There is more than sun and beach in Alicante. The footwear industry remains strong despite the competition and maintains its growth looking, yes, with much suspicion at the inflation situation.
The companies of the Valencian Community consolidate their weight in the international markets with a export during 2022 of almost 1,300 million euros, almost half of the national total that exceeded 3,000 million. This was certified this Monday by the president of the Valencian Generalitat, Ximo Puig, during the second day of the Milan Footwear Fair, the main one in the sector in Europe and where Valencian companies monopolize 48 of the 100 Spanish exhibitors in the event, mainly from Elche, with 33.
In the contest, the trends for the next winter season have already been advanced. Earth and tile colors, ‘cowboy’ style shoes, platforms and “lots of boots” stand out in the collection of the hundred Spanish shoe companies present these days at the Italian event.
The president of the Federation of Footwear Industries of Spain (FICE), from Alicante Rosana Peranhas explained to Efe that these trends can be seen in Spanish shop windows and the rest of the world from the end of August and the beginning of September 2023, and has highlighted that they are being widely accepted by international customers.
According to Perán, the first two days of the Milan Fair are to be “very happy” since “expectations were positive and are being exceeded” by customers from practically all European countries, as well as the United States, the Middle East and Asia, mainly Japan, China and South Korea, “which are doing well.”
The only exception is Germany, “which is a bit the one that is worrying us the most” because the economic situation is affecting there and it is reflected in the fact that “the capture of orders is not going at the expected rate or expectations”.
Apart from German customers, the rest of the markets are performing well and sales are improving compared to previous years, which makes us very optimistic about the future.
This is so because, in the words of the president of the Spanish footwear employers’ association, 2022 closed with a record figure of 3,000 million euros in exports which, if the forecasts are met, could be exceeded throughout this year.
Another of the countries that is working best at the Milan Fair is Italy, “the second export market”, followed by the United States.
price and quality
The key to the success of the Spanish shoe is that it has achieved a “quite competitive” quality-price ratio because it has “learned to manage our value more” with an effort in digitalization and in the renewal of processes that has led to an “ideal” positioning ” in the markets.
For his part, he FICE Marketing Director, Imanol Martínezexplained that expectations “are being exceeded” because the traditional markets work well and, furthermore, “very interesting” countries are recovering, Asians, the Middle East and others such as South Africa where much ground had been lost due to the covid-19 health pandemic.
“We hope to strengthen these (distant) markets here to consolidate our position and continue to grow,” Martínez pointed out.
The good expectations and the increase in exports last year, the aforementioned 3,000 million eurosthey must be qualified because they include the rise in shoe prices due to high energy costs, the rise in raw materials and labor increases, all of which have cut margins.
Although the Spanish footwear employers had worse expectations, the FICE Marketing Director has assured that, except in the case of German customers, there is optimism because it is seen that “There is still a feeling of needing to go out, to buy and to spend.”
President Puig has affirmed that now It is time to “advance and continue consolidating our position” in the world of Valencian footwear, which directly employs 22,000 people, especially in the Vinalopó regions of Alicante, with Elche, Elda and Petrer and Villena as epicenters, and which generates many more indirect jobs. It has also placed emphasis on the necessary incorporation of young people into this industry to guarantee their future.
