“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.”
https://fashionlabelbrasil.com/wp-content/uploads/2022/01/image-3.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2022-01-26 23:13:422022-01-26 23:17:25Ana Khouri by W Magazine
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:
Reorganize the domestic market price by reviewing production costs.
Develop a competitive price and observe international and domestic competition.
Know the exemptions and benefits for exports.
Understand if your price is compatible with the product that is offered.
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.
https://fashionlabelbrasil.com/wp-content/uploads/2022/01/precificação_01.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2022-01-25 09:39:332022-01-25 09:48:27Do you want to export?
“A sustainable gift guide for a green Christmas”, Vogue Scandinavia.
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 shoes by Marie Claire Netherlands December 2021 issue
Marie Claire promoted associate Veja in the December 2021 issue, “Christmas 2021: the best gift tips for fashion and beauty lovers”.
https://fashionlabelbrasil.com/wp-content/uploads/2022/01/vert_marieclaire.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2021-12-26 23:52:242022-01-27 00:19:41Vert by Marie Claire Netherlands
“The unique designs, the plurality and the varied cultures mean the creations are unique. Discover the best of the country’s trends and innovations.”
Apex-Brasil (Brazilian Trade and Investment Promotion Agency), ABEST (Brazilian Association of Fashion Designers), Abit (Brazilian Textile and Apparel Industry Association), and Abicalçados (Brazilian footwear Industries Association) promoted Brasil Fashion Now to position Brazilian fashion brands in the international market.
“BFN is a democratic project, an excellent opportunity for brands. For those who have never had any experience with the international market, it offers an enormous learning experience about what it means to take the step towards internationalization, from several important perspectives – such as, for example, seasonality, brand building, collection, price composition, and vocabulary. Even the participation in physical events does not provide this kind of understanding. For brands that already have some type of distribution, the project is an opportunity to be in a channel that serves all the needs for continuity and expansion of your business in a consistent way, cutting steps along the way, reducing costs, and improving processes. With the continuity of the project, now in its third edition, we can see the realization of these relationships that have been cultivated, boosting Brazilian brands around the world”, Manoela Amaro, CEO and Co-Founder of BLANC.
“BLANC is a powerful sales tool used by prominent brands around the world. It supports online businesses by helping them expand their sales to global markets, offering a wholesale management solution. BLANC proposes an innovative way to shape companies for digital wholesale.”
The platforms offers an intuitive interface to support strategic decisions and is a way to showcase creativity in a structured and professional manner to retailers around the world.
Digital Promotion and Exhibition for the International Market
Brazilian brands promoted results in the total amount of USD 94,669.00 and USD 444,000.00 for future expectations.
“The project focuses on the digital dissemination of Brazilian brands in the international market, in addition to strengthening their performance and sales through a customized commercial reach.”
About ABEST
The Brazilian Association of Fashion Designers, created in 2003, aims to strengthen and promote Brazilian design and fashion. Its main purpose is to help the development of Brazilian brands with international reach and guarantee their authenticity and creativity, in addition to promoting the Brazilian lifestyle, thus contributing to the growth of all segments linked to fashion. Currently, ABEST, which is a non-profit, has 120 brands from all over Brazil that export products to 57 different countries. Also, it constantly carries out strategic actions to expand its penetration in new markets around the world and strengthen relations with those that are already established.
About Fashion Label Brasil
Fashion Label Brasil, a Fashion Internationalization Program of Added Value, was created in 2003 by ABEST in partnership with Apex-Brasil, whose 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 activations – to expand penetration in new markets and strengthen relations with those that are already established.
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 opinion setters to get to know the Brazilian productive structure, among other business platforms that also aim to strengthen the country’s brand.
https://fashionlabelbrasil.com/wp-content/uploads/2021/12/BFN2.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2021-12-15 20:38:232021-12-16 09:02:45Brasil Fashion Now brought together 17 Brazilian brands in its second edition
Three FLB brands participated in the SPFW 52nd Edition
São Paulo Fashion Week presented the 52nd edition in a hybrid format, 27 in-person shows and 24 fashion films, from November 16th to the 21st.
