White Milano “Sign of the Times”

“Key omnichannel platform for fashion operators, leader in the universe of information and international networking, with a consolidated strength able to connect nieche brands, contemporary fashion, business.”

White Milano, the main Trade Show at Milan Fashion week, presents the brands Fashion Label Brasil, Thais Bernardes and Dotz from February 24th to February 27th, 2022.

The international fashion fair fosters the connection between companies, buyers, and showrooms in the Tortana Fashion District.

“Sign of the Times” Concept

“Sign of the Times comes from a need of creating something new, for us and for all of you. Sign Of The Times means accepting how times are changing and how much we are willing to be part of it through new projects and revolutionary ideas that give voice to the dreams of new generations”; “The world requires a new vision, a new point of view, to rethink together a new era of fashion, kinder and less hectic, for the individual and the environment. TIME, time, is an essential value. Let’s take care of our time together.”

About ABEST

Created in 2003, the Brazilian Association of Fashion Designers (ABEST) aims to strengthen and promote Brazilian design and fashion. Its main purposes is to help the development of Brazilian brands with international reach and guarantee the authenticity and creativity of every single one of them, in addition to promoting the Brazilian lifestyle, thus contributing to the growth of all the segments linked to fashion. Currently, ABEST, which is a non-profit organization, has 120 brands from all over Brazil that export products to 57 countries. Moreover, it constantly carries out strategic approaches to expand its penetration throughout new markets around the world and strengthen relations with those it has already conquered.

About Fashion Label Brasil

Fashion Label Brasil, an added value Brazilian fashion internationalization program, was created in 2003 by ABEST in partnership with ApexBrasil, and its proposal is to position the image of Brazilian fashion abroad, enhancing the image of an innovative and contemporary Brazil. The program has strategic activities – Buyer and Image Project, International Fairs and Fashion Shows, Showroom Project, in addition to special initiatives – to expand penetration in new markets around the globe and strengthen relations with those already conquered.

About ApexBrasil

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. The agency carries out diversified trade promotion initiatives that are aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, visits by foreign buyers and influencers to learn about the Brazilian structure of production, among other business platforms that also aim to strengthen the Brazil brand. ApexBrasil coordinates efforts to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for the development of the competitiveness of Brazilian companies and the country.

#whitemilano  #feirawhitemilano #feirawhite #fashionweek #milanfashionweek #milanofashionweek #moda #fashion #thaisbernardes #dotz #apexbrasil #abest #fashionlabel #fashionlabelbrasil

Coterie NY features Fashion Label Brasil brands from February 27th to March 1st, 2022

“From high-end brands to affordable luxury, COTERIE New York brings together emerging and well-established brands in contemporary women’s market.”

The American market is one of the main leaders in the textile and fashion industries. Always with superlative numbers, the US is the largest importer in the sector, (US$ 6.9 billion), the main destination for Brazilian exports (US$ 8.3 million), the leading market for sportswear (US$ 70 thousand), the largest ready-to-ship designer clothing market (US$13.6 million) and had the greatest consumer spend in the clothing sector in 2020 (US$13 billion).

In this context, COTERIE New York promotes exclusive experiences, connectivity, and luxury trends. The major players in the market will all be gathered at Javits Center between February 27th and March 1st, 2022.

Fashion Label Brasil brands that will take part in this COTERIE edition include Serpui, Gissa Bicalho, Catarina Mina, Sabine Arias, Nádia Gimenes, Andreza Chagas and Lavish. They will promote their products to retailers and influencers, as well as national and international media.

Coterie takes on 2022 with a hybrid approach, designed to offer a wider range of products and points of connection for the industry. Besides the activations, Coterie offers an educational program focused on sustainable business practices, similar to what was carried out in the early 2021 edition.

The digital platform powered by AI will bring a more efficient and personalized experience. In addition to in-person events, the digital platform will also be available before, during and after the scheduled dates for the 2022 fair, which will expand the “opportunities for discovering, buying, and connecting brands with consumers.”

