São Paulo – The Brazilian beachwear industry will seek more market abroad with a new concept, “Fashion Beyond Summer”. The strategy was launched two weeks ago in Miami, United States, and the objective is to associate Brazilian-made bikinis, swimming trunks, swimming suits and the like not only with the Brazilian lifestyle of happiness, beautiful beaches and sceneries, but also with production quality.
“The finishing, the technology used, the innovative cut, the prints, the sophisticated materials used, the colour palette,” says the project manager of Brazilian Export and Investment Promotion Agency (Apex-Brasil), Isabel Fontoura, about the attributes of the beachwear the initiative wants to advertise.
The Apex is backing the “Fashion Beyond Summer” alongside the Brazilian Textile and Apparel Industry Association (Abit) and the Brazilian Designers Association (Abest).During the World Cup 2014, which took place in Brazil in June and July, the agency launched and advertised the “Brazil Beyond” concept, aimed at Brazilian production as a whole. The action in Miami, with a specific focus on beachwear, was the first carried out abroad after the Cup. Throughout this year, ten international events will highlight other segments of the Brazilian industry.
Miami was not randomly chosen for the launch of “Fashion Beyond Summer”. The United States are currently the largest importers of Brazilian beachwear, according to Fontoura. The event in which the concept was introduced was held at the Soho Beach House hotel and gathered trendsetters, journalists, buyers, local and Brazilian companies. It showed Brazilian fashion among other kinds of art, such as music and gastronomy, with a cocktail and a show by the Brazilian band Saulo Duarte e a Unidade, among other performances.
As part of the initiative, Brazilian companies took part in two fairs in Miami soon after the event, the Cabana and the Miami Swim Week. The former is an exclusive trade show, featuring at most 80 brands from all over the world. The program also endorsed a parade by three Brazilian companies at the Mercedes-Benz Fashion Week Swim. A temporary store was set at the Soho Beach House’s rooftop terrace for four days, so attendees could see Brazilian beachwear up close.
The “Fashion Beyond Summer” concept will go on being advertised, according to Fontoura. The Apex is starting to draft plans with the Abit and Abest for the Paris Fashion Week, which will be held in the second half of the year. In this case, however, the conception will be broader, as it will have not only beach products, but fashion in general.
All actions are designed to increase exports. The Apex project manager claims that Brazilian fashion is already internationally renowned, but there is room for improvement. “Positioning is key,” claims Fontoura. Last year, Brazil exported US$ 10 million in beachwear and the main markets were the United States, France and Portugal.
The Arab countries are not among the main destinations of the segment, but according to the Apex project manager, they have a lot of potential. She mentions some specific products which may find a market in the region, such as the kaftans and cover ups (a long loose tunic of light fabric) which may be worn over the bikini. Fontoura recalls that the Arab importers usually attend the Paris Fashion Week, which is visited by buyers from all over the world, and Brazil will also participate in it.
The two main destinations of Brazilian exports in the Arab world, according to the Apex-Brasil, are the United Arab Emirates and Lebanon. Last year the country exported US$ 216,000 to the Emirates and US$ 58,000 to Lebanon. Brands such as Blue Man, Desiree Nercessian, Despi, Feriado Nacional, Vix, Lenny, Salinas and Clube Bossa export to the region.
*Translated by Rodrigo Mendonça
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