Expansion into new markets is the main strategic priority for Portuguese footwear industry. At a time when it is predicted that 2013 will be particularly hard on the vast majority of European economic operators, the Portuguese footwear industry will invest in new markets more than ever before, in search of better opportunities.
Supported by the COMPETE programme, the sector will strengthen its efforts towards internationalization, investing 12 million euros in a major promotional campaign in over 30 countries.
This promotional campaign has four primary objectives: a) to consolidate the relative position of Portuguese shoes in the foreign markets; b) to diversify the destination markets for exports; c) to enter new markets; and d) to allow that new companies begin their internationalization processes.
The sector will invest in strengthening its presence in fairs and exhibitions with global reach (such as MICAM and Expo Riva Schuh, in Italy; and GDS, in Germany); in fairs with a strong regional significance (Modacalzado, in Spain; CIFF and CPH Vision, in Scandinavia); and in niche fairs (Bread & Butter, in Germany; Who´s Next, in France; Pure London, Moda Footwear and London Fashion Week, in the United Kingdom).
It is worth noting the large investment in markets with a high growth potential, such as South Africa, Brazil, China, Columbia, United Arab Emirates, Japan and Russia.
Sexy Campaign Made in Portugal
In parallel with the Portuguese presence in the industry´s main international events, a worldwide "charm offensive" will be developed. Under the motto, "The sexiest industry in Europe," the 2013 campaign will display the excellence of Portuguese offer, and its protagonists will be Sara Sampaio and Gonçalo Teixeira, the two most internationally successful Portuguese models today.