“The vision for our community is that both live and digital formats are used in concert with one another, with the benefits of both driving forward an entirely new way to conduct business—growing their business more efficiently and more effectively than ever before,” said Courtney Bradarich, VP of contemporary women’s events for Coterie.

The fair will also be held in Miami in July 2022 during Swim Week. Destination: Miami by Coterie will have holiday-inspired products for a range of audiences.

“As part of our ongoing efforts to not only positively affect change within our own operations and practices, as an industry connector for the advanced contemporary market, our mission is to create more meaningful dialogue around broader industry topics, such as sustainability, in addition to being a larger business resource to educate, empower, and spark creativity within the communities we serve,” Bradarich added.

The participation of Brazilian brands not only increases sales, but also brings more visibility to our products in the international market. Buyers from all over the world will be looking for fashion products with authorial designs, personality, and quality.

“COTERIE New York, the most important market event for contemporary and contemporary women’s fashion.”

About ABEST

Created in 2003, the Brazilian Association of Fashion Designers (ABEST) aims to strengthen and promote Brazilian design and fashion. Its main purposes is to help the development of Brazilian brands with international reach and guarantee the authenticity and creativity of every single one of them, in addition to promoting the Brazilian lifestyle, thus contributing to the growth of all the segments linked to fashion. Currently, ABEST, which is a non-profit organization, has 120 brands from all over Brazil that export products to 57 countries. Moreover, it constantly carries out strategic approaches to expand its penetration throughout new markets around the world and strengthen relations with those it has already conquered.

About Fashion Label Brasil

Fashion Label Brasil, an added value Brazilian fashion internationalization program, was created in 2003 by ABEST in partnership with ApexBrasil, and its proposal is to position the image of Brazilian fashion abroad, enhancing the image of an innovative and contemporary Brazil. The program has strategic activities – Buyer and Image Project, International Fairs and Fashion Shows, Showroom Project, in addition to special initiatives – to expand penetration in new markets around the globe and strengthen relations with those already conquered.

About ApexBrasil

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. The agency carries out diversified trade promotion initiatives that are aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, visits by foreign buyers and influencers to learn about the Brazilian structure of production, among other business platforms that also aim to strengthen the Brazil brand. ApexBrasil coordinates efforts to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for the development of the competitiveness of Brazilian companies and the country.

#coterie #feiracoterie #feiracoterieny #coterieny #moda #fashion #coterienewyork #serpui #gissabicalho #catarinamina #sabinearias #nadiagimenes #andrezachagas #lavish #apexbrasil #abest #fashionlabel #fashionlabelbrasil

Brazilian Footwear and Fashion Label Brasil partnership

Abest and Abicalçados in partnership with Apex-Brasil sign an agreement to boost international sales.

Joint effort: PARTNERSHIP Agreement

“The partnership between the sectoral projects supported by Apex-Brasil is of great importance. Many companies can have access to different opportunities for internationalization purposes,” Aurea Yamashita, Fashion Label Brasil.

A partnership agreement was signed in February 2022 through which Abest proposes to organize the participation of companies associated with ABICALÇADOS/Brazilian Footwear and that are interested in the events promoted by Fashion Label Brasil. Events include international fairs, fashion shows, showrooms, and special initiatives to expand penetration throughout new markets around the world and strengthen relations with those it has already conquered. This provides sufficient personnel for the institutional assistance of the exhibiting companies and supports the participation of Abicalçados‘ companies in international activities, whenever possible.

The same happens with ABICALÇADOS, which must organize the participation of ABEST/Fashion Label Brasil member companies and that are interested in the initiatives promoted by them, providing sufficient personnel for the institutional assistance of the exhibiting companies and supporting the participation of companies in the international activities, whenever possibe.

This partnership is yet another way that Brazilian Footwear and Fashion Label Brasil found to join forces in bringing information and disclosing opportunities to all companies involved in the two internationalization projects.

