The shoe wants to export 150 million to the United States in five years

The US market is the "strategic priority" for the footwear industry in the next decade. The goal is to double exports to the country, with or without a free trade agreement between the European Union and the United States. "Of course, we would have more benefits if the agreement had been fulfilled, but we do not allow ourselves to be conditioned by the issues of the business forum."

Between 2010 and 2016, Domestic footwear exports to the United States increased by 537% from 12 million to 76.6 million euros. The highest value ever achieved, corresponding to 2.2 million exported pairs. But in 2017, the market fell by 5.9% and this year, between January and May, the fall is 17.4%. Figures that do not discourage the industry. "The fall is, unfortunately, extended to the Portuguese economy in general, but the fact that in a few years we multiply our sales by six in the country shows that the potential of the market exists.The last year and a half, by the fluctuations, has been detrimental and, precisely for this reason, we are making a large investment in the market precisely so as not to depend on these fluctuations, "says Luís Onofre.

The industry is showcased at the New York Market, MRKT and Project, respectively, fashion shows for men and women, which will take place from July 22 to 24 at the Jacob Javits Center. There are 18 companies, responsible for 21 brands, which will be in the collective space 'Portugal & # 39; seeking, in 100 square meters, "to show the excellence of the national supply". Carlos Santos, Felmini, Lemon Jelly, Tatuaggi and Fly London are some of the brands represented, with Fly having his own store in New York since 2014.

Simultaneously, on July 23, shoes are associated with clothing and goldsmiths to promote Portuguese fashion in a New York hotel. There are 30 brands represented, in an enriched initiative of Portuguese gastronomy and music, by the Best Youth.

It's an investment that's been preparing for months. In addition to three trips to the market and the organization in March of a conference in Porto with specialists, called "Road to America", the APICCAPS brought to Portugal 11 US importers in May for visit some of the leading companies. It is now the turn of national entrepreneurs to visit reference stores and meet chain stores and distributors.

Promotional actions do not stop in New York. They will be extended to Las Vegas, where, in August, 19 Portuguese companies will make their products known on Platfform, but also later in cities such as Boston, Chicago and San Francisco, among others. The New York event appears precisely in preparation for the presence of Las Vegas. "We understand that before we make our debut with such a strong Las Vegas delegation – we went from three companies in February to 19 in August – we should be doing a comprehensive presentation on the market.We will be with two partners who tell us a lot, clothes and jewelry, and we are convinced that together we will have more opportunities to succeed in the market, "said Luís Onofre, adding:" It was imperative that we develop all action major in Greater New York that would complement the planned investment for Las Vegas. In these two cities are held the major professional competitions of footwear and fashion in the USA. These are very different cities, but with great potential for Portuguese shoes. "

With an investment that does not reach a million euros, throughout the year 2018, this promotional action aims to help change the perspective about Portugal." that Portugal already exports more than 70 million euros of shoes to the United States, most consumers still have the image of an exclusively producing country and not of an industry that allies tradition and intangible factors of competitiveness, especially quality and design, and that it has a very good response capacity, fruit of a large investment in R & D, "underlines Onofre.

This tripartite presentation of Portuguese fashion is not new. In this case, in New York, the main promoter is the shoe, but last year, during Paris Fashion Week, there was a showcase with Portuguese designers led by ANIVEC, the association of He also said that

Manuel Teixeira, president of the Center for Textile Intelligence, points out that these partnerships serve to "cross the interests and benefit from the growth of all". The United States last year valued at 97 million euros Portuguese clothing and this year show a growth of 6%. "It's a strategic market and it's just no longer because it froze the negotiations of a free trade agreement with the European Union," he said. he. But the potential holds. "This is a market that is gaining importance in our exports and we are raising the awareness of companies that they see it more attention because the potential is enormous," says Manuel Teixeira, who remembers that "Portugal is also becoming fashionable in the United States". . Daily Day, Frenken, Enemy, Qvisto, Vandoma and WestMister are the six apparel brands associated with the APICCAPS initiative. From the goldsmith's side are three: Galeiras, Monseo and Eleuterio