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Footwear creates 250 new brands

News - 08 Jun 2011

News Footwear creates 250 new brands
Promotion abroad is the first priority for Portuguese footwear companies exporting most of their production. 
Therefore, 247 new footwear brands, 111 of which of Community origin, have been created and registered since 2002 at Footwear Technology Center of Portugal s GAPI (Industrial  Property Support Office).

On a different level, Portuguese companies are increasingly investing in product innovation and differentiation. In terms of results, 24 new patents and 1,660 products have been registered in the last eight years.

This year, several new brands made their debut at professional trade fairs. After fifty years of existence operating as a private label, Felgueiras based Fábrica de Calçado Dura, currently employing 115 workers and exporting over 80% of its production, launched Exceed footwear brand. “Our objective is to enhance the know-how accumulated over several decades”, said Agostinho Marques. 

In this initial stage, Exceed will exclusively favor the British and French markets, trying to reach “contemporary men”. For this, the brand has an international development team with Portuguese, English and  Italian designers, the company s manager said.

As for Ferre, it s a luxury footwear brand owned by company Ferreira & Avelar, established in 1947, but which has never been a strong commercial option for strategic reasons. The objective is now to exploit the know-how accumulated over six decades of existence in the company, through a luxury positioning with footwear targeted at an age group between 40 and 70 years, pointed out Ruben Avelar. According to the company s manager, Ferre will focus on approaching classic men with sensibility and a taste for luxury and life, estimating a price of 200 to 500 euros a pair, according to the materials used. The initial choice of markets includes Europe, especially France and Germany, while also marketing to countries like China, Japan, USA, Brazil and the Arab countries. 

Sun flower is Mystic Sea s new insignia, which was presented last March to industry professionals at Milan s MICAM and Dusseldorf s GDS. According to Luís Silva, this is “a youthful spirited brand with an international vocation, targeted exclusively at the retail sector in a medium to high segment”. Sun Flower will be strongly exportation oriented, but for the company s manager “the domestic market will also represent a strong investment”. Sun Flower is aimed at an elegant audience and focuses on unconventional design. “We want to be a  kind  of counter-fashion, which focuses on innovation and great  mix of  materials in order to surprise the markets, noted Luis  Silva. Sun Flower will also invest in developing other fashion accessories like hats or scarves.