This data was released by the Industrial Property Support Office (GAPI) of the Footwear Technology Center as part of the Portuguese participation in the 92nd edition of the MICAM footwear exhibition, and reflects the “priority in investing in private brands” defined in the strategic sectoral plan FOOTure 2020, according to the Portuguese association for manufacturers of footwear, components, leather goods and their substitutes (APICCAPS),
“This year alone – APICCAPS highlights – three million euros will be invested by the sector in betting on its own brands.”
As he read in FOOture 2020, “While the image gained by Portuguese boots has gained, the reality of the ‘group’ in this matter is still very diverse.”
In this sense, he asserts, “it is important to mobilize the skills that have been used to build the collective image for the benefit of the companies,” and must “help in developing personal image campaigns and communication plans, in hiring communications agencies, participating in “galleries” abroad, etc.
By calling for the monitoring of Portuguese shoe companies with the aim of “improving their internal image, which is crucial in the relationship with the buyers who visit them”, the plan states that “in some cases, the creation of private brands will be the culmination of these actions”.
According to APICCAPS, since last year “more than 100 companies in the footwear sector have already resorted to support in terms of ‘valuation of supply’, a project promoted by the association, with the support of the Compete 2020 programme.
“APICCAPS has developed, over the past few years, extensive activity in support of the internationalization of Portuguese shoe companies, in particular with regard to participation in international fairs and exhibitions, and most recently, the image promotion campaign “Portuguese Shoes”, the association.
Since the beginning of 2015, companies, through APICCAPS, have benefited from support for the promotion of their own brands, and more recently also from the implementation of digital “marketing” campaigns, within the scope of the ongoing communication campaign.
With the support of Compete 2020, this support is provided in different areas, from making strategic diagnostics of companies or communication plans, to investing in advertising, and hiring communication consultants in different markets (Germany, Spain, France, Netherlands, UK), Italy and the United States American) or catalog production (including design, graphic version and catalog publishing of groups of companies in the sector, which can be used by them in communicating with their clients, in particular as support for participation in international exhibitions).
As the association explains, this support “extends to the design and registration of trademarks and patents, as well as the production and creation of photographic and multimedia content deemed necessary to enhance closeness, both with a professional audience and with end consumers.”
In this category, photographers, “fashion designers”, hairdressers, makeup artists, professional models and video teams, among others, “are able to create multimedia content that has a high impact and is capable of use in the various communication media used by the brand”.
In the digital world, in addition to supporting the implementation of digital “marketing” campaigns, there are eligible investments in connection with the creation of “websites” or “online” stores.
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