| Resumo: | The aim of this study is to analyse the relationship between fashion events and the tourism sector, focusing on how this relationship can also affect the development of the fashion industry. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship between the fashion events in the city of Oporto and the development of the Portuguese fashion industry. The main findings show how fashion events contribute to the evolution of exportation of Portuguese fashion products, as well as the positive development of the valorisation of Portuguese fashion by foreign buyers, highlighting the strong synergy and the mutual influence between fashion events and the positive development of Portuguese fashion industry. In terms of managerial implications, the authors suggest the existence of a mutual effect between the fashion events in the city of Oporto and the success of Portuguese fashion industry, in terms of influence on consumer’s behaviour concerning the Portuguese fashion products.
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