The Footwear Technology Center of La Rioja, CTCR, has been this week a link between footwear entrepreneurs and the organization of trade fair Momad Shoes (IFEMA), where both parties have been able to exchange sensations about what will be the next edition of the fair. In particular, one of the highlights is the new strategy of internationalization that Fice, together with Momad Shoes, have launched to attract Latin American buyers, one of the focus of growth of the sector abroad.
The mission will focus on four markets –Chile, Mexico, Colombia and Peru– that are the most stable in the region and having good growth forecasts, as well as the cultural nexus and positive perception of the Spanish product. The reality is that the multi-brand has not developed so much in Latin America as in Spain; There are few operators but very strong, so it is more efficient to attract them to Momad Shoes than to participate individually or collectively in their local fairs. In spite of being countries with a great growth potential, the weight of Spain in the imports of footwear in the region continues being very low. The only exception is Mexico, where 10% of imports of leather footwear come from Spain.
The next edition of the footwear fair will be held between September 22th and 24th in the pavilions 4 and 6 of Ifema. These dates (between Friday and Sunday and two days after Micam) have been applauded by the sector, who criticised that last March edition lasted until Monday afternoon.
"The goal for Momad Shoes is to become a meeting point in the Spanish market," said Jaime de la Figuera, CEO of Momad. In this sense, the fair organizer has already started to try different tools, such as initiatives like the runway, which was launched in the last edition, or the transformation of stands, something that Momad is studying for the next March edition, which will be held between Friday 2th and Sunday 4th.
In addition, De la Figuera suggested the creation of the figure of a retail manager to get closer to the multi-brand stores. "You have to know the retail well and assimilate their proposals at the fair," he added. Finally, another of the challenges of the fair are, according to De la Figuera, attract more exhibitors from regions such as Catalonia or Basque Country, "since, although they have a significant weight in GDP, are not so represented at the fair."
