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Shoe industry launches its «sexiest» campaign ever

News - 06 Dec 2010

News Shoe industry launches its «sexiest» campaign ever
Daring. Irreverent. Provocative. The Portuguese shoe industry’s advertising campaign for 2011, called “The Sexiest Industry in Europe”, promises to break taboos and stir people’s feelings. The initiative aims to stimulate demand, making the Portuguese shoe industry rise above its competition, opening new windows of opportunity while also placing Portuguese companies on the international media agenda.

Overseas commercial promotion is the top priority for the Portuguese shoe industry, which sends more than 90% of its production overseas, which is equivalent to 1,300 million Euros per year. For this reason, APICCAPS (Portuguese Footwear Components and Leather Goods Manufacturer s Association) in partnership with AICEP (Business Development Agency) and with the support of the Compete Programme, is finalising the more extensive and daring promotion campaign ever, in a total investment of 10 million Euros. On the one hand, more than 140 companies will take part in over 70 specialist forums in 16 different markets, in a genuine journey around the world in under 365 days. On the other hand, an integrated advertising campaign is being developed that promises to shake up the market.

This promotional offensive has essentially four main objectives. To consolidate the Portuguese shoe industry’s relative position in overseas markets, to diversify export destinations, to approach new markets and make it possible for new companies to start the process of internationalization. These are the targets for the sector that comprises more than 1,300 companies, responsible for over 34 thousand jobs and which ranks as the most internationalised in the Portuguese economy.

So, besides boosting its presence in the main international trade events, it aims to reinforce its presence in other initiatives which will make it possible to approach high potential niche segments. In this regard, the Portuguese shoe industry will attend trade forums from Las Vegas to Tokyo and from Moscow to Shanghai.

In 2011, the Portuguese shoe industry will invest for the first time in Australia, in India and in Turkey, markets where very interesting future growth is expected.
At the same time as this overseas commercial promotion project, it is planned to hold an image campaign of Portuguese footwear in overseas markets.

Continuing on from the campaign started in June 2009, with the presentation of Portuguese footwear’s new image, customers from all over the world will be surprised with original communication presentations on Portuguese industry today. The integrated campaign will specifically involve a major presence in the trade press, the production of editorials in highly prestigious fashion magazines, the distribution of mailings to 10,000 potential clients in the sector and increasing the sector’s presence in cyberspace. For the first time, the institutional image campaign will be complemented by a greater media presence of Portuguese brands and products in the main international trade magazines.

The Portuguese shoe industry currently reaches 132 different countries in five continents. In the last five years, accumulated growth of exports has risen by 6.1%, or rather, three times more than the general Portuguese economy.