The investment in own brands is a priority defined by FOOTure 2020, the Strategic Plan of the Portuguese Footwear Industry: “Although the Portuguese footwear has gained reputation, the reality of the companies cluster is still very diverse. What needs to be done is to mobilize the skills that have been used to build the collective image of the industry in favor of its companies, which should be assisted in the development of image campaigns and customized communication plans, in the hiring of communication agencies, in the participation in showrooms abroad, etc. They also should be assisted in the improvement of its internal image, which is essential to the relationship with the buyers that visit them. In some cases, the creation of own brands will be the culmination of all these actions”, the strategic plan points out.

Increasing support
Since last year, over 60 footwear companies have already participated in the Marketing and Communication Improvement project promoted by APICCAPS with the support of the Program COMPETE 2020.

Throughout the years, APICCAPS has been developing intense activity to support the internationalization of the Portuguese footwear companies, specially regarding their participation in international fairs and exhibitions and in recent years with the image promotion campaign Portuguese Shoes. Since the beginning of 2015, the companies benefited, through APICCAPS, from support to the promotion of own brands and, more recently, to implement digital marketing campaigns. These supports are within the ongoing communication campaign and have the support of the Program COMPETE 2020.

There are predicted supports to several areas, from companies’ strategic diagnosis to communication plans, investment in marketing and hiring communication consultancy in several markets (Germany, Spain, France, Netherlands, UK, Italy, USA) or production of catalogs (including the conception, graphical editing and release of the sector companies’ collections catalog, which can be used by the companies as communication with their clients and as a support to the participation in international fairs). Naturally, actions are extended to trademarks and patents conception and registration, as well as the production and creation of photographic and media contents, which are essential to the proximity promotion to the professional public and final consumers.

This year only a total investment of two million euros in own brands is forecasted.