With a steadfast commitment to talent and a circular economy, this work centers on excellence and quality as its banner, using artificial intelligence as a tool rather than an endpoint. These are the essential themes and challenges facing footwear, as outlined by Sara Navarro, president and vice-president of the European Footwear Confederation (CEC) and the Federation of Spanish Footwear Industries (FICE), alongside Rosana Perán, during the 4 Estaciones Forum held this Friday.
The discussion, titled “Shoe Industry 5.0,” was organized by Club INFORMACIÓN and Banco Sabadell and moderated by Toni Cabot, director at INFORMATION. It took place Friday evening at the Elda Shoe Museum.
Cabal Cabot highlighted that the forum’s two protagonists were “two very high-level professionals” who spent an hour and a half unpacking industry challenges before a large audience.
In the first blog, “Commitment to Excellence as a Path to the Future. Design and Technology. Footwear Industry 5.0,” Navarro noted that any company aiming to remain relevant must focus on two areas: a technological one featuring artificial intelligence and the necessity of blockchain within any circular economy process. Consumers increasingly want full visibility into production, origin, creators, and methods.
The second area concerns the integration of capabilities, meaning the interface with AI and blockchain. Protecting, guiding, and training this talent—investing in it and ensuring it is not wasted in the wrong roles—became a central axis of the conversation.
Rosana Perán emphasized that perfection emerges through conscious leadership. She urged leaders to cultivate self-esteem and confidence and to convey it to workers, as a means to prevent talent shortages and to retain talent.
On technology and artificial intelligence, Perán explained that these tools are not ends in themselves but means to add value. People remain central. Investments in new generations and closer collaboration with them are essential, and training must align with company needs while firms adapt to evolving generation expectations.
In the blog focused on sustainability, circular economy, and the green, blue, and yellow economy in footwear, Navarro stressed that the circular economy hinges on eco-design, a direction the designer has championed from the start.
Perán reminded that sustainability was once a fashion among brands with eco-labels in 2012–2013, but it is now a serious matter. He called out the EU’s regulation for lacking clarity and warned about the challenges that companies will face by 2030. The shoe sector and its sub-industries must harmonize efforts.
Concerning marketing in the age of artificial intelligence, Navarro highlighted that new technologies will help personalize products, discover preferences, and favor quality over quantity. Perán added that the approach should remain individualized, with AI acting as a tool while robust processes, methodologies, and strategies drive marketing success.
In the discussion on shoes and fashion, Navarro pointed out that for a long time footwear was produced without following fashion trends. It was treated mainly as a consumer good rather than a fashion item, but times have changed, and Elda and its province now stand as world leaders.
Navarro also stressed that excellence and quality will revitalize the industry. Perán observed that Spanish external brand image is very strong, and during a visit to Shanghai she noted that Chinese consumers prize Spanish and European brands, while large investments are underway to expand.
Both speakers celebrated female leadership in an industry with women as core customers and left the stage with an emotional moment as Perán praised Navarro as a leader and visionary.
Rubén Alfaro: “We must keep investing in training”
Mayor Rubén Alfaro expressed appreciation to Elda for hosting the forum, calling Navarro and Perán two female emblems of the shoe industry. He said the event strengthens the city’s drive to support the industry, amplify its identity, and sustain the livelihoods of thousands in the region. The challenges of Shoe 5.0, technology, competitiveness, artificial intelligence and its applications, and demand for environmentally friendly products were acknowledged, along with a firm commitment to the circular economy and to education.
Fernando Canós: “Rosana and Sara are two locomotives at the international level”
Fernando Canós, general manager of Banco Sabadell in the Valencian Community, praised Navarro and Perán for taking central roles and thanked the mayor for hosting. He highlighted the presence of regional industry leaders and expressed faith in the footwear sector as a prestigious global brand, underscoring the shared path with Rosana and Sara as a powerful driving force.