New 2022 agreement and main target markets of Fashion Label Brasil

The fashion internationalization program Fashion Label Brasil presents an extension to 2022 and new target markets.

Fashion Label Brasil, a program for the internationalization of Brazilian fashion, which is a partnership between Abest and Apex-Brasil, presented successful indicators in 2021 and selected its new target markets for the next agreement, which will begin in the third quarter of 2022.

The current agrément, extended until April 2022, promotes the positioning of Brazilian fashion abroad, valuing the image of an innovative and contemporary country through professional training, commercial intelligence, branding, and business actions.

Apex-Brasil Sectorial Project

Apex (Brazilian Trade and Investment Promotion Agency) sectoral projects support activities to develop the exporting capacity of companies and promote Brazilian industry in the foreign market.

This support is carried out through initiatives such as business missions, business rounds, support for participation in international fairs, and visits by foreign buyers to Brazil.

The work for the next agreement to take place has already begun and a strategic plan will be put together so that Fashion Label Brasil can provide international support to an increasing number of value-added brands.

The main markets for the next agreement, starting in June 2022.

1. United States of America

2. France

3. United Arab Emirates

4. Japan

5. Italy

6. China

7. United Kingdom

8. Saudi Arabia

USA

The USA is one of the leading nations in the textile and fashion industry. In addition, New York promotes one of the main fashion weeks in the world, with fashion shows, events, and fairs.

In 2021, Fashion Label Brasil and Azzi+Co promoted a Press Day at the New York Fashion Week, on September 16th and 17th. Read more…

Always with superlative numbers, the USA is the largest importer within the sector (US$6.9 billion), being the main destination for Brazilian exports (US$8.3 million), sportswear (US$70 thousand), ready-to-ship designer apparel (US$13.6 million), as well as also being the place with the largest consumer spending within the apparel sector in 2020 (US$13 billion).

FRANCE

Paris, the world’s fashion capital has one of the most disputed fashion weeks, with side events, fairs, and showrooms. Thus, it serves as an important showcase not only for France, but for buyers all around the world.

France was the 2nd largest importer within the sector in 2019 (US$3.6 billion), with the second largest growth (abs.) between 2015-19 (+US$976 million). They are already consumers of Brazilian products, being the 3rd largest destination for Brazilian exports (US$1.6 million) and the 4th largest market for designer apparel (US$6.9 billion) and beachwear (US$765.9 million).

UNITED ARAB EMIRATES

The initiative creates international accessibility and business opportunities for Brazilian industry and the Middle Eastern market.

“Brazil has great potential, and we want to break into the Arab market, which has a demanding public with high purchasing power and who are constantly searching for different and original products. We believe that Brazilian fashion can meet these demands and that is why we chose AFW to present Brazil Noble, a fashion event that adopts the same values that we are taking there. Mainly because it is the only official fashion week in the world that promotes ready-couture and pre-collection, responsible for defining the international luxury fashion industry in Dubai and in the Arab world,” Vincenzo Visciglia, founding partner of AAVVA Fashion.

The UAE are the 2nd largest CMA of consumer spending between 2016-20 (+3.6%), the 3rd largest in symmetrical relative import vocation and the 7th largest market for swimwear in 2020 (US$485.7 million).

JAPAN

Brazil’s 7th main trade partner: with a demanding consumer that is focused on quality, sustainability and luxury, the Japanese market has a lot of growth potential in the post-covid-19 recovery of the world’s economy.

ABEST and ESPM Global Jr – SP promoted a market study of Japan in 2021. The research presented macro and microenvironmental data on the trade relationship between Japan and Brazil. It pointed out opportunities for expanding Brazilian exports in the fashion market.

​​Japan exported US$4.127 billion of Brazilian products in 2020 and imported approximately US$2 billion (global). The most relevant category in the fashion sector was knitted or crochet t-shirts, with US$193 thousand exported (2% share).

Japan remains the 4th largest importer in the sector (US$3.5 billion), the 3rd largest market for sportswear (US$8.2 billion) and the 3rd largest market for designer apparel (US$7.1 billion).

ITALY

Italy is one of the greatest global fashion references, with the Milan Fashion Week, great designers and fashion schools, events, and fairs.

The country was the 5th largest importer in the sector in 2019 (US$2.7 billion), with the 3rd largest growth (abs.) between 2015-19 (+US$761.3 million). It also represents the 5th largest market for designer apparel (US$5.8 billion) and beachwear (US$710.9 million) and the 5th largest destination for Brazilian exports (US$1.2 million).