Fashion Label Brasil and ABEST

ABEST, the Brazilian Association of Fashion Designers, represents an added value Brazilian fashion design in different segments to strengthen and promote brands in the national and international markets.

“Our mission is to be a global spokesperson for Brazilian Fashion Design, using the country’s creative diversity as an element of integration, as well as a way of aggregating value and translating society’s cultural transformation.”

Fashion Label Brasil‘s (Brazilian Fashion Internationalization Program) Proposal, a partnership between ABEST and APEX-BRASIL (Brazilian Trade and Investment Promotion Agency) is to position Brazilian fashion abroad, promoting the image of a plural country, one that is innovative and contemporary.

Brazilian Footwear and ABICALÇADOS

ABICALÇADOS, the Brazilian Footwear Industries Association, represents the national footwear industry and acts in defending commercial trade, as well as better competitive conditions for production in Brazil.

Brazilian Footwear is the sectoral project between Abicalçados and Apex-Brasil to increase exports of Brazilian footwear brands through developmental actions, commercial and image promotion in the international market.

Apex-Brasil and Sectoral Projects

Apex-Brasil, the Brazilian Trade and Investment Promotion Agency, works to position Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy.

The sectoral projects from Apex support activities to develop the companies’ exportation capacity and promote Brazilian industry in the foreign market through initiatives such as promoting events, fairs, courses, and business development missions.

#FashionLabel #FashionLabelBrasil #Abest #FLB #BrazilianFootwear #ApexBrasil #ABICALÇADOS #Parceria #ProjetosSetoriais

BFN: tendência e inovação da moda brasileira no mercado internacional

“The project focuses on digital promotion of Brazilian brands in the international market, in addition to strengthening its performance and increasing sales through a customized commercial reach.”

Apex-Brasil (Brazilian Trade and Investment Promotion Agency) and ABEST (Brazilian Association of Fashion Designers) promote Brasil Fashion Now in the international platform B2B BLANC Fashion, to position Brazilian brands in the international market.

BLANC Fashion

The platform offers an intuitive interface to sustain strategic decisions and promote creativity in a structured and professional way.

“It is a digital platform built for the future of fashion;” “It is an innovative way of doing wholesale business. We combine and connect fashion brands with global retailers in the simplest way, so that everyone can benefit from it.”

Originality, Trends, and Plurality

“An international buyer acquires a brand for the first time to test not only the product in the market, but also the brand’s credibility and deliverability. Throughout the collections, it is possible to see how these relationships and partnerships are created,” says Aurea Yamashita, Fashion Label Brasil.

Brazil Fashion Now explores originality, trends, and innovations of Brazilian fashion to 16 thousand international buyers from 90 countries registered on the exclusive landing page of BLANC Fashion.

“In addition to being in the forefront of digital trends with regard to international promotion, Brazil Fashion Now also presents Brazilian fashion to European and North American buyers in all of its plurality and diversity: ranging from clothing of the most diverse segments to accessories and footwear, including companies of the different sizes. In addition to learning a lot from the experience of being a part of an international digital platform, it is certainly a unique opportunity for Brazilian brands to obtain commercial gains and international recognition”, says Mariele Christ, Apex-Brasil.

#BFN #BrasilFashionNow #FashionLabel #FashionLabelBrasil #FLB #Apex #ApexBrasil #Blanc #blancfashion

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

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

Press Day NY, new networking and connectivity experiences

Press Day presented the current collections of Brazilian brands at the New York Fashion Week

Fashion Label Brasil, ABEST and Apex-Brasil’s Brazilian Fashion Internationalization Program, and the Azzi+Co showroom promoted Press Day NY at the New York Fashion Week, NYFW, on September 16th and 17th.

Press Day presented the new collections of Brazilian brands: Betina de Luca, Cecília Prado, Juliana Sanmartin, Lenny Niemeyer, Maria Frering, Ostra, Room, Serpui, Triya, Vanda Jacintho and Waiwai.

The return of the in-person event developed the image of Brazilian brands for 32 visitors from the main media and international influencers and generated 52 clippings on Instagram.

