THE CUBA REVIEW 15 



CUBAN SHOE TRADE 



The importation of shoes into Cuba is constantly increasing and the importance 

 of this trade should be thoroughly realized and market conditions carefully studied 

 by American manufacturers desirous of extending their foreign sales. 



There are several ways of gaining a share in the Cuban field. Some manufac- 

 turers, especially those making well-known and extensively advertised brands, send 

 salesmen direct from the factory, others have resident agents established in the prin- 

 cipal cities of the Republic, still others sell through commission houses and jobbers. 

 These latter are located in Habana, Santiago de Cuba, and Cienfuegos and maintain 

 extensive sales forces which periodically cover the island. They usually give a dis- 

 count (10 per cent), allow credit where necessary, and do a large volume of business. 



How Payments Are Made — Packing Methods. 



Many successful American manufacturers dealing through jobbers and commis- 

 sion merchants demand draft against bill of lading, others sell upon open credit with 

 from 30 to 60 days from date of invoice. In some few exceptional cases consignees 

 are allowed to make payment one, two, and even three months after the receipt of 

 goods. 



Shoes intended for Cuba should be packed in cases similar to those used in the 

 United States for domestic shipments. An inside tar-paper lining is advisable to 

 keep out dampness and cases are generally wire strapped to avoid possible breakage 

 in transit. 



The Cuban import duty on American footwear is as follows: Men's shoes, 10 

 per cent ad valorem plus $0.15 per pair; women's shoes, 10 per cent ad valorem plus 

 $0.10 per pair; and children's shoes, 10 per cent ad valorem plus $0.05 per pair. 

 Footwear from other countries pays the above rate plus 30 per cent. 



Retail prices average considerably higher than in the United States. However, 

 since most stores do not maintain fixed prices, it is difficult to say just what the 

 difference really amounts to; in some instances it appears to be about 25 per cent 

 and in other cases considerably more. 



Styles of Shoes in Demand. 



Men's shoes. — Generally speaking, Cuba wants snappy, dressy styles similar to 

 those worn in the United States. Appearance is more essential than wearing quali- 

 ties. For men's wear Russia leather is generally preferred. Both high and low 

 shoes are worn, but few with buttons. The call for kid leathers is very limited, while 

 patent leathers are worn only during the winter. The sale of canvas shoes is almost 

 negligible. In very high-grade goods there is a demand for genuine Cordovan with 

 double soles, retailing from $15 to $18. In medium grades a shoe of average weight 

 — not too heavy — in dark russet and made over English lasts with broad, low heels 

 is decidedly popular. In the cheaper grades of men's shoes combination styles are 

 in demand. A reliable seller is a shoe with light-colored leather or cloth tops having 

 fancy eyelets or lace stays in combination with high heels and toes. 



Women's shoes. — In women's footgear the demand is mostly for kid leathers in 

 pumps and "Colonials." "Turns" are popular in the higher grades. In the lower 

 grades McKay sewed shoes, with full Louis heels are in demand. Very few welts are 

 sold. Although colors shift, a good business is done in white kid, especially during 

 the summer months. There appears to be but little call for "Nubuck" or "Ooze" and 

 few sales in canvas. Gray is incessantly called for, but for many months past dealers 

 have not been able to supply this shade. There is an assured sale for fancy pumps 

 and ties with bead embroidery where pleasing and attractive appearance is more of a 

 requirement than durability. 



