Promotion of Albanian Footwear Industry at Balcan Fair in Tirana
(activity co-funded by footwear companies and ACIT)

June 8-12, 2005

Following the need for more informative and promotive efforts in the domestic market, as stated in several meetings as well as at the Retail Market Survey - Discussion Table of April 28, four companies (Filanto, Donianna, Gama and Angelo Shoes) committed to participate at Balcan Fair in Tirana organized by Klik Ekspo Group from June 8-12, 2005.

The objectives of this activity were:

• To inform the public and buyers on the size, quality and level of Albanian footwear industry
• To promote Made in Albania footwear products through establishing links with potential buyers and possibly sales

As stated above, the methodology in designing such activity, is strongly linked with the interest shown by the companies on domestic market, as well as their willingness to cost-share such activity. Being in the coordinating role, ACIT has been engaged in harmonizing collectively efforts of footwear companies, by discussing, negotiating, ensuring and monitoring all this activity. In this respect, the activity has been characterized by both:

• cluster efforts; in this respect, several actors have been activitated and worked together (footwear producers coming together and cost-sharing, retailers/wholesalers who were contacted by ACIT and invited to visit the fair, fair organizer committed to promote the whole fair to Made in Albania products, advertising companies producing promotional materials for the companies, ACIT and EDEM supporting the initiative, etc.
• as well as firm-level assistance in advising and implementing marketing strategies for each of the exhibitors.

Comments of visitors at the booths of footwear companies were very positive and stating:

• above average positive on their opinion on Made in Albania shoes
• good and very good opinion on the quality of Made in Albania shoes
• generally average prices for Made in Albania shoes
• very very willing to purchase Made in Albania shoes
• very good comments on Made in Albania shoes