The Shoes Must Go On

As 2012 is expected to be a particularly demanding year for the overwhelming majority of economic players at the international level, the Portuguese footwear industry is set to shake up the international markets once more with a large-scale promotional assault. The external trade promotion is the major priority for the industry, which exports roughly 95% of its production to over 130 countries.

Therefore, in 2012 more than 140 companies will participate in more than 60 professional fairs all over the world. Supported by the Compete Program, the industry will invest 11 million euros to reinforce the commitment in the internationalization process through a major offensive that will translate into dozens of image related actions and the presence in major international specialty forums.

There are basically four major goals set for this promotional offensive. To consolidate the position of Portuguese footwear in foreign markets, to diversify exports destinations, to approach new markets and to allow new companies to initiate the internationalization process, such are the goals of the industry, which comprises more than 1,300 companies accounting for more than 32,000 jobs and stands as the most internationalized in the Portuguese economy.

The Portuguese industry will invest in reinforcing its presence in world-scope fairs and exhibitions, such as MICAM and Riva del Garda (both in Italy) and GDS (in Germany), in fairs with strong regional impact (Modacalzado in Spain, Ciff and CPG Vision, both in Scandinavia) and niche events (Bread & Butter in Germany, Who’s Next, Mess Around, Midec, Premiere Classe, Italmoda and Fashion Week in France - each of them aimed at different targets and market segments - The Brandery in Spain, Pure, Moda Footwear and London Fashion Week in the UK).

A special note to the huge bet on emerging markets with high growth potential for Portuguese companies, such as Brazil, China, UAE, Japan and Russia.