Portuguese Shoes at La Casa del Papel
Spanish market and the Portuguese Footwear Industry
The Portuguese Footwear is flirting with the Spanish market. In the premiere of the third season of Casa de Papel, Úrsula Corbero ("Tókyo"), Bérlin and Helsinki used models “made in Portugal”. And these were just the first appearances. It seems the Portuguese footwear has invaded the Spanish television and, in the last couple of months, has reached the feet of hosts from the shows Cuatro, Cuatro Al Dia, La Sexta, Todo es Mentira and Zapeando. According to Liliana Neves, from the communication agency Line On, “there’s a great potential for the Portuguese footwear here in Spain”.
According to World Footwear Yearbook, last year, Spain imported 313 million pairs of shoes, worth 3.546 million dollars. Spain imports footwear mainly from China (53% of share in imports), Belgium (6% share) and the Netherlands (5% share). On a deeper analysis, this is one of the most important markets for the Portuguese footwear industry. In 2018, Portugal exported 17 million pairs of shoes, worth 177 million euros, to the Spanish market. This represents a 40% growth, since 2010.
“Spain is our closest market and the one that is, traditionally, the easiest to approach, both cultural and logistically”, states Liliana Neves. Overall, there are 46 million inhabitants “of a strong medium/medium-high class with a great consumer instinct and purchase power”.
Additionally, “Portugal is known in Spain for the excellent quality of interior textiles, tourism and footwear. When they get to meet our products, the Spanish are pleasingly surprised”. The “Spanish nationalism and the protectionism of national products is a history of the past. The Spanish audience consumes Italian and English products and is a bit apprehensive with brands they don’t know yet. But the efforts that APICCAPS is putting, in regard to communication and branding, is very important to open up the doors for companies to cement commercial structures and put their products in the 18 Autonomous Communities. It’s important to note that four of them, only themselves, have a superior PIB than Portugal”.
In conclusion, Liliana Neves believes that Spain can’t be faced as a “100 or 200 meters run. The market has to be approached as a half marathon, in which the work put into gaining and establishing the consumers’ trust is of essence”.