| Footwear
is one of the most important productive
specialisations of the Veneto Region. The
Riviera del Brenta, which extends over
an area between the provinces of Venice
and Padua which includes the municipalities
of Stra, Fiesso d’Artico, Fossò and
Vigonovo for the first and Vigonza, Noventa
Padovana and Saonara for the second, excels
in this sector.
The cluster of the Riviera del Brenta, which
had its full development in the late 19th
century, is characterised by the production
of luxury footwear - for both men and women-
in addition to the design, manufacture and
marketing of almost all the “designer
label” footwear available on the world
market (from Emporio Armani to Fendi, Gucci,
Chanel, Christian Dior and Prada, to name
but a few).
In 2007, the cluster of the Riviera Brenta
has 708 companies – 9.8% of the national
total and 65.2% of the Veneto region.
The companies of the Venice province are
483 - equal to 68.2% of the total of the
area - divided between
- footwear factories (28%)
- accessories (54%)
- designers (11%)
- commercial firms (7%)
With over 12,000 employees (7,849 of whom
are employed in companies in the Venice
area) the sector represents 56.3% of the
workers of this sector in Veneto and 14.9%
of the entire national sector.
In 2007 the footwear sector of the Riviera
del Brenta produced over 21.8 million pairs
of shoes (56.3% of these were produced
in the province of Venice), equal to 29.1%
of Venetian production and 11% of Italian
production, for an overall sales value
of 1,928 million Euro – 52.4% of
the sales of the entire footwear sector
in the Veneto region and 15% of the national
one.
In addition to leather footwear production,
mainly luxury and female footwear, the
sector is characterised by companies producing
footwear accessories and components: soles,
heels, uppers, etc. which complete the
cycle of the productive sector. There are
also companies producing footwear for men
and children.
Also 90% of the overall sales of the area
is destined for export, demonstrating the
strong inclination of the area to international
marketing of its own products.
In 2007, the provincial exports of footwear
rose by 2.6% compared with 2006, recording
an overall amount of almost 346 million
Euro, representing the 3rd element of importance
of Venice exports.
Germany is the first market for Venetian
footwear, with an increase of 3.2% in 2007;
France with a slight decrease of 10%, holds
2nd place while the Russia regains third
place (+63.2%, compared with 2006) . Exports
to USA have risen, with an increase of
2.5%, placing the country in 4th place
on the list of main customers of the sector.
These countries are followed by Switzerland
(+2.9%), Netherlands (-2.5%), United Kingdom
(-6%) and Japan which gains the 8th place
(-8.3%) on the list.
The footwear system of the Riviera del
Brenta is represented, in addition to the
companies operating there, by:
- A.C.Ri.B. -
Footwear Association of the Riviera del
Brenta, which is a member of Confindustria.
Established in December 1961, it represents
the footwear companies of the area.
- A.C.Ri.B.
Servizi srl - Company
that offers specialist services in
favour of the footwear sector.
- Consorzio
Maestri Calzaturieri del Brenta, which
was set up in 1976 to promote the
footwear sector worldwide. The logo, depicting
the ancient seal of the Venetian
Confraternity of the Calegheri, dating
back to the 13th century and which
is used by the associated footwear
companies is well-known: in 2003,
some 927 companies were members of
the Consortium, 639 belonging to
the province of Venice.
- School of Footwear Designers of the
Riviera del Brenta, today Politecnico
Calzaturiero – The
school, set up in 1923, offers courses
for designers, product technicians,
CAD operators, computer graphics,
I.T. and other.
- Consorzio
Italiano Formifici -
Set up in 1996, the Consortium proposes
to develop studies of technological
innovation and/or to accomplish projects
of technological innovation on the “shapes” of
shoes.
In 2003, on the basis of Regional Law
no. 8 “Regulations governing the
Clusters and local industrial policy interventions” and
subsequent amendments, the Regional Council
of Veneto recognised the Agreement
for the development of the Metadistretto
Calzaturiero Veneto which
brings together traditions, culture and
the specific qualities of the different
Veneto footwear areas and represents an
essential benchmark for the world market
of the sector. 1,500 companies have signed
up to the Cluster Agreement and 639 of
these belong to the province of Venice.
The planning skill identified for the implementation
of the Agreement of the Veneto Footwear
Cluster highlights the quality and specialisation
of the sector: for this purpose we also
recall the plans for the “Creation
of an Observatory and a Portal of the Cluster“ which
have also been supported by the Venice
Chamber of Commerce.
The launch of strong innovative projects
and their impact such as the following
are also remembered:
- “SA 8000” certification (project
supported by the Venice Chamber of commerce)
which guarantees that production processes
do not exploit underage employment and
the fulfilment of ethical principles
of social responsibility:
- the opening of the New York
and Beijing showrooms, in
association with the Istituto
per il Commercio Estero as well
as participation in exhibitions worldwide.
Finally, the particular attention and
sensitivity, which has always been reserved
for the historical revival of the footwear
tradition and knowledge, which associates
culture with the activity of animation
on the territory is highlighted. As an
example we can recall:
-
the exhibition
entitled “The
fashion trades in Venice – from
13th to 18th century” (“I
mestieri della moda a Venezia – dal
13° al 18° secolo”) – mounted
successfully in Venice, Berlin, New
York, London, Beijing and St. Petersburg. This
iconographic exhibition showed original
items such as clothes, fashion accessories,
paintings, documents and tools. They
were typical for the over 50 handicrafts
existing in Venice at the time of
the “Serenissima Repubblica”,
and are still the testimony of the
cultural background, the quality
and the style featuring today’s
production;
-
the “Venetian Reflections” (“Riflessi
Veneziani”) show,
staged in Berlin, New York, London,
Warsaw, Beijing and Moscow. In a
historical and cultural setting this
show represents the fashion and footwear
system of the Riviera del Brenta
and Italy;
-
“Golden Shoe” (“Scarpetta
d’Oro”),
the International Prize of
Illustration for Children. This is
an annual event that began in 1995
which, through the collaboration
between illustrators and children,
highlights the role of illustration
as a two-directional communication
tool and at the same time makes the
history and real life of footwear
production which characterises the
Riviera del Brenta known and loved
above all by younger generations;
-
the “Small steps” collection (collezione “Piccoli
Passi”) by Pietro
Martello – presented successfully
in many European and non-European
countries - includes over 1000 unique
pieces of footwear varying in size
- from 4 cm to 10 cm in length – shape,
history and culture.
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