In 2024, the international advertising campaign for Portuguese footwear reached around 28 million people worldwide.
APICCAPS has identified 20 priority markets, mainly the main European countries, but Canada, Korea, the United States and Japan are also on the sector’s strategic horizon. According to the association, “the promotion of foreign trade is a priority for the footwear industry, which exports 90% of its production to 170 countries on all continents”.
Last year, in addition to a strong presence at major trade fairs, the footwear sector developed various promotional initiatives under the BioShoes4all project, supported by the PRR, in order to reposition the sector on the international competitive stage. By hiring specialised agencies abroad, creating a knowledge roadmap in schools, collaborating with international personalities, being present at the main fashion weeks or implementing a strong digital marketing campaign, the campaign reached almost 28 million professionals around the world.
For example, almost 20 million people interacted with Portuguese Shoes publications on social networks, one million internet users visited APICCAPS websites and the videos on the Portuguese Shoes YouTube channel were viewed 8 million times. APICCAPS brochures (mailings for professionals, Portuguese Soul magazine and press kits) reached 40,000 professionals from 130 countries. At the same time, the sector participated in more than 40 promotional initiatives.
“This is an ongoing process, but it has allowed us to change the image of Portuguese footwear in the world”, says Paulo Gonçalves.
For APICCAPS, “it is important to show that it is possible to produce quality footwear in Europe, with avant-garde design and fair prices”, stresses Paulo Gonçalves, the Portuguese footwear association’s communications director. In the last 15 years, exports have increased by 52.2% to 1800 million euros per year and Portugal has become the second-largest European footwear producer (surpassing Spain), exporting to 174 countries. The country has also achieved one of the highest average export prices in the world.
“This is a continuous effort that, although based on the past, is renewed every year, and it is necessary to continue the dynamic of promoting Portuguese footwear abroad”, he concludes.
“ONE OF US”
In 2024, the Portuguese Shoes campaign wanted to highlight the uniqueness of each person and bring everyone together in a common love: national shoes. “I don’t know how many souls I have. I change every moment. I always find myself strange. I’ve never seen or found myself”. Fernando Pessoa’s words express a deeper thought about being and were the campaign’s foundat.