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Design Yourself Cowboy Boots

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“Design Yourself” Cowboy Boots Entering the European Union Market

Despite the recession, a growing number of European Union consumers turn away from cheap shoes. They prefer quality footwear that is fashionable, lasts longer and fits well within their personal style. According to the survey, best opportunities for exporters are in niches such as casual footwear made of reycled material, ethical footwear, flip-flops, clogs or in comfortable evening footwear of a good design. The EU is the largest market for footwear, being ahead of the USA, representing one third of the global market value. In most EU countries, footwear increasingly has become a statement among (working) women. A good design, fashion and more walking comfort were driving the market. Casual footwear is the largest category within the footwear sector, which has continued to grow in the past few years. The trend of ‘dressing down’ in offices further stimulates the shift from formal footwear to casual footwear. This is taking place in many of the EU countries and gradually in some of the the Eastern EU countries. The increased sales of boots has also driven the casual footwear market. Casual footwear is highly represented in Germany, France, the Netherlands and Spain. In order to compete on a global level and share some of their costs, smaller producers have been joining with colleagues, designers and trade associations. This has proved to be much more powerful than working as individuals. In order to compete with Asian suppliers, joint promotions that are organised by trade associations provides a chance for smaller producers to reach new markets. According to all factors mentioned above I decided to enter the European market with my cowboy boots. There are a lot of different ways of entering the foreign...

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