CHINA

A major global power and with one of the largest consumer populations in the world, China has the highest CMA of total imports between 2015-19 (+16%). It is the 4th largest CMA of Brazilian exports between 2015-19 (+46.5 a.a), the largest outdoor apparel market (excluding jeans) (US$148.5 billion) and the largest in growth projection (abs) of the apparel market 2021-25 (US$67.2 billion).

UNITED KINGDOM

According to data from the Department of Culture, Media, and Sport (DCMS) in Great Britain, the United Kingdom is the 6th largest country in the world that exports creative goods. Considered a global business center where people and companies from all over the world are connected and one of the great exponents of the world’s creative economy, it has among its main attractions and infrastructure, connectivity, and benefits that the country offers for growing businesses.

It was the 2nd largest destination for Brazilian exports in 2020 (US$2.3 million), with the 2nd largest growth between 2015-19 (+US$1.4 million). It is the 4th largest market for handbags (US$1.1 billion) and the 5th largest market for outerwear (US$30.5 billion) and sportswear (US$5.9 billion).

SAUDI ARABIA

Exclusive prints, handcrafted works, colors, and concepts of sustainability and creativity of Brazilian fashion won over the Saudi Arabian consumers.

The country is the 6th largest CMA of consumer spending (1.5% p.y), the 8th largest symmetrical relative import vocation and the 10th largest growth (abs.) of total imports in the sector (+US$294.4 million).

O País é o 6º maior CMA dos gastos do consumidor (1,5% a.a), a 8ª maior vocação importadora relativa simétrica e o 10º maior crescimento (abs.) das importações totais do setor (+US$ 294,4 mi).

Source: Apex-Brasil

About Fashion Label Brasil

Fashion Label Brasil, a Fashion Internationalization Program of Added Value, was created over 17 years ago by ABEST in partnership with Apex-Brasil. Our proposal is to position the image of Brazilian fashion abroad, enhancing the image of an innovative and contemporary Brazil. The program has strategic and commercial promotion activities aimed at the various segments of Brazilian fashion, for both men and women, such as beachwear, activewear, footwear and accessories and jewelry, helping them to expand their operations to the international market.

About Apex-Brasil

The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve these goals, Apex-Brasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as commercial prospective missions, business roundtables, support for the participation of Brazilian companies in major international fairs, visits by foreign buyers and trend setters to get to know the Brazilian productive structure, among other business platforms that also aim to strengthen the country’s brand. Learn more: www.apexbrasil.com.br.

#FashionLabelBrasil #FashionLabel #FLB #Apex #ApexBrasil #Prorrogação #MercadosAlvo

Vert by Vogue Greece

“The sneakers that we find in the wardrobe of those who know fashion”, Vogue Greece.

Vogue Greece published associate Veja in its January 2022 issue, “Fashion Insiders’ Favorite Sneakers.”

 If your goal for 2022 is to adopt a more sustainable approach to style, then choose Veja sneakers from sustainable leather , which combine classic and modern line.

#Vert #Veja #Sustentabilidade #Calçados #Sapatos #Vegano #Ecológico #Vogue #VogueGrécia #VogueGreece

Veja by Forbes

“The Most Fashionable Sneakers To Kick Off 2022 In Style”, Forbes.

Forbes magazine published associate Veja in January 2022, “The Most Fashionable Sneakers To Kick Off 2022 In Style”

“Brazil-based Veja emphasizes fair trade and environmental responsibility in their sneaker production.”

#Vert #Veja #Sustentabilidade #Calçados #Sapatos #Vegano #Ecológico #Forbes

Kate Middleton by Barbara Casasola

“Looks worn by Kate Middleton during her official appearances.”

Vogue France January 2022 published the Duchess of Cambridge, Kate Middleton, wearing Barbara Casasola in “Kate Middleton inspires us for a wedding: the proof in 12 white dresses”.

“On June 12, 2019, the Duchess of Cambridge wore a fitted white dress with bare shoulders by Barbara Casasola.”

#moda #fasion #vogue #voguefrance #barbaracasasola #duquesa #cambridge

Ana Khouri by W Magazine

Ana Khouri jewelry by W Magazine January issue

“After spending time during the pandemic in her home country and becoming reacquainted with its unique, natural materials—rosewood, crystal, and rose quartz— Ana Khouri felt compelled to incorporate them into high jewelry edition pieces.”

W Magazine featured associate Ana Khouri in “The Best Spring Fashion Collaborations and Launches”, by Maxine Wally, Christina Holevas and Andrea Whittle for W Magazine.

“This month, Khouri launches an expanded (albeit still very exclusive) continuation of this project at The Row. The pieces, which include Khouri’s signature ear cuffs along with thick sculptural rings and a delicately stunning choker, are all limited-edition.”

