Made in Portugal positively evaluated
The lack of representation of the Portuguese footwear in international markets definitely seems to be in the past.
The lack of representation of the Portuguese footwear in international markets definitely seems to be in the past. Dozens of buyers evaluated, on a blind test, the quality of footwear from different countries. In the end, the evaluation of the “Made in Portugal” footwear was 28%.
The international representation of the Portuguese footwear was, once again, a study object at the international footwear fair MICAM, which took place in Milan, this February. A team from Católica Porto Business School went to Milan, to evaluate the contribution of APICCAPS’ communication in the success of the Portuguese footwear representation, the influence of the origin country in the value that foreign clients give to the Portuguese footwear and also to identify the drivers for continuous improvement within the sector.
To evaluate the perception of the Portuguese footwear value, a blind test was made to 80 randomly selected professionals of the sector, from 26 nationalities. Therefore, the sample was very diverse, composed with retailers, wholesale, footwear manufacturers and also independent agents, designers, fashion students and, occasionally, final clients.
In this test, the participants were asked to value different footwear models, without knowing their production origin. When revealed, and considering the male and female footwear models used on the test, with the information that the origin country was Portugal, the value the professionals were willing to pay increased in 28%, comparing to the value they’d give without knowing the production origin.
From APICCAPS’ point of view, this is the result of decades of investment in external promotion, not only from the companies themselves but also from an institutional investment in the improvement of the sector’s collective image. In 2009, APICCAPS launched an image campaign with the goal of improving the collective image of the Portuguese footwear and its companies. 10 years later, the sector’s exports increased approximately 50% (from 1200 million euros to over 1900 million years last year) and over 11 thousand new jobs were creating within the cluster.
According to the Portuguese President, “the bold campaigns have showed to the world what we do best, with quality, innovation and differentiation. Who buys Portuguese shoes understands the energy of the new Portuguese entrepreneurs, who this campaigns helped to be known”. By its turn, the Prime Minister stated this is an industry “that knew how to reinvent itself by bringing together design and production innovation, as well as quality and external promotion”.