Own brands and private label in the portuguese fashion industry

Abstract

There are many similarities between the footwear industry and the textile/apparel industries (ITV) in Portugal. Both industries are traditional, “low-tech” and with an important performance in the Portuguese economy. They export more than other Portuguese labour intensive industries and contribute to a very positive trade balance. The Portuguese footwear industry shows an excellent performance in several indicators in the last five years. In two decades, the footwear companies in Portugal made a strategic change in the business model and they started do develop own products and own brands. This performance wasn’t achieved yet by the textile and clothing industry in Portugal. Innovation and cooperation are very important factors in these achievements by the footwear sector and the evolution from private label to own brand has also importance to these results.