“I have never really liked the phrase “wearable art.” It covers all manner of sin, from the over-designed to the overpriced. However, a designer with a truly artful eye can create items that elevate the aesthetic of the wearer, organically melding the worlds of fashion and art. Ana Khouri falls into the latter category. A favorite jeweler of the fashion world (I see her earrings on the coolest editors and “It” girls all over town), Khouri, who studied sculpture prior to working in jewelry, is based in New York but originally hails from Brazil.”

#anakhouri #moda #joias #joalheria #wmagazine #fashion #abest #apexbrasil #fashionlabelbrasil

Do you want to export?

Professional training for the international market: pricing and competitiveness

One of the most important aspects to define the competitiveness of a product in the global market is the determination of the export price.

During the pricing process, it is essential to consider the market’s details and tax aspects, as well as production and distribution costs. It is also important to position the product in order to highlight its perceived value.

Value proposition is a basis for this calculation and the establishment of the export price must be preceded by a detailed study of production costs and market conditions. This enables for the development of contracts and builds long-term partnerships.

Perceived Value

How much is the market willing to pay for your product or service? This perception of value by the consumer is one of the points that companies often overlook when pricing for exporting.

Pricing strategy is fundamental and represents the compatibility between the company’s profitability and the market value. The product must always have a margin of positive contribution in accordance with the profit expectations set by the company’s overall budget.

A good pricing strategy for products and services considers and analyzes the aspects that should contribute to the price setting process in depth, such as taxing, financial and market aspects, in addition to considering the consumer’s perception of value.

Value Positioning

●      Understand your value to the customer. In order to find out how much your company should charge the customer, it isn’t enough to calculate the profit margin based on your variable and fixed costs;

●      Find out what makes your product or service unique;

●      Increase the price;

●      Know where to promote your work;

●      Focus on quality.

Improve the ability to argue, negotiate, and compete to increase exportations.

Fernando Santos Eduardo, consulting partner at Aquila International Business, presented the tools to operate in the international market and improve argumentation in the negotiating process during the ‘Pricing for Exports’ course.

“The main difficulty that Brazilian companies currently face in the pricing of their products for exporting is definitely the lack of knowledge on how to format these prices. It isn’t enough to simply use the wholesale price in reais and divide it by the dollar exchange rate of the day. That is not going to be the price for exportation and it is a big mistake that companies make, causing them to lose international competitiveness. Having said that, pricing involves more than just taxing, fiscal and financial factors, but also knowledge of international negotiation techniques, knowledge of the different cultures, perception of international marketing strategies and, mainly, market knowledge.”

Competitiveness

Five pricing tips:

  1. Reorganize the domestic market price by reviewing production costs.
  2. Develop a competitive price and observe international and domestic competition.
  3. Know the exemptions and benefits for exports.
  4. Understand if your price is compatible with the product that is offered.
  5. Have a margin for negotiation with international customers.

“Pricing is very important within the international market where the company needs to have a notion of international negotiation, in order to be able to price correctly. Different markets may require different aspects related to the delivery of the product.

Some countries would rather deliver to their own country. However, there are others that have a logistical convenience, they already negotiate with Brazil, so they may be able to pick up the goods here or even have a local agent on the ground,” Fernando Santos Eduardo.

#Precificação #Exportação #Capacitação #Posicionamento #Negociação #Competitividade

Fashion brands and Home line

Fashion Label Brasil associates sign the Home line

“Home is another category that many might not know exists, however several designers have transcended from the catwalk to the couch with collections of furniture, decor, wallpaper and more”, Forbes.

The associated brands Água de Coco, Akra Collection, Amanda Medrado, Camila Vieira, Catarina Mina, Isolda, Martha Medeiros, Misci, Paola Vilas, Ryzí and Serpui present a development in the active fashion market, the Home line.

“Today, decorative design is everywhere, not least on Instagram where everyone from successful entrepreneurs to digital influencers can’t seem to stop posting images of trendy hotels, dinner tables and flower arrangements. The opportunity has certainly not been lost on fashion and luxury brands who are actively tapping the luxury end of a furniture and homeware market”, Business of Fashion.

Água de Coco

Água de Coco is a beachwear brand that represents Brazilianness in the foreground, the art and national culture’s wealth.

“Always have a part of the beach in your home décor.

Are you in love with the freedom that the beach inspires and do you feel that your home can be even more full of light and joy with this feeling that the sands and the sea convey?

Água de Coco is also passionate about this unique and attractive atmosphere, that is why we bring inspirations from the bottom of the sea in items to prepare, serve, and decorate different corners of your home, with multiple possibilities of combinations and arrangements filled with originality.

You will be delighted by our line of home items that transform environments, making them even more charming.”

