Technological innovation, design, service and an ever-growing presence in international markets. These are the ingredients of the Portuguese Textile and Clothing Industry’s recipe for success, which could be replicated in Brazil, according to the conference that Paulo Vaz, ATP general manager, gave at Febratex summit, in Blumenau.
The overcoming of the crisis period was made through differentiation. “We quit the model based on efficiency and price to embrace a model based on value”, explained the general manager.
Paulo Vaz recalled that over 400 Portuguese companies attend the 85 trade fairs spread throughout 35 different markets (with an added total of 16 million euro in investment solely for external promotion), and that in the last four years, the Portuguese textile companies have invested two billion euro in new equipment, machines, new layouts and better management, improving its competitiveness in international markets.
For the ATP’s general manager, the Brazilian industry has the potential to stride a path similar to the Portuguese, but it first must guarantee an international presence more adequate to its dimension – which, in the case of Brazil might be challenging since domestic consumption often suffices for a company’s survival. Paulo Vaz closed the conference with a warning: “The trade agreement between Europe and the Mercosul is a great opportunity for Brazil to start that change”.