Table of Content

• What’s Happening Right Now?
• Topic 1: Embracing the Gen Z & Alpha Digital Era: Leveraging Influencers to Boost ‘Made in SA’
• Topic 2: From Crisis to Catwalk: Can South Africa Follow Portugal’s Footsteps to Save Its Footwear Industry? Should we?. or should we not?
• World News: Trade
• IF YOU ARE NOT A SAFLEC MEMBER YOU ARE LOSING OPPORTUNITIES!!!
• SOCIAL MEDIA

What’s Happening Right Now?

Expanding Retail Opportunities for Local Manufacturers
Meetings with retailers have focused on boosting their buy-in of locally manufactured products for export growth. The demand is there—now, it’s about getting local brands retail export -ready.

Trade Show Applications: Taking SA Footwear & Leather Global
Applications for Atlanta and Birmingham trade shows are underway, creating export-driven exposure for South African brands. If you’re looking to expand into new markets, this is your moment.  We have FSYNE, Korea and China in.  But note that all adjudication has been delayed till the new financial year as per the dtic.  So, we have been forward planning and still have to wait as per protocol.

EFLC Sustainability Program & Branding Initiatives
The EFLC website & brand packaging project is in full swing, ensuring that our industry presents a cohesive, professional, and globally competitive image.

Upcoming Industry Training & Seminars

-Export Rebate Seminar – 25 March 2025
-3D Handbag Design Course – 10–12 March 2025
-Production Planning & Supplier Development – 20 March 2025

Retailer Program
Five companies in the eThekwini Retailer Program have onboarded with at least one retailer, and three are already in the sampling phase.  All this in 60 working days from the time the project began. This proves that when manufacturers align with market needs, opportunities can follow.  Its all about action.  Better try and fail than fail to try. All aimed at growing our exports via retail to our BLNE region.

Topic 1: Embracing the Gen Z & Alpha Digital Era:

Leveraging Influencers to Boost ‘Made in SA’

Since December, we’ve been leveraging social media and influencer marketing to promote locally made footwear and leather products. We kicked off by pushing 10 national brands, followed by a focused campaign in February spotlighting five eThekwini-based brands. This initiative, led in collaboration with Kim Jade—who has over 300,000 followers—has driven significant engagement.

One of our recent posts generated over 35,000 hits within just 30 minutes of going live, proving the power of digital influence. However, we recognize that a single push won’t be enough. To make a lasting impact, we must maintain consistency and keep reinforcing the visibility of ‘Made in SA’ products in the digital space.

The Takeaway?
We’re not just talking about growth—we’re trying our best to making it happen. Through collaboration, trade shows, sustainability initiatives, and retailer engagement, we’re ensuring that South African footwear and leather brands don’t just compete but move into leading.  Not an overnight feat for sure 😊   But don’t blame us for trying.

Stay engaged. Stay informed. And most importantly—take advantage of these opportunities.

For more details, reach out to info@saflec.co.za.

Topic 2: From Crisis to Catwalk: Can South

Africa Follow Portugal’s Footsteps to Save Its
Footwear Industry? Should we?. or should we not?

Not long ago, Portugal’s footwear industry was on the brink of collapse, drowning under a wave of cheap Chinese imports. Factories shut down, jobs disappeared, and the sector seemed doomed. But instead of fading away, Portugal fought back reinventing itself into one of the world’s most sought-after footwear producers.

South Africa now faces a similar crisis. Local manufacturers struggle against low-cost imports, while the “Made in South Africa” label remains underdeveloped. But if Portugal could turn things around, why can’t we?

A Blueprint for Reinvention

Portugal didn’t try to compete with China on price—it knew that was a losing battle. Instead, the industry shifted its focus to quality, design, and branding. Portuguese shoes became premium, stylish, and European chic. Smart investments in modern tooling and innovation helped improve efficiency, while a powerful national branding campaign—backed by government and industry—cemented Portugal’s position as a global footwear leader.

