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EXPORT CHANGES THE DIRECTION OF MONTEBELLUNA PRODUCERS THE HOMELAND OF THE BOOT BECOMES THE HOME OF SPORT
America asked Montebelluna for tennis shoes and got them. Winter sports saw the introduction of the snowboard and from the Sportsystem district came the most competitive technical solutions in the world. "Fashion" shoes have gained the upper hand among international styles and once again the Italian giant of shoes knew how to adapt its own production.
When international markets call, industrial shoe producers in Treviso reply. This is how today the Sportsystem district of Montebelluna stood up to international competition and imposed its brand on the world. Change the market segment and meet the needs of global consumers is never easy either for the capital contribution required or the need to revolutionise one's business plan. Despite this, those who wish to maintain their supremacy on international markets must face diversification.
Currently 61% of shoes sold belong to the group of city shoes, which have little in common with mountain boots, fallen to a meagre 10%, that was pioneer and flagship product for the Treviso district. In other words, the history of the industrial sector at Montebelluna is a real commercial revolution that has left its mark, especially for the international role gained by the district. Of the two billion turnover recorded in 2010, more than 968 million came from exports. Leading the way are still exchanges with Germany (+2.8%), followed by those with France (+8.1%), United Kingdom (+10.1%) and United States (+12%). The new trade "colonies" are Russia and Eastern Europe. In percentage terms, the updated exportation limit is around a considerable 65% of total production.
The "monopoly" of the mountain boot in foreign growth dynamics is only a mirage from the past. From the golden years of trekking components the producers have implemented at least 6 new production segments. Launch products like city, football, cycling shoes and motorbike boots, tennis shoes, technical sport supports and skates. The production launch of tracksuits and sports clothing elements, that lent a hand to the post-crisis recovery strategy, is relatively recent. Adriano Sartor, representative of the production district in Treviso talks about the important aspect of enterprise network: "The District - he clarifies - will focus on creating the best conditions to encourage research and innovation projects backed by the companies. These are initiatives that aim to involve companies in the sector at national level and their collaboration with Universities and research centres, making it easier for them to access funding opportunities".
There are plenty of ideas on the table starting with those aimed at process environmental sustainability. A study protocol on the safety of shoes was recently launched and one on the certification against counterfeiting. Research laboratories aim to put forward proposals for the differentiation of products and increase quality. Two key points that, if on the one hand have "put up in the attic" the dear, old mountain boot, on the other hand they have become a penetration tool for the district's brands throughout the world.