Credits - Compete

internationalization
10:11
Portuguese
Footwear Shakes Up
International Markets
Supported by the Compete Program, the industry will invest 11 million euros to reinforce the
commitment in the internationalization process through a major offensive that will translate into
dozens of image related actions and the presence in major international specialty forums.
There are basically four major goals set for this promotional offensive. To consolidate the position
of Portuguese footwear in foreign markets, to diversify exports destinations, to approach new
markets and to allow new companies to initiate the internationalization process, such are the
goals of the industry, which comprises more than 1,300 companies accounting for more than
32,000 jobs and stands as the most internationalized in the Portuguese economy.
The industry will invest in reinforcing its presence in world-scope fairs
and exhibitions, such as MICAM and Riva del Garda (both in Italy) and
GDS (in Germany), in fairs with strong regional impact (Modacalzado in
Spain, Ciff and CPH Vision, both in Scandinavia) and niche events (Bread
& Butter in Germany, Who’s Next, Mess Around, Midec, Premiere Classe,
Italmoda and Fashion Week in France - each of them aimed at different
targets and market segments - The Brandery in Spain, Pure, Moda
Footwear and London Fashion Week in the UK).
A special note to the huge bet on emerging markets with high growth
potential for Portuguese companies, such as Brazil, China, UAE, Japan
and Russia.
As part of this large “charm operation” on a global scale, the Portuguese footwear industry will
reinforce the investment in communication and image actions. Under the “Glamour” motto,
the 2012 campaign will reveal the excellence of the Portuguese offer. With the city of Porto
as backdrop (the photo session took place right at the Town Hall), the choice fell on an all-
Portuguese team (photographer, producer, stylist, models, hair stylists and makeup artists).
Noteworthy was the presence of two major names in Portuguese fashion: models Sara Sampaio
and Kevin Sampaio. Sara Sampaio, currently living in New York, won the 2011 Golden Globe Awards
and Fashion Awards.
In recent years, besides a presence in editorials of the world’s most famous fashion magazines
(Vogue Portugal, Spain and India, Elle, Marie Claire, Biba and Wad France), she starred in several
major international campaigns, such as Axe, Agatha Ruiz de la Prada, Blumarine, Replay Jeans
and Armani Exchange. As for Kevin Sampaio, he’s the face of several reference campaigns, such
as D’Squared2, Macy’s and Boglioli. In addition to the presence in editorials of fashion magazines
around the world, he regularly walks the catwalk for big international brands, such as Armani,
Bottega Veneta, Dior, Dolce & Gabana, Fendi, Gautier Versace, and Trussardi, among others.
The external trade promotion
is the major priority for the
industry, which exports roughly
95% of its production to over
130 countries. Therefore, in 2012
more than 140 companies will
participate in more than 60
professional fairs all over the
world.