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THE PORTUGUESE FOOTWEAR INDUSTRYWhere there is a will, there is a way
Alberto Castro
The recent history told as if it were a script for a musical
“I (We) WILL survive”
The Way
A Strategy
A Plan of Action
“You’ll never walk alone”
• One size doesn’t fit all
• A role for every company IF
AN ATTITUDE: It takes two to tango
It takes two to tango
• Building trust
• Deliver
• Value for money
“The Ballroom”Sectorial Network
Technological
infrastructuresIndustrial
Confederation
Public
InstitutionsUniversities
Companies
CTCP -Technological
Centre
CFPIC -Training Centre
Components
Leather GoodsFootwear
APICCAPS
International
Partners
A(n evolving) plan
“We shall overcome”
“Safety in numbers”
5,5%
7,7%
12,2%
7,8%
9,0%
14,8%
0% 5% 10% 15% 20%
Espanha
Itália
Portugal
Espanha
Itália
Portugal2
00
7-2
01
42
00
0-2
00
6
InvestimentInvestiment / GVA Average for the period
Similar to capital intensive industries
Fonte: Eurostat
Tipologia de ProjetosN.º
ProjetosInvestimento
IncentivoDistribuição
CalçadoDistribuição Total PRIME
Empresariais 1) 80 31.0 13.2 23% 56%
I&DI 2) 17 14.4 8.4 15% 11%
Internacionalização (PIP)
8 36.6 27.3 49% 5%
Outros da envolvente
15 10.3 6.4 12% 28%
TOTAL 120 92.3 55.3 100% 100%
2000-2007
Million euros
Investiments e incentives PRIME Footwear
Source: APICCAPS, Relatório Execução PRIME
1) SIME, SIPIE, SIME Internacional, SIED, Proj. Aut. Formação Profissional
2) Proj. Mobilizadores, IDEIA, NITEC,DEMTEC, Inov-Jovem On average 8.8 cents
per pair exported.
Fonte: APICCAPS, World Footwear Yearbook 2017, worldfootwear.com
Average Export Prices EUROS
9,70 14,80 16,03 17,69 18,89 24,785 €
10 €
15 €
20 €
25 €
1988 1995 2000 2005 2010 2017
Euro
s/p
ar
+155%
1 297
1 5421 608
1 736
1 845 1 8651 923
1 965
2010 2011 2012 2013 2014 2015 2016 2017
Evolution of Portuguese Footwear Exports2010-2017Million Euros
+52%
Portugal
Exportação e Emprego Calçado - Portugal
0
15
30
45
60
75
90
105
120
135
150
0
200
400
600
800
1 000
1 200
1 400
1 600
1 800
2 000
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015
Milh
are
s d
e E
mp
rega
do
s M
ilhõ
es
de
Par
es
Milh
õe
s d
e E
uro
s
Emprego
Exportações (valor)
Exportações (quantidade)
China na OMC
Fonte: INE, APICCAPS
1960EFTA
1972Acordo de Comércio Livre: Portugal-CEE
1986Adesão à CEE
1989Queda do Muro de Berlim
1995Inicio do FACAP –Fábrica de Calçado do Futuro
1999Criação do Euro
2008Início da crise financeira internacional
1994Uruguay Round OMC
2017
1 342TRADE
BALANCE(M. EUROS)
600FAIRS
PARTICIPATIONS
150MARKETS
WORLDWIDE
40 080WORKERS
TECNOLOGICAL
LEADERSHIP
2ºWORLD
AVERAGE
EXPORT
PRICE
1 526COMPANIES
95%EXPORT
ORIENTED
83M. PAIRS
EXPORTED
+350NEW BRANDS
2009-2017
“Where do we go from here?”
Strategic Plan 2020
Conhecimento e inovação
Sofisticação e criatividade
Sustentabilidade e responsabilidade
Competitividade ebase nacional
INIC
IATI
VA
S ES
TRA
TÉG
ICA
S
REINFORCE THE CLUSTER
FOO
TUR
E 2
02
0
VISION 2020
INTERNATIONALISATION AND COMMUNICATION
TRAINING AND REJUVENATING
INNOVATION
“These boots are made for walking”
Quota2016
1 França 21,7%
2 Alemanha 17,8%
3 Holanda 14,1%
4 Espanha 9,9%
5 Reino Unido 6,9%
6 Dinamarca 4,9%
7 EUA 4,0%
8 Itália 2,8%
9 Bélgica 2,6%
10 Suécia 2,1%
Main markets
América5,1%
Ásia2,8%
Oceânia0,8%
África1,8%
Europa89,5%
89,5%
5,1% 2,8% 1,8% 0,8%
Europa América Ásia África Oceânia
Fonte: INE, APICCAPS
International FairsMain Events 2018
JanuaryPitti Uomo Italy FlorenceWhite Milano Italy MilanExpo Riva Schuh Italy GardaPremium Germany BerlinPanorama Germany BerlinIF&LS Colombia BogotáWSN France ParisModefabriek Netherlands AmsterdamMRket NY USA New York
FebruaryCIFF & CIFF Kids Denmark CopenhagenGallery Shoes Germany DusseldorfChicago Collective USA ChicagoPure London UK LondonMomad Metrópol. Spain MadridModa Footwear UK BirminghamLe Cuir France ParisMagic / Platform USA Las VegasMipel Italy MilanMicam Italy MilanLineapelle Italy BolonhaSoleCommerce USA New YorkILM Germany OfffenbachObuv’ Mir Kozhi Russia Moscow
MarchFutur Moda Spain AlicanteCrescendo France Paris
JuneExpo Riva Schuh Italy GardaPitti Uomo Italy FlorenceWhite Milano Italy MilanPremium Germany BerlinPanorama Germany BerlinFFany USA New YorkAYSAF Turkey Istanbul
JulyMRket NY USA New YorkColombiaModa Colombia MedellinModefabriek Netherlands AmsterdamIF&LS Colombia Bogotá
AugustPure London UK London
Moda Footwear UK Birmingham
CIFF Revolver Denmark Copenhagen
Chicago Collective USA Chicago
Gallery Shoes Germany Dusseldorf
Magic / Platform USA Las Vegas
SeptemberWSN France Paris
Momad Metrópol. Spain Madrid
Le Cuir France Paris
Mosshoes Russia Moscow
Crescendo France Paris
Lineapelle Italy Bolonha
Mipel Italy Milan
Micam Italy Milan
ILM Germany Offenbach
Lineapelle Italy Bolonha
Obuv’ Mir Kozhi Russia Moscow
Gallery Shoes Germany Dusseldorf
NovemberAYSAF Turkey Istanbul
AprilAYMOD Turkey IstanbulFashion World Japan TokyoLeather World UAE Dubai
OctoberFutur Moda Spain AlicanteFashion World Japan Tokyo
DecemberFFany USA New York
“If you could make it everywhere, you can make it there: New York, New York”!
Mr. Trump, be aware! The Portuguese footwear industry is coming.
TO BE CONTINUED!
The songs and the singers
I will survive – Gloria Gaynor
You’ll Never Walk Alone – Liverpool Fans and Gerry and the
Pacemakers
We shall Overcome – Pete Seeger
Safety in Numbers – Debbie Harry
Where do we go from here? – Charles Bradley
These boots are made for walking – Nancy Sinatra
New York, New York – Frank Sinatra