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
“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
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:
“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
“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 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.”
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 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.”
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 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 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 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 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 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 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
Vogue Scandinavia featured associate Veja in the December 2021 issue, “A sustainable gift guide for a green Christmas”
“Not only fashionable, Veja’s shoes are all about function. Crafted in recycled materials, the Alveomesh technical fabric ensures the shoe’s breathability, flexibility, and lightness.”
#Vert #Veja #Sustentabilidade #Calçados #Sapatos #Vegano #Ecológico #Vogue #VogueScandinavia
Marie Claire promoted associate Veja in the December 2021 issue, “Christmas 2021: the best gift tips for fashion and beauty lovers”.
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
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
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
“The nuances have changed, the silhouettes are increasingly being studied, materials are ecological and respect the environment. The productive chain of sustainable fashion trends is extended to vegan shoes. In fact, more and more international brands are focusing on the production of shoes and footwear with low environmental impact. Vegan leather, innovative materials that do not harm nature, with new formulas and shades. Thus, which brands to focus on when it comes to buying trendy vegan shoes? New and established brands that have always strived to make sustainable shoes. Here you will find Harper’s Bazaar selection.”
Harper’s Bazaar Italia presented the associate Veja in the December edition, “Vegan shoe brands on the verge of being discovered in the winter of 2020.”
#Vert #Veja #Sustentabilidade #Calçados #Sapatos #Vegano #Ecológico #Harper’sBazaar #Harper’sBazaarItália
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