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Portuguese Shoes Around the World

News - 23 Jan 2017

News Portuguese Shoes Around the World
2017 is going to be iconic for the sexiest industry in Europe, with a record of 200 footwear companies that will attend promotional activities throughout the five continents.

For the Portuguese footwear to go even further in 2017, APICCAPS has planned the greater promotional offensive of the sector in external markets. Throughout the year, 200 companies will attend over 60 activities, spread over 16 countries in the five continents. As from January, 70 national companies integrate 12 specialized activities, starting with Expo Riva.

The continuous growth of the Portuguese footwear over the years – 2016 represented the seventh consecutive year of Portuguese footwear sales increase in external markets – is the result of a long-term internationalization strategy. If 2016 was the year in which the investment on the Japanese market started, 2017 will be simultaneously a year of consolidation strategic (in markets such as Colombia, Chile and Peru, after two years) and preparation for the entrance in new markets (USA in 2018).

With an increasing presence on extra-community locations, every communication and image activities will have as theme the support of the campaign Iconic, starred by Victoria Guerra. As one of the most international references of the young generation of Portuguese actors, she gives life to six iconic figures that have crossed aesthetic, cultural and historical references from cinema, music and entertainment.


Since the launch of the Portuguese Shoes Campaign, the Portuguese footwear exports have already increased over 55%, ascending to 1.900 million euros. At the moment, Portugal exports 98% of its productions annually, which is the equivalent of 70 million pairs of shoes, to 152 countries throughout the five continents.