New Brands Shake Market
2012-11-29 | APICCAPS
The commercial area is an increasingly higher priority for footwear companies. Over the past eight years, more than 250 brands were created. In September of this year, during international trade fairs, leading Portuguese companies unveiled new arguments to succeed in the global market.
Joia Calçados chose the GDS to introduce to the international market what it defines as an urban footwear brand, outstanding for its flexibility, lightness and softness. The brand allies these comfort characteristics to the new fashion trends.
These advantages have earned it the Revelation Award, presented to Luís Alberto Sá (the brand´s manager) by the Portuguese Ambassador to Germany, Luís de Almeida Sampaio.
Joia Calçados is a company with 39 years of experience in the manufacture of footwear, which now allows it to benefit from that accumulated know-how through the creation of its own brand. Cloud is aimed at women who value comfort, which, according to its manager, is a market segment yet to be fully explored.
Canada, United States, Russia, Germany and France are Cloud´s intended markets. The national market is also in the brand´s sights.
Luís Sá foresees that Cloud may account for 10% of production within two years.
Neosho is the new footwear brand recently presented to the market by shoemakers Marisport. Its first collection, for the 2013 spring/summer season, was unveiled at GDS, in Germany. "A new world is waiting" is the motto of this new brand aimed at the German, Italian and Asian markets, especially China and Japan. According to its business managers, Adriano e Luís Marinho, the brand "conveys an urban, as well as retro and vintage spirit in comfortable men´s and women´s footwear.
Marisport is a company with over 25 years of experience in the manufacture of footwear. It produces casual, safety and occupational shoes for men, women and children. It already exports to several markets, specifically to Spain, France, Germany, Italy, Netherlands, United Kingdom, Finland and Sweden.
She completed her degree in Medicine, but even that failed to give her a sense of accomplishment. Rafaela Araújo felt "her life was incomplete, lacking an artistic component for which she had always shown an inclination."
In 2010, she faced her personal dilemma and decided to take a turn into the unknown, in search of a dream that had taken shape and matured over the years.
She studied in Florence (at the Florence University of the Arts), where she received a legacy, in the area of fashion accessories, from the hands of master designers from houses like Armani, Roberto Cavalli and Salvatore Ferragamo.
Having graduated with honours because of her high level of creativity allied to a sense of fashion and an understanding of the fashion accessory as a work of art, and encouraged by renowned designer Manolo Blahnik, Rafaela Araújo has just unveiled the Ella Montcordova brand in one of the most important universal capitals of fashion. And the dream took off.
Characterised by a passion for detail and glamour in the conceptualisation of its pieces, Ella Montcordova is a new brand of footwear. And it is here to stay.