The event at the Brazilian Cultures Pavillion, at the Ibirapuera Park, promoted ABEST member brands: Ronaldo Fraga, Modem, Lilly Sarti, Misci, Neriage, Depedro; the Lenny Niemeyer brand presented Lenny Niemeyer 30 years old at Caminho Niemeyer, in Rio de Janeiro; and associate Manolita developed four new models for the Aluf brand fashion show.
Misci
“I SAW YOU AT FUXICO LANCHES. It was another world inside. There were people from all over the country. The same shapes, the same colors. There was even a gringo speaking Portuguese and dancing forró after two and a half Heinekens.”
Misci presented the 22 FUXICO LANCHES winter collection at the brand’s first physical fashion show.
“We have seasoned mayonnaise
A dive into a pictorial context and setting that is part of the Brazilian’s daily life, the lanchonetes.
These highly subdued spaces bring together the most diverse types – families, neighbors, and friends, that drunk person from the neighborhood…the list goes on. All of it in one space. These environments also give room to an atmosphere of sensuality and romance that is impacted by music and perfumes from the many people who pass by.
Each with its own personality, each with its unique spice.”
On Vogue’s website
“Misci, one of the great revelations of the national fashion scene and featured in the SPFW.”
“Misci, led my Airon Martin, is refreshing for the national fashion scene and held its first physical fashion show today. A die-hard fan of Brazil and all of its cultural nuances, he presented jacquards with cotton fringes, matelassé with the brand’s embossed logo and tailoring that was cut with the greatest precision and quality possible – all to the sound of Calcinha Preta and Bonde do Forró; Inspired by cafeterias in the countryside, such as those in Sinop, a city in the State of Mato Grosso, right on the edge of the BR-163 interstate highway where he was born, he once again used only local fabrics.”
On Glamour’s website
“With Sasha Meneghel opening and closing the show, Airon Martin’s brand took São Paulo Fashion Week to the bars and cafeterias by presenting a full collection of tailored sets and dresses that varied in length between midi and (very!) short pieces. It is worth highlighting two typically Brazilian fabrics that stood out in the collection: the patchwork and the fuxico.”
“Even if for many people the fashion world is restricted to a place of refinement that is far from everyday reality, for Misci, a cafeteria, or perhaps a bar, is the perfect space to dialogue with fashion. [..] A captivating presentation, with plastic chairs, a pool table, and a wall filled with beers, all of it in LED.”
On the SPFW’s website
“Misci, a design brand by Airon Martin, dives into the universe of cafeterias and bars in Brazil, and in its atmosphere of sensuality and romance, in order to launch the Fuxico Lanches collection.
Despite the theme, the soundtrack with classics of popular romantic music, and the backdrop with stacked plastic chairs, the clothes display clean shapes and geometric, architectural details.”
Depedro
The fashion film for the debut of the Depedro brand at the São Paulo Fashion Week represented the colorful and multicultural essence of the Northeast region of Brazil, through the INCELENÇA theme.
“Mysteries of life and death, sung by rural women, aligned with the meaning of the sun, courage, and endurance.”
“Incelença is the result of work that involved many hands, looks, and presences. The collection was born with the purposes of multiplying the example and stories of women who inspire us. To bring the project to life, we called on a team of professionals who dove in headfirst and turned life and death into poetry.”
On Vogue’s website
“Marcus grew up watching his grandmother Francisca cultivate cotton, weave the yarn, and hand sew and embroider pieces at home. Later on, as an adult, he realized that many of the works he had followed during childhood were disappearing. “Four years ago, these techniques were only applied to bed, table, and bath products. As the added value was low, the artisans stopped executing and passing this knowledge on to the next generations.”
“So, he decided to create some pieces of clothing that incorporated these traditions. Demand was greater than he expected and, since then, he has remained firm with the purpose of training dressmakers and making a brand with social impact. Today, the label employs a network of 250 artisans spread across five cities in the northeastern sertão region.”