Akra Collection

Samuray Martins promoted the Akra Project, an initiative to benefit national crafts and the slow fabric sustainability market.

“The results are handbags and homewear items created by Samuray in partnership with craftsmen and produced in the communities that are a part of the Akra Project, aiming to foster a network of socioeconomic improvement, generating income, jobs, and education for the regions that the initiative is serving.”

Amanda Medrado

Amanda Medrado creates handcrafted accessories using natural resources and sustainable raw materials from the Northeast region of Brazil.

“Regionalism and good stories are the essence of our collections. The fun, creative, and conscientious design expresses our “sophisticated” style and our passion for art and innovation.”

Camila Vieira

Camila Vieira translates the connection and beauty of crystals and their energy sources into unique decoration accessories.

“Nature as a source of inspiration with your soul.

They are more than just decorative items, they are unique products, with an essence that respects shape, color, and sensation…

They are small details cut to keep their unique shape intact, making them unique and beautiful.”

Catarina Mina

The brand from the state of Ceará, Catarina Mina, expresses its sustainable and artisanal essence in the manifesto “Casa Corpo Vivo”, a collection of lamps for the home that carry the culture of the northeast region, and in the line “Olê de Casa”:

“’Ô de casa’

‘Ô de fora’

We greet each other like this, with our neighbor, with our friends, with our relatives. “Olê de Casa” is a name that evokes this: the opening of the doors to host.

Coasters and placemats made with all the heritage and richness of the bobbin lace to put beauty on the table, in the living room, at home.

Open the door for “Olê” to enter.”

Isolda

Isolda introduced a new upcycled line in 2021:

“We are reusing, recycling, reinventing from the leftover materials that already exist in our collection. The upcycled fabrics gained new life in the form of pajamas, masks, placemats, aprons, and others to come.”

The brand’s prints and the look and décor experience of the company Bossanova created a collab of mini capsule collections throughout the year, on commemorative dates.

“Starting from mutual admiration, the two brands come together for the first time in order to develop a collection of pieces to decorate the table. Isolda’s unmistakable hand-painted prints gain a new refined look through Bossanova, which brings years of experience decorating the most exclusive parties and events in São Paulo.”

Martha Medeiros

Martha Medeiros created the Pop-Up House Martha Medeiros in the luxury suite at the Tangará Palace, in São Paulo.

“A dream suite in a royal palace. It is not just for sleeping, it’s for dreaming of a world full of love and art.”

The collection features Renaissance knit and lace pillows, bedspreads, domes for lamps, the entire line of pure steel and gold-plated Mandacaru flower, lacy cups, and goblets as well as the top table line.

Misci

“Misci introduced a new concept that includes clothing and furniture in the same creative process, starting from the experience and discoveries of Airon’s own path.”

The Misci brand expresses the miscegenation of aesthetic elements in the design of clothing, accessories, and furniture.

“Misci proposes a different time for the launch of products that transcends the traditional calendar of the fashion industry, respecting the designer’s creation cycle, the production chain, and also the consumers, used to the speed of trends and consumption.”

Paola Vilas

“Paola Vilas represented the unfolding of the conceptual universe and the brand’s visual language in furniture items: “sculptural pieces that celebrate the feminine, promote portals to a world without limits between imagination and matter, and present a contrasting dialogue between materials such as brass, iron, and the Brazilian rocks.”

“Giving life to furniture, subverting the way we perceive our surroundings. Take us out of the monotony of daily experience, subverting the way we perceive our surroundings and transporting us to a universe where everything is possible.”

Ryzí

Ryzí Translated the brand’s identity into the first Ryzí Home collection, a line of 3D candlesticks.

“We started with handbags, but the idea is to be in all the areas of design, from architecture to clothing. As creative director, having this freedom to create is very magical”, Luiza Mallmann.

Serpui

SERPUI signs a collection of accessories for decorating and creates a complete experience, SERPUI HOUSE: placemats and napkin holders.

“Creating a complete experience has always been in SERPUI’s plans. When someone buys one of our handbags, they are buying more than a fun and unique item or a leisurely moment during the summer. They are buying an experience. With that same mindset, designer Serpui Marie launched SERPUI HOUSE, a collection of table accessories that will bring the SERPUI aesthetic to your home.”

#Fashion #Moda #Design #LinhaHome #Home #HomeDecor #Decoração #ÁguadeCoco #AkraCollection #AmandaMedrado #CamilaVieira #CatarinaMina #Isolda #MarthaMedeiros #Misci #PaolaVilas #Ryzí #Serpui

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CONTACT

Av. Paulista, 1842 – North Tower – Sala 155
São Paulo/SP – CEP 01310-945

claudia@abest.com.br
www.abest.com.br

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