THE PROPOSAL IS DESIGNED TO INTRODUCE PRODUCT, PROCESS/ORGANISATIONAL INNOVATIONS AND NEW MARKETING AND MARKETING STRATEGIES FOR THE PRODUCTION OF A NEW GREEN SHOES AND LEATHER GOODS COLLECTION AIMED AT A HIGH AVERAGE MARKET FOR WOMEN THAT IS NOT CURRENTLY PRESENT ON THE FARM AND HIGHLY INNOVATIVE TO THE REFERENCE SECTOR. AS A RESULT OF THE CRISIS, NEW ENTRANTS FIND IT DIFFICULT TO ATTRACT NEW BUYERS BECAUSE CONSUMERS TEND TO BUY THE WELL-KNOWN BRANDS WITH WHICH THEY HAVE GREATER TERMS OF CONTRACTING AND ADDITIONAL TIME FOR PAYMENT. THIS IS THE ONLY WAY TO TRY TO GAIN ACCESS TO NEW MARKETS FOR THE WHOLE OF NEW MARKETS. PROPOSE NEW AND INNOVATIVE PRODUCTS ON THE MARKET WHICH ARE ATTRACTIVE IN DESIGN, OTHER THAN THE PRODUCTS UP TO THE PRESENT DATE OF THE MARKET, BUT ALSO AND ABOVE ALL ENVIRONMENTALLY SUSTAINABLE PRODUCTS. IN RECENT YEARS, THIS HAS INCREASED INTEREST IN PRODUCTS AND SUSTAINABLE PROCESSES.