Footwear remains one of the sectors most affected by the epidemic yet it managed to rebound to pre-crisis levels by the start of last year. Early this year a setback emerged as Alicante’s exports dropped 9 percent to 27.2 million euros in the second quarter versus the same period in 2022. The fall reflects weaker consumer demand driven by inflation, and companies are voicing concern. In response, the industry is heading to the Düsseldorf fair next week to study the German market, which is one of the markets most challenged at the moment.
The province of Alicante still hosts the largest export sector, but it is currently experiencing a sensitive phase with a broad slowdown in foreign sales. January began with growth similar to the previous year at 27 percent, but the momentum faded, leading to a setback as spring progressed.
The first half showed a positive balance overall, with 672 million euros issued versus 666 million the previous year. Yet the last quarter’s performance raised red flags, tallying 274 million euros and a 9 percent decrease from 301 million in the same period of 2022. This trend mirrors a broader impact across the industry and shows up in all regional activity indices, which fell 4.6 percent year over year. The fashion segment, closely tied to footwear production, feels the pressure most.
Marián Cano, president of the Valencian Association of Shoe Entrepreneurs, notes that inflation and tighter household budgets are squeezing demand for nonessential fashion items. With summer arriving, vacations influence shopping behavior as well, and companies could not meet the level of demand seen in the previous year when the sector enjoyed a strong rebound after the worst health crisis period.
Another factor weighing on commercial activity is excess stock in distribution, which limits space for new shoe models and slows new product launches.
Low consumption reduces industrial production in the province of Alicante
Nationally, the footwear industry shows a slightly better position than the overall state, though clouds are gathering. Imanol Martínez, head of internationalization for the Spanish Footwear Industry Federation, notes that first-half exports reached about 1.64 billion euros, up 14.4 percent versus the same period in 2022. These are record figures driven in part by price increases, while a slowdown in growth becomes evident.
Rafael Bernabeu, general manager of J’Hayber, explains that some of the 2022 export surge stemmed from price rises and acknowledges a cooling economy, which injects uncertainty into forecasts.
Dusseldorf
The Shoes Düsseldorf fair takes place from August 27 to 29 and will focus on market research for Germany, a market currently facing notable challenges. Germany ranks as the third-largest buyer of Spanish footwear after France and Italy, accounting for about 10 percent of foreign sales by value. Yet the first months of the year show a double-digit drop with a 16 percent fall in volume and a 5 percent rise in value, highlighting divergent trends.
A preview image shows past editions of the Düsseldorf fair. As Cano explains, the goal is to understand the realities in Germany and nearby markets where consumption has fallen. Attending the fair helps brands support clients who are not faring well and reinforce relationships in the region.
Dusseldorf remains a central hub for Spanish footwear with a regional reach that includes nearby markets such as the Netherlands, Belgium, and Switzerland. Shoes Düsseldorf is widely recognized as Germany’s leading footwear fair and a must-attend event for brands, offering a platform to showcase products and gauge demand.
The event is part of the 2023 Overseas Promotion Plan and is supported by ICEX Spain Exportation and Investments. FICE coordinates the promotion and communication of Spanish shoes at the fair, coordinating actions to boost exhibitor visibility and refresh the Shoes from Spain campaign to align with current fashion trends in the footwear sector.
Starting next Sunday, 28 Alicante brands will join the Düsseldorf fair, marking the largest national delegation with 70 companies participating overall. Participating names include Ann Kurz Bags, Belang, Bertuchi, Cetti, Chie Miara, Confetti Shoes, D. Franklin, Flamingo’s Life, Genuins, Gioseppo, Hispanitas, Hoff, Igor, KMB, Lodi, Lola Cruz, Marian, Paloma Barceló, Weekend, Plakton, Popa Brand, Ras, Toral, Unisa, Verbenas, Wikers, Wonders, Yokono and Zinda. A Valencia delegation with three participants, six from Catalonia, five from the Balearic Islands and La Rioja, four from Castilla-La Mancha and Madrid, plus representatives from Andalusia, Aragon, Asturias and Murcia, completes the line-up.