Media and Influencers:

US Publications

The Editorialist, Vogue, WWD, WSJ, Coveteur, Harper’s Bazaar, Hearst Group, Town + Country, Financial Times, Cosmopolitan, ELLE, Daily Front Row, Women’s Health, Seventeen, Elle Decor, Veranda, Bustle, Grazia, Who What Wear

International Publications

Vogue México, El Tiempo, Elle Brasil, Elle México, People en Español, Vogue Brasil, Harper’s Bazaar BR

Influencers

Ucha Meirelles: Vogue Brasil; Tanya Ortega: Vogue México & Brasil; Cristiane Peixoto: Harper’s Bazaar BR; Julia Kananovich: Fashion stylist; Monica Sordo: Designer; Melissa Vale: Influencer; Jaclyn Palermo: Hearst; Claudia Rondon: Influencer/Fashion stylist; Andrea Zendejas: Hearst Magazine; Camille: Influencer; Titina Penzini: Hola USA; Amanda Rezende: Influencer; Miriam Pritzer: L’Officiel Brasil; Lauren Hanmann: Influencer

The Importance of Press Day

Press Day is an important tool for promoting and positioning Brazilian brands in the international market.

The return of in-person events creates networking experiences and enhances branding for the main medias and influencers in the fashion world.

“The event was excellent. Not only was the curatorship of the participating brands amazing, but also the structure that was set up by AZZI+Co and the quality of the guests. This type of event should happen more often so that opinion makers and journalists can get to know the brands even better,” says Ana Luiza, a representative of the brand Lenny Niemeyer.

About ABEST

Created in 2003, the Brazilian Association of Fashion Designers (ABEST) aims to strengthen and promote Brazilian design and fashion. Its main purposes is to help the development of Brazilian brands with international reach and guarantee the authenticity and creativity of every single one of them, in addition to promoting the Brazilian lifestyle, thus contributing to the growth of all the segments linked to fashion. Currently, ABEST, which is a non-profit organization, has 120 brands from all over Brazil that export products to 57 countries. Moreover, it constantly carries out strategic approaches to expand its penetration throughout new markets around the world and strengthen relations with those it has already conquered.

About Fashion Label Brasil

Fashion Label Brasil, an added value Brazilian fashion internationalization program, was created in 2003 by ABEST in partnership with Apex-Brasil, and its proposal is to position the image of Brazilian fashion abroad, enhancing the image of an innovative and contemporary Brazil. The program has strategic activities – Buyer and Image Project, International Fairs and Fashion Shows, Showroom Project, in addition to special initiatives – to expand penetration in new markets around the globe and strengthen relations with those already conquered.

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. The agency carries out diversified trade promotion initiatives that are aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, visits by foreign buyers and influencers to learn about the Brazilian structure of production, among other business platforms that also aim to strengthen the Brazil brand. Apex-Brasil coordinates efforts to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for the development of the competitiveness of Brazilian companies and the country.

#PressDay #PressDayNY #semanademodadeNovaYork #NewYorkFashionWeek #NYFW #BetinadeLuca #CecíliaPrado #JulianaSanmartin #LennyNiemeyer #MariaFrering #Ostra #Room #Serpui #Triya #VandaJacintho #Waiwai

THE AGE OF EXPERIENCE: what consumers look for in physical stores

“With the acceleration of e-commerce, what will be the future of physical stores?” Think with Google.

In the article “Physical stores and the (re)connection of people and spaces”, we talk about the role of the physical store as a fundamental element for increasing online sales. Studies carried out by some brands clearly show that omnichannel strategies should become part of the strategy and that there is a direct relationship between the increase in online sales in the same region as the physical store.

“Physical stores will not disappear, but they will be transformed. In this context, the future of online stores is directly related to omnichannel (…) Omnichannel retailers will take the lead. Being omnichannel is no longer a differentiator, it is essential”, Think with Google.

