We met Rosana Perán, the newly appointed president of FICE, the most accredited Spanish Footwear Industry Federation in the sector. We found out what projects are on the agenda for the coming months and how the Spanish footwear industry is preparing to face future challenges on a global level, under the sign of craftsmanship and authenticity, ethical values and sustainability, between tradition and digital push.
Rosana Perán, FICE President
Give us a broad outline of the work the association does for its partners and the importance of FICE in these challenging times globally.
Created in 1977, FICE (Federation of Spanish Footwear Industries) is the business organization that represents the general interests of the Spanish footwear sector at national, European and international levels. Fice and its Associations (around Spain territory) bring together more than 400 companies that represent 90% of the production, distribution and export of the Spanish footwear sector. Our goals focus on promoting the competitiveness of Spanish companies, enhancing their strengths, working for the future development of the shoe sector that in difficult times at a global level requires strategic actions. We work hard to promote SHOES FROM SPAIN as an international, prestigious and quality well-established brand. FICE participates at all national debates regarding International Trade, defending the sector trade interests as information channel on the trade regulations among partners. As a national institution, we can facilitate access to foreign markets. We have a close relationship with ICEX Spain Export and Investment organization too. We work together in the context of the Spanish Footwear Foreign Promotion plan. FICE is also part of the CEPYME and CEOE (Spanish Business Organizations) and works as European lobbying being prominent member of the CEC (European Footwear Confederation) as the second largest producer and exporter of European footwear. Companies are facing difficult times and we have to help them reaching out all the visibility they need and deserve.
How has the Spanish footwear sector dealt with, and how is it dealing with closures due to Covid, the global economic crisis, and the current conflicts that have sapped exports? Recent bad times caused great changes. I don’t think that Covid has been good at all but, because of it, our companies had time to develop and improve the DIGITAL area in their companies, they learnt to work virtually, and, as COVID has been a global issue, our companies and foreign ones are closer to each other. Fairs suffered a lot and post Covid, everybody appreciated to physically meet again. Everything has changed, there is no doubt. And we are still adjusting strategies. In about 3 months, we had to adapt to online fairs, retail sales shifted to online sales; now we are to going back to something that is in the middle. But this is not all, the international crisis due to Russia-Ukraine war. China being in the middle of some kind of evolution to who knows where… once, we were looking for new markets in Asia, now we are focusing again on American ones. Europe is facing difficult times since long time now. Shoes from Spain offer quality, excellent prices – quality relationships, our brands are renown internationally. As federation, we need to make the best of these times.
How much has been done and will be done to contribute to the recovery of Spanish companies, given the difficult economic period that requires support and commitment: has the government made investments in favor of Spanish manufacturing companies? Of what kind? Companies and entrepreneurs feel quite alone in that area. That is why FICE has plays important role. We are owners of companies in the sector. We grew-up in shoe factories. We have been living inside the footwear sector in Spain facing good and bad times, we have a great experience. That is why FICE has a huge commitment with the associates. WE are all on the same boat. That is why we push for the government support to the Spanish manufacturing, know-how and opportunities.
What factors do you think Spain must focus on in order to succeed in maintaining its key position in the footwear industry internationally? We need to work on our marketing. We produce very well. We design very well. Now, we need to work on our visibility, on our positioning in the market. We must take the reins and manage our qualities resulting from the efforts done in the sector last decades. People loves Spain, the Spanish flair and the excellent products we make. We need to put a nice lace on it and be proud and laud for our achievements.
Regarding of the major issues affecting our planet, such as sustainability, circular economy, what projects is your footwear industry (your associated companies) pursuing and what would you personally propose in this direction? How important is ethical responsibility to you? Spanish footwear companies are very committed to all of that. Our production areas are located in shoe clusters where you can find any supplier and services. We have a circular economy and this represents a very important value today. Ethical responsibility has never been an issue, because our companies are located in very small towns where everybody knows each other and everybody takes care of each other. We have all the ingredients needed. We need to be proud and show them.
What values can Made in Spain be proud of, what is “hecho en España” synonymous with…? Quality, comfort, reliability, design These are the main ones. Everywhere, around the world, you go, people recognize our shoes. France has their touch. Italy has their own too. Typical characteristics of Spanish shoes are excellent comfort, design, competitive price and excellent quality.
How does Rosana Perán see the future of Spanish footwear, and what challenges is she prepared to face? I am a very positive person. I am a fighter. I only can see a good and positive future for our footwear sector. We have several challenges, no doubt about it. But that is what makes our journey so exciting and strong. Can you imagine, all our footwear regions working together, as a block, to communicate our values as a SHOES FROM SPAIN brand? We have such great companies, great entrepreneurs, people with huge experience in our business who, together, can be very competitive.
