Finding new geographies on the international map of exports is, for a long time, a strategic plan of the footwear companies. As a result of that unprecedented investment in new markets, are the increase of the overseas exports in 111% in the past five years, which now ascend to 14% of the total.
The footwear exports increased significantly in nearly all the relevant markets outside the European Union. The most expressive growth is from the USA. The Portuguese footwear's sales to the country tripled since 2011 and nowadays ascends to approximately 70 million euros. However, there are other markets which have been catching the attention of the Portuguese companies, such as Australia.
In the past five years, the Portuguese footwear's sales to Australia pratically quadrupled (from 2.6 million euros to 12.5 million by the end of the last year). In the first semester of this year it also increased significantly: over 31% to 6.5 million euros.
With 24 million habitants, Australia presents itself as a good opportunity for the Portuguese companies. According to data from the World Footwear Yearbook, the country imports 147 million pairs of shoes per year, namely from China (representing 77% of imports), Vietnam (representing 9%) and Indonesia (representing 4%). The apparent consumption ascends to 152 million pairs of shoes per year. The production isn’t very expressive, around 9 million pairs of shoes per year. Therefore, the Portuguese footwear is currently one of the most exported products to Australia.
As an informative note, and even without a significant relation with the footwear sector, is in Australia that one of the most exciting brands of the international scene resides: Ugg, a brand specialized in lined boots with sheep wool.
Relation with the EU
The business, economic and political relationships between Australia and the European Union, according to AIECEP, “is essentially based under the Partnership Agreement EU/Australia; it is a tool of a non-preferential nature, in which the trade concessions' benefits don’t exceed the WTO limits, leading to the application of the Most Favored Nation (MFN) clause. Both sides have also made several arrangements in different sectoral domains.”