On the SPFW’s website
“On the eve of participating in the SPFW’s N52 edition, Marcus Figueirêdo, Depedro’s creative director, said in an interview that he was about to fulfill his greatest dream, ‘to bring art and fashion from Seridó, the sertão, and the state of Rio Grande do Norte, to the runways of the world.’ Incelença, a film that celebrates the strength of female artisans.
Items from the men’s wardrobe are bathed in religiosity, with prints of icons such as Nossa Senhora Aparecida and Jesus’ Heart. Crochet and precious lace from the region transform basics into luxury items. To the sound of violin and fiddle, a voice sings: “the hand that sews and heals, is the hand that brings the bread. In the other hand, prays the rosary, asking for protection.”
Lenny Niemeyer
Lenny Niemeyer presented a collection that revisits all of her creative production, with a futuristic look, to celebrate the brand’s 30 years.
“Our creative process regarding the prints was born out of an experimental shooting, where models dressed up in runway looks from my 30-year trajectory danced and were portrayed using light, shadow, and effects,” Lenny Niemeyer.
On Vogue’s website
“After five days of fashion shows in São Paulo, the N52 edition of the SPFW ends this Sunday, in the state of Rio, with the celebration of Lenny Niemeyer’s 30-year career at Caminho Niemeyer, in the city of Niterói. Seeking to take on a refreshing look at its history, the creative process was based on delving into archives and first producing an experimental shooting with the favorite pieces.”
On Glamour’s website
“Officially closing the SPFW N52 was Lenny Niemeyer, who celebrated 20 years as a brand in an emotional presentation at Caminho Niemeyer, in the city of Niterói. Alongside stylist Daniel Ueda, the label brought a beachwear style with classic characteristics of the brand, which now looks at its history in futuristic pieces and prints.”
On the SPFW’s website
Line-up SPFW N52:
11/16 3pm P. Andrade – Pinacoteca
11/17 3:30pm Cria Costura Project – In-person 4pm Marisa + Mama Di African Colab – Digital 4:30pm Ronaldo Fraga – Digital 5pm À La Garçonne – Digital 5:30pm Torinno – In-person 6:30pm Anacê – Digital 7pm Mnisis – Digital 7:30pm SPFW N´GAME – In-person 8:30pm Aluf – Digital 9pm Modem – Digital 9:05pm Lilly Sarti – In-person
11/18 3pm Sankofa: Ateliê Mão de Mãe – In-person 3pm Sankofa: Meninos Rei – In-person 4pm Ronaldo Silvestre – Digital 4:30pm João Pimenta – In-person 5:15pm Rocio Canvas – Digital 6pm Weider Silveiro – In-person 6:45pm Von Trapp – Digital 7:15pm Bold Strap – Digital 7:45pm Walério Araujo – In-person 8:30pm ÀLG – Digital 9pm Ellus – Digital
11/19 10am Ponto Firme – Escola Ateliê Estudio Ponto Firme 12pm Fernanda Yamamoto – Centro Cultural São Paulo 3pm Sankofa – Santa Resistência – In-person 3pm Sankofa – Naya Violeta – In-person 4pm ÃO – Digital 4:30pm LED – Digital 5pm Misci – In-person 6pm Gloria Coelho – Digital 6:30pm Neriage – In-person 7:15pm Martins – Digital 7:45pm Igor Dadona – Digital 8:15pm Handred – In-person 9pm Irrita – Digital 9:30pm Lino Villaventura – In-person
11/20 11am Esfér – The Force 12pm Baska – Casa Panamericana 3pm Sankofa: Az Marias – In-person 3pm Sankofa: Mile Lab – In-person 3pm Sankofa: Silvério – In-person 4pm Corcel – Digital 4:30pm Fauve – Digital 5pm Angela Brito – In-person 6pm Lucas Leão – Digital 6:30pm Depedro – Digital 7:30pm Apartamento 03 – In-person 8:15pm Bispo dos Anjos – Digital 9pm Renata Buzzo – Digital 9:30pm Isaac Silva – In-person
https://fashionlabelbrasil.com/wp-content/uploads/2021/12/Lenny-Niemeyer-destaque.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2021-12-07 19:58:212021-12-07 23:18:50Fashion Label Brasil Associates at the São Paulo Fashion Week N52
To protect the Amazon, one of the most valuable natural assets and the largest natural reserve on the planet, Brazilian brands have developed initiatives that empower coastal communities and use ecological raw material to renew the local flora and fauna. Brazilian fashion is sustainable and unique in its identity.
