According to FICE, the Federation of Spanish Footwear Industries, the value of footwear exports has fallen in the first trimester of the year, compared to similar period in 2016. Volume of exports up by 3.4%

According to FICE, the Federation of Spanish Footwear Industries, the value of footwear exports has fallen in the first trimester of the year, compared to similar period in 2016. Volume of exports up by 3.4%

In the first three months of the year, Spain exported 48 million pairs of shoes, with total value of 834.4 million euros, reflecting a 1.1% decline in value and a growth of 3.4% in volume.
The UE markets are still the main destination for Spanish footwear, receiving a total of 37.8 million pairs with a total value of 624.6 million euros and representing 78.8% of total exports. France (158.2 million euros), Italy (114.4 million euros) and Germany (80.5 million euros) make up the top 3 buyers ranking.

Notwithstanding this position, exports to the EU markets fell by 3.8% in value in the period. In the opposite direction, exports to non-EU markets grew by 8.6% in value. Exports to no EU markets already reached 209.37 million euros.

The United States are the main destination outside the EU and the fourth largest market for Spanish footwear, with a share of 7% in total exports. During the first three months of the year, a total of 1.6 million pairs valued at 57.7 million euros were exported to the United States.

Amongst the 40 largest destinations for Spanish footwear, the United States pay the second highest average price per pair (36.58 euros), just behind buyers from Hong Kong (41.97 euros).

By World Footwear…

Outdoor Footwear

The organisers of the OutDoor exhibition in Friedrichshafen, which this year takes place from June 18-21, have said they anticipate a high level of visitor interest in new outdoor footwear collections.

According to research from the European Outdoor Group, footwear is responsible for more than 25% of the outdoor industry’s total turnover and current trends suggest enthusiasts now own four pairs of outdoor shoes or boots.

Outdoor footwear is more than just hiking shoes,” the exhibition organisers said in the build-up to OutDoor. “It means multifunctional shoes for everyday use and travelling, sporty shoes for trail-running or workouts, sandals for summer, warm footwear for winter and footwear for a range of other activities.”

Valentin Strohmaier, marketing manager at Mammut, said at the same time that customers today expect higher levels of functionality from outdoor brands than they do from mainstream shoes, but insisted that shoes or boots with the right levels of “multifunctionality” can be worn in the mountains and in town and that these styles are going to become more and more popular.

A key account manager at Teva, Thomas Kramm, said he and his colleagues have begun to use the term “modern outdoor” to describe shoes of this kind.


Footwear Trends

In an interconnected age, consumers are more educated and aware of today’s issues. The Internet and social media make it easy for news and information to proliferate and reach everyone. As a consequence, some consumers expect brands to “give back” and reinvest their money into society.
In this regard, footwear brands can define a strategy and think about how they can help the world. They can start using more eco-friendly materials, create and support social events, help non-profit associations and promote transparency over their manufacturing processes.

Brand Veja purchases its organic cotton from farmers who live in poor regions of Brazil, ensuring they receive a fair value for their product, and TOMS brand gives back to society a pair of shoes each time a consumer buys a pair for himself. An initiative that makes the consumer feel good to be an active member of society. These are just two examples of companies valuing the impact their products and their businesses have in the surrounding communities.

Establishing Partnerships

Sponsoring products with known athletes or artists is something companies like Nike and Puma have been doing for a long time. But partnerships with artists, famous personalities, and charity organizations represent interesting opportunities for brand growth.
Recently, adidas associated itself with Kanye West to create a line of products, that were co-produced between the athletic brand and the rapper. The idea is to use the artist creativity to create high-end footwear, accessories, and apparel. Knowing Kanye West uses adidas is very different from knowing Kanye West had a hand in the design of an adidas product. It’s a great way to reach out to all the rap lovers, specially his fans, and increase adidas brand value among them, and that was adidas’ understanding.

Footwear companies can and should also try to establish partnerships. Especially those who focus on offering high-value products with high differentiation. Even smaller brands can take advantage of a partnership with local charities, events or bloggers. The associaton with a big causes can create a positive impact on consumers.

World Footwear Newsletter…