The key is having omnichannel or phygital perspectives. Phygital is a new term that has been used to indicate the integration of physical and online experiences. The best medium takes the consumer’s needs into account.

Isabela Capeto + Melissa Exhibition and Experience

The Melissa Gallery at Oscar Freire Street in São Paulo has a new installation that explores the collab between the brand and the stylist Isabela Capeto and her daughter, Chica Capeto.

“To launch this collab, inspired by the PANCs, Studio Vingú proposes an installation/garden overflowing with sinuous shapes and volumes, from the atrium to the interior of the Gallery. Flowers and zodiac signs float over the exhibition space, creating a floral and luminous atmosphere. A green lounge was also placed in the installation, creating an area to experiment the products. The goal is to bring an urban touch, showing that nature and colors always persevere, even in unpredictable scenarios”, Finíssimo platform.

The installation presents elements that were inspired by PANCs (Non-Conventional Food Plants) and by Brazilian flora in general.

“Specialists and research institutes point out that the trend for physical stores is now to change concepts and become a space for experiences, a showroom to attract customers. In fact, before the pandemic, Melissa was already making investments to transform its physical stores into a provider of omnichannel experiences, connected to other mediums, including digital”, Fíníssimo.

Reversal of paths: digital brands invest in physical retail

This is a recurring theme in current days. The content platform FFW carried out research to understand how the market was behaving and interviewed brands that recently presented new addresses.

A study made by the National Confederation of Commerce of Goods, Services and Tourism (CNC) revealed that 75.2 thousand stores had closed their doors in Brazil in 2020.

Even though everything indicates the future of retail in e-commerce, the fashion market witnesses an opposite path: digital brands invested in opening new physical stores and flagships.

Why to invest in a physical store in current times?

“I think the physical store delivers an experience of immersion in the brand’s universe, which complements the online experience”, says Ana Luísa Fernandes, from Aluf.

“The creation of a new store represents the beginning of a new phase, in which we seek to expand our audience’s contact with the collective imagination of our universe. It is the beginning of the slow and hopeful walk back to physical spaces. After a period of introspection, new relationships with the environment are born”, says Marcella Franklin, from Haight.

“Although digital commerce has shown exponential growth in virtually all segments during this period, we believe that this resumption of commerce is now an opportune time for brands to explore what they really are, along with their values, their purposes, and their essence, through purchasing experiences, personalized service, a differentiated environment, connecting with your customers in every way. There is nothing more suitable for this dynamic of experimentation and engagement than a physical store”, says Gustavo Belloc, from Deus Ex Machina.

Therefore, the physical space is seen as an experience for the new way of consuming.

Is there a new role for physical stores at this point?

“The physical space allows for other layers of dialogue, bringing Haight closer to those who speak to the brand, while we understand the new dynamic of reopening the world together”, Marcella Franklin, from Haight.

“It is not a store, it is an experience”, says Airon Martin, from Misci.

“More than ever, we are talking about experience stores, which is much more than just another physical store”, Ana Luísa Fernandes, from Aluf.

#LojasFísicas #Pandemia #Covid-19 #LojasFísicasPósPandemia #Varejo #VarejoFísico #Omnichannel #Melissa #Isabela Capeto #Chica Capeto #Think with Google #Haight #Misci #Aluf #Deus Ex Machina #FFW #Finíssimo

Physical stores and the (re)connection of people and spaces

“The role of a physical store goes far beyond the sale per square meter. The on-site retail is the heart of the connection between brands and people,” says Camila Salek, columnist for Harper’s Bazaar Brasil.

With the reopening of public spaces and greater circulation of people, we are witnessing a search for reconnection, in which experiences play a fundamental role. Thus, the fashion market directs its efforts to attract customers back to their physical spaces and bring them closer to the brands.

Omnichannel is here to stay. That is, the digital space that many brands conquered during the pandemic will not be lost, but even so, brands must, need, and want to provide unique moments to consumers who are looking for these experiences in their physical stores.

