Opening the shoebox: Innovation in a traditional industry
In order for the industry to keep its tradition alive, it must move forward and think outside the shoebox.
Written by Williane Tobias
For an industry that has been in the Philippines since the 19th century, there are bound to be changes–just like how it evolved from a cottage industry into what it is today. Given the numerous struggles of shoemakers and the decline of shoe sales, what does it take to keep the tradition of shoemaking alive while still implementing innovation and change?
Government Support
Realistically, the problems within the shoe industry are better solved on a government level. In a series of interviews with lawyers, we asked whether or not the law and policy that has been implemented was well-written and benefitted the shoemakers. There are two known pieces of legislation surrounding the shoe industry: Republic Act No. 9290, also known as the “Footwear, Leather Goods and Tannery Industries Development Act of 2004” as well as Ordinance No. 110 Series of 2021 which gave tax exemptions to new shoe businesses. However, the republic act has been invalid since 2014, and the ordinance is limited to new businesses.
Atty. Justin Manjares noted how these pieces of legislation were fiscal in nature, with a lack of variety in terms of support. He pushed for more business education to better equip shoemakers with the knowledge of proper costing, cash flow monitoring, marketing and understanding basic contracts. It is not enough to exempt taxes, the government must strengthen their business education seminars and training programs to make these businesses stand on their own.
“It can be in a language that they understand, as long as they know the basics. So, it really is down to education. So, would you also say that one of the major reasons why the industry as a whole has declined, of course including all of the factors in the industry, but would you say that a major hit was due to the fact that a lot of them are just not fully educated? Yes,” Atty. Manjares added.
A Change in Marketing
The Marikina shoe industry lacks an identity–when you ask what comes to mind when you say Marikina shoes, some people think of the word “traditional”, some people remember its affordability. But when the industry competes against cheaper labor and prices, it’s a losing game, especially when the influx of products from China is a factor of the industry’s decline. “What you can do is build up on the mid-market and the luxury market. That’s what I see the niche of Marikina is. Because number one, it’s locally made, meaning no taxes, tariffs, whatever…Because again, we don’t have scale. So, where do we compete? Quality and creativity,” Manjares adds.
For college student Hannah Cailles, who is part of her school’s fashion organization, she has noticed a trend which the Marikina shoe industry can follow, “The fashion trends right now is that we as a generation have a lot of basics. Everything is a repeat […] People will start to look for items that are more unique. Or what’s the term for it? Artisan, […] the Filipino art scene is actually going to be on the rise, or at least that’s the prediction, so I feel like [they should] lean into that.”
By giving Marikina a fresh rebrand that caters more to the youth and other audiences, they can steer away from the usual school shoes: cosplay and drag performances call for customized shoes, as well as youths who are serious about fashion. While customization and made-to-order shoes is nothing new, they can market outside of their usual target demographic.
Innovation and Tradition can coexist
Tradition does not have to be sacrificed in order for the industry to move forward. Shoemakers can still keep traditional techniques but integrate new designs and audiences into the fold. But it’s also important to keep in mind that shoe businesses can only do so much, and that many of the problems within the industry can only be solved on a government level.
The best way forward is for both the government and shoe businesses to do what they can: the government can pass more law and policy in support of shoemaking, not just focusing on the fiscal aspect but strengthening the education side of it. On the business side, they can improve their designs and widen their reach.
Share your Thoughts
How did you feel about the article? Answer the prompt or simply join the discussion!
The article emphasizes that tradition and innovation can coexist. Name one product or feature (e.g., custom cosplay boots, 3D-printed insoles, sustainable leather alternatives) you believe a Marikina shoemaker could create to attract your age group immediately.