South Africa must take a similar approach, but it won’t happen without serious financial backing. Building a strong “Made in South Africa” sectoral not general identity requires more than just talk. A well-funded marketing strategy—leveraging influencers, social media, and global trade shows—is critical to shifting perceptions and creating demand. Without visibility, even the best products won’t sell.  SAFLEC has embarked on this strategy but true marketing requires a greater financial contribution.

First, Stabilize the Supply Chain

Before the industry can scale up and compete globally, it must first address a more pressing issue—the collapse of its supply chain. A footwear industry cannot thrive without a steady and reliable supply of materials, components, and skilled labour. Right now, the local supply chain is shrinking, making it nearly impossible for manufacturers to plan long-term investments.  We have seen support in clusters, but I still ask an important question.  When building a house, one starts with the foundation first. When addressing the industry’s problems, one would assume we would star with the foundation.  Enhance global technology competitiveness, strengthen supply chain.  First two steps backed up by not only basic but in-depth training of labour.  Are we teaching our labour business skills , ownership of their jobs, impact of their actions, or just how to sow.?  It called organisational culture.  If you don’t have this right, things can fall apart. 

Without a stable supply chain, investing in high-quality production is futile. Government and private investors must step in to support things like tooling costs, helping factories diversify their production capabilities and meet evolving consumer trends. Incentives for local material production—such as alternative quality leathers or synthetic innovations—would reduce reliance on imports and strengthen the industry’s foundation. Without these critical interventions, South Africa will continue to struggle with inconsistent supply and rising costs, making it even harder to compete.

Bold Action Is Needed—Now

Low-cost footwear has its place in the market, but South Africa must look beyond short-term survival. The long-term strategy must focus on investment in quality, technology, and local capacity. Support for tooling costs to help manufacturers diversify production.
Financial backing for marketing and branding to reposition “Made in South Africa” as a premium label. Incentives for alternative, high-quality materials to reduce import reliance. Strengthening the supply chain to ensure stability before scaling up exports.

Portugal proved that transformation is possible. The question now is: Will South Africa take bold action, or will we watch another industry slip away?

WORLD NEWS: Trade

Details of reciprocal tariff review Source: World Footwear News. closely watched by AAFA (Credits to World Footwear News)

The American Apparel & Footwear Association (AAFA) is closely monitoring the reciprocal tariff review announced by the Trump administration. Initial reports are due by the 1st of April “We appreciate the goal behind this new “Fair and Reciprocal Plan” is to lower foreign tariff and non-tariff trade barriers, and we are pleased that President Trump has ordered a comprehensive review of such foreign policies”, said AAFA President and CEO Steve Lamar in response to the announcement that immediately suspended additional tariffs. President Trump has directed the US Secretary of Commerce and the US Trade Representative to report to him by the 1st of April 2025 on specific tariffs that the country should impose to address bilateral trade deficits with countries that maintain tariffs on US exports that are higher than the level of tariffs that the United States imposes on their Products. However, AAFA remains concerned about “this tariff-heavy approach”. “Putting America first means ensuring predictability for American businesses that create US jobs; affordable options for American consumers who power our economy; opportunities for farmers who feed our families; and support for tens of millions of U.S. workers whose trade-dependent jobs make our factories, our stores, our warehouses, and our offices function”, argued Lamar.

On the contrary, “sweeping new tariffs — a possible outcome of this exercise — instead puts America last, raising costs for American manufacturers for critical inputs and materials, closing key markets for American farmers, and raising prices for hardworking American families”, he concluded.

Source: World Footwear News

IF YOU ARE NOT A SAFLEC MEMBER YOU ARE LOSING OPPORTUNITIES!!!

Join SAFLEC and unlock a world of opportunities in the South African footwear and leather industry. As a member, gain access to vital resources, exclusive events, and networking platforms. With SAFLEC, seize the chance to expand into global markets through funding and support initiatives. Experience the thrill of collaborating with industry leaders, staying ahead of trends, and shaping the future of our craft. Do not just witness the excitement—be a vital part of it. Elevate your career and impact by becoming a member of SAFLEC today! Contact prenisha@saflec.co.za 

SOCIAL MEDIA