Discussions about the future of the post-pandemic physical store

Traditional retail determines the value of your store by the amount of products sold – “sales per square meter.” So, the new retail explores the potential of opportunities in the integrated physical and digital channels.

Some studies made by brands that integrated their channels point to the “Halo Effect:” increase in online sales in the same region as the physical store, that is, the physical space as a stage and media for the brand influences the performance of digital sales through geotargeting.

“Have you ever stopped to evaluate your store’s result as a medium? Retail futurist Doug Stephens, in his latest book called Resurrecting Retail: The Future of Business in a Post-Pandemic World, made a very interesting provocation by saying that brands pay for their ad impressions on digital channels, but do not use the same logic to measure the impression of a campaign or product displayed on physical stores,” Camila Salek.

Reimagining stores for the next retail standard: redefining the store’s role and revamping operations for the post Covid-19 future.

The pandemic changed consumer behavior and the market needs to understand what the new consumer behaviors are.

Strategic imperatives to prepare for the next normal

In order to survive and thrive in the post-coronavirus world, stores must fundamentally change the way they operate on both sides of the P&L (statement of profits and losses).

Strategic Imperatives:

1 – Radically accelerate omnichannel integration: gain a deep and up-to-date understanding of customer preferences; imagine a new function for the stores.

The pandemic has driven new omnichannel initiatives for large and small retailers. The omnichannel integration is the current bet for the new standards that are being set.

“In our survey of US apparel executives, 76 percent said they plan to improve omnichannel integration in stores”, McKinsey & Company.

To initiate this integration, retailers can consider the following actions:

– Redefine the role of the store. More than ever, stores need to deliver customer experiences; looking to deliver a superior product discovery experience and provide access to exclusive merchandise.

– Offer basic notions of omnichannel service.

– Build an omnichannel team.

– Enable personalization of touch points in the store. “If store associates have access to customer data generated both offline and online (for example, data on loyalty and purchase behavior across channels), they can tailor their customer interactions accordingly. Even customers that start and end their journeys online can then receive personalized attention in stores.”

2- Reimagine the point-of-sale operations to reflect the new reality: redefine the cost structures of the store and prepare your workforce for the next normal.

Redefine the cost structure of the store: simplify operations and rebalance cost allocation in order to support the growing volume of omnichannel activities.

– Change the complexity. The leaders of store operations must collaborate with the merchandising function to redefine the frequency of restocking and the minimum stock levels to reflect post-crisis sales and traffic.

– Quickly digitalize and automate work without added value.

– Improve the omnichannel touch points.

– Introduce contactless self-service capabilities for omnichannel transactions. “We’ve found, for example, that 60 to 70 percent of the typical retailer’s returns process can be digitized”, McKinsey & Company.

Prepare the workforce for the next “normal”

A McKinsey & Company survey with specialized apparel and retail executives showed results: 75% indicated that their companies laid off or fired store employees since the beginning of the crisis. During the recovery period, retailers must shape their future workforce to support the store’s new role and improve flexibility of their employees, preparing for potential recurrent and virus-related stoppages.

– Retain pre Covid-19 talents.

– Improve training and integration.

– When rebuilding the store teams, rethink the composition of the workforce.

– Improve employee flexibility.

3- Optimize the store network through omnichannel performance.

“In our survey, 53 percent of respondents said they expect to close underperforming stores in the aftermath of COVID-19”, McKinsey & Company.

Retailers must incorporate their future perspectives (or projections) into their reopening plans – make decisions through an omnichannel perspective of long-term store performance; to better understand the true economic value of a sales point, a retailer should modify the store’s P&L to include its e-commerce arm.

“A forward-looking omnichannel view of each store’s performance should incorporate postcrisis traffic projections and the retailer’s envisioned role for the store”, McKinsey & Company.

#LojasFísicas #Pandemia #Covid-19 #LojasFísicasPósPandemia #Varejo #VarejoFísico #McKinsey&Company #McKinsey #Harper’sBazaarBrasil #CamilaSalek #Omnichannel

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