Indeed, we are polluters. The fashion market has great challenges ahead. No wonder, several movements and initiatives are spreading throughout the world. For many brands, it is still no possible to be 100% sustainable. There are many factors to consider for restructuring the entire chain, but it is vital to be aware of the tools and pay attention to the transformations that are already in course.
The future of the industry depends on a more sophisticated outlook to reassess the industry’s goals, adapt management schemes and seek strategies not only to meet customer demands, but also to review work processes and the chain as a whole.
Amazon Made in Brazil
Sustainability is not an option. Now, consumers are seeking transparency and the pandemic has surely accelerated the tendencies that were already underway before the crisis.
“We are aware of the problems and challenges involving our biome, but it is more a question of knowing what tools we need to overcome these issues and the results we must attain. Our job has been geared towards proposing a positive agenda for the sustainable development of the biome. Amazon Day is a day of celebration,” emphasizes Maria Cecília Wey de Brito, general secretary of WWF-Brasil.
September 5th was chosen as the date to promote awareness regarding the need to preserve the world’s largest tropical rainforest.
Osklen, Vert, and the sustainable processes in the Amazon
Osklen, a Brazilian brand committed to sustainability, found a way to consciously use the skin of Pirarucu fish from sustainable farms in the state of Rondônia, in the Amazon, which was previously being discarded and becoming a polluting element.
“Pirarucu is one of the largest freshwater fish on the planet. It is a native species from the Amazon and a vital part of the ecosystem, in addition to being a source of income for riverside communities that live off non-predatory fishing.”
The process implemented by Osklen protects the species, balances the region’s food supply and economy, while also contributing to the preservation of the Amazon Forest.
“When compared to cattle raising, this system emits far less quantities of carbon dioxide and helps reforest the region. Pirarucu breeders can reach 40% more productivity than cattle breeding using the same amount of land.”
Simultaneous actions unite us in the search for solutions
Hub-E and Pre-COP Conferences are held in September 2021, and it is where Oskar Metsavaht, founder of Osklen, presents workshops to inspire, engage and promote a change in mindset when it comes to sustainability.
Hub-E presents the 6E’s concept of Instituto-E: earth, environment, energy, education, empowerment and economics. Learn more.
Vert, a clean urban design footwear brand, features its 100% Brazilian production and raw material, always seeking positive impact, both social and environmental.
Since 2005, the brand has used around 120 tons of organic cotton and 75 tons of wild rubber from the Amazon. During this period, 160 people were given job opportunities in the brand’s cooperatives and over 30 direct jobs were created around the world.
“Vert bets on fair trade as an essential tool for green economy.”
Each pair of sneakers sold generates an average of BRL 1.10 for cotton producers in the Semiarid Northeast and BRL 1.00 for rubber tappers in the state of Acre. As an incentive, Vert pays an additional BRL 2.50 per kilo of cotton, which associations use to improve working conditions.
“We don’t believe in a romantic view of ecology. Our path is economic recovery. At Vert, this involves social work: the rubber tappers and the cotton producers receive a distinctive value for preserving our forests and Brazilian land,” explains François-Ghislain Morillion, co-founder of the brand.
Vert develops shoe soles made from native Amazon rubber, from the Chico Mendes co-op, which in partnership with WWF and the state of Acre’s government, generates income for 90 rubber tapper families who extract the raw material from the heart of the forest.
The process features the Smoked Liquid Sheet (Folha Defumada Líquida – FDL) technology, developed at the University of Brasília by professor Floriano Pastore, that transforