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Aquando da entrada de Portugal na CEE – Comunidade Económica Europeia, poucos acreditavam que uma indústria obsoleta, situada em zonas semi-rurais e gerida por empresários com a quarta classe fosse capaz de sobreviver às provas da modernização.
Se há quize ou vinte anos alguém tivesse a ousadia de anunciar que o calçado português é a "indústria mais sexy da Europa", contaria com o desprezo que se concede aos arrogantes ou talvez o riso com que se responde aos mitómanos. Porém, este é o slogan com que a associação dos industriais do calçado se apresenta nas revistas de moda de Paris ou Londres ou nas grandes feiras internacionais sem que alguém manifeste desprezo ou desdém. No decurso de uma geração, os "sapateiros" portugueses, como se gostam de designar, sacudiram os velhos anátemas de industriais de vão de escada e ocupam hoje o segundo lugar do ranking do prestígio mundial, logo a seguir aos italianos. Inovaram nas técnicas e nos materiais, lideram empresas que estão na vanguarda da tecnologia, criaram marcas e tendências capazes de atrair clientes de Moscovo a Nova Iorque e construíram um máquina de exportar que rendeu ao país 1800 milhões de euros em 2014 (Apiccaps, 2015a).
Enquanto uma parte da indústria e a maioria do país adormeceu à sombra do crédito fácil e do mercado interno protegido, os sapateiros aprenderam rápido o que quer dizer a concorrência internacional, a necessidade de "inovação", e o que vale a "competitividade". Foram corajosos e até mesmo aventureiros, acreditaram que seguindo uma estratégia com base na inovação e na qualidade conseguiriam vencer e colocarem-se no topo da indústria do calçado mundial.
Hoje, o calçado português passa pelos pés de Barack e Michelle Obama, de Shakira, de Paris Hilton, Penélope Cruz, Cameron Diaz ou Letizia Ortiz.
Em 1994 o sector exportou cerca 90 milhões de pares, em 2004 aproximadamente 76 milhões e em 2014 esse montante manteve-se, mas ao contrário do que se possa pensar esse recuo no volume significou um enorme salto na faturação. Portugal ocupava em 2013 o décimo primeiro lugar no top dos 15 maiores exportadores mundiais e os empresários nacionais conseguem colocar lá fora as suas criações a um preço médio que se coloca em 2º lugar mais alto do mundo logo depois da Itália, ver tabela 3 (Anexo III). Se há uma história feliz na economia portuguesa do último meio século, ela encontra-se no setor do calçado.
When Portugal joined the EEC – European Economic Community few believed that an obsolete industry, located in semi-rural areas and run by entrepreneurs with the fourth class were able to survive the test of modernization. If fifteen or twenty years ago, someone had the audacity to announce that the Portuguese footwear is the "sexiest industry in Europe," it would have the contempt that gives arrogant or perhaps the laughter with which responds to mythomaniacs. However, this is the slogan with which the association of industrial footwear is presented in fashion magazines in Paris or London or in major international fairs without someone expresses contempt or disdain. In the course of a generation, the "cobblers" Portuguese, as if like to designate, shook the old anathemas of industrial stairwell, occupied the second place in the ranking of world-renowned, just after the Italians, innovated in the technical and materials, leading companies at the forefront of technology, created brands and trends able to attract customers from Moscow to New York and built a machine to export which earned the country in 1800 million in 2014 (Apiccaps, 2015a). As a part of the industry and most of the country slept in the shadow of easy credit and protected domestic market, the cobblers quickly learned what it means to international competition, the need for innovation, and that it is "competitiveness". Were brave and even adventurous, they believed that following a strategy based on innovation and quality would be able to win and place themselves at the top of the global footwear industry Today, the Portuguese footwear passes through the feet of Barack and Michelle Obama, Shakira, Paris Hilton, Penelope Cruz, Cameron Diaz and Letizia Ortiz. In 1994 the industry exported about 90 million pairs in 2004 approximately 76 million and in 2014 this amount remained, but contrary to what one might think this decline in volume meant a huge leap in turnover. Portugal occupied in 2013 the eleventh place in the top 15 of the world's largest exporters and local businesses can put out there their creations at an average price that is placed in 2nd highest in the world soon after Italy (see Annex III -Table 3). If there is a happy story in the Portuguese economy of the last half century, it is in the footwear sector.
When Portugal joined the EEC – European Economic Community few believed that an obsolete industry, located in semi-rural areas and run by entrepreneurs with the fourth class were able to survive the test of modernization. If fifteen or twenty years ago, someone had the audacity to announce that the Portuguese footwear is the "sexiest industry in Europe," it would have the contempt that gives arrogant or perhaps the laughter with which responds to mythomaniacs. However, this is the slogan with which the association of industrial footwear is presented in fashion magazines in Paris or London or in major international fairs without someone expresses contempt or disdain. In the course of a generation, the "cobblers" Portuguese, as if like to designate, shook the old anathemas of industrial stairwell, occupied the second place in the ranking of world-renowned, just after the Italians, innovated in the technical and materials, leading companies at the forefront of technology, created brands and trends able to attract customers from Moscow to New York and built a machine to export which earned the country in 1800 million in 2014 (Apiccaps, 2015a). As a part of the industry and most of the country slept in the shadow of easy credit and protected domestic market, the cobblers quickly learned what it means to international competition, the need for innovation, and that it is "competitiveness". Were brave and even adventurous, they believed that following a strategy based on innovation and quality would be able to win and place themselves at the top of the global footwear industry Today, the Portuguese footwear passes through the feet of Barack and Michelle Obama, Shakira, Paris Hilton, Penelope Cruz, Cameron Diaz and Letizia Ortiz. In 1994 the industry exported about 90 million pairs in 2004 approximately 76 million and in 2014 this amount remained, but contrary to what one might think this decline in volume meant a huge leap in turnover. Portugal occupied in 2013 the eleventh place in the top 15 of the world's largest exporters and local businesses can put out there their creations at an average price that is placed in 2nd highest in the world soon after Italy (see Annex III -Table 3). If there is a happy story in the Portuguese economy of the last half century, it is in the footwear sector.
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Keywords
Crescimento Estratégia Incentivos Inovação Internacionalização Marca própria