The “Made in Portugal” label lacks digital credibility

The Portuguese textile sector is living through one of those moments when the future presents itself as full of challenges, but also of extraordinary possibilities. It is a time of transformation that calls for reflection and clear positioning. More than producing for the world, we are being asked to think about the role we want to play in it — and what it truly means, today, to be a reference industry.

With a tradition deeply rooted in spinning, weaving and the development of high-quality fabrics, Portugal has established itself as a global hub capable of combining heritage, innovation and vision. I myself grew up within this reality — first through my grandparents, then my father, and today by taking my first steps towards assuming the commitment to continue writing this story.

If our value has always stood out for our know-how and our ability to fuse craftsmanship with cutting-edge technology, the truth is that “Made in Portugal” now needs to gain new strength. A strength that no longer lies solely in fabric creation, but also in mastering algorithms and the digital world — in the ability to show the global market, through digital tools, that those who choose us find a partner that delivers quality, innovation, transparency and the solidity of generations of experience.

The truth is that, when I look at the European market, I do not find an industry like ours: innovative, sustainable and circular. An industry that invests in the development of traceable textile products and materials of biological, renewable and certified origin, without compromising performance. Modern, technological factories that invest in the sustainability of their processes and in the decarbonisation of their activity.

Digital therefore plays a decisive role. It is essential to rebuild the “Made in Portugal” narrative and the invaluable value it represents. Price will never be our differentiating factor; what sets us apart is service, know-how and the ability to create genuine value.

We need to tell the world our story, to share what we know and how we transform materials into purpose, products into experiences and factories into centres of innovation. It is this narrative that creates credibility, inspires trust and reveals why the fashion industry finds in Portugal a truly unique strategic partner.

Let us look to the past with pride, but it is time to build an image of our industry that positions us not only as producers, but as a global reference — always with creativity as the driving force behind everything we do.

By Francisca Oliveira, Business Development Manager at Riopele

Originally published in Forbes Portugal