including an Assisted Replenishment Program for licensed stores abroad. The purpose of this initiative is to reduce stock-outs, improve assortment accuracy and build a clearer picture of product performance at the point of sale.

According to the Export Manager, “this evolution allows us to move from a traditional sell-in mindset to a more integrated sell-out approach”, enabling closer follow-up and data sharing to better support partners and improve the consumer experience.

“Our export strategy is increasingly focused on building stronger retail foundations internationally, ensuring that comfort, design and brand positioning are consistently delivered across all markets”.