Over 200 professionals explored topics like e-commerce, social media marketing, and AI-driven personalization.
At the Digi4Fashion event hosted by APICCAPS in Porto, over 200 fashion and footwear professionals gathered to explore digital strategies shaping the industry in 2025. The Business of Fashion’s Sophie Soar presented key insights on e-commerce innovation and consumer behavior.
Speakers from brands like Luis Onofre, Ambitious, Sanjo, and Lemonade discussed challenges and opportunities in digital storytelling, social media-driven brand discovery, and AI-enabled personalization. A recurring theme was the shift in consumer journeys—from discovery on Instagram or TikTok to purchase decisions influenced by optimized product pages.
Government-backed investment of €600M in technological innovation aims to further boost Portugal’s footwear industry, Europe’s second-largest exporter. While digital transformation opens new global markets, brands stressed the need to preserve emotional connection and craftsmanship, even as AI technologies reshape customer engagement.
Luis Onofre, APICCAPS President, noted: “Digital is a gateway to new markets—it amplifies what we do best: creating quality products and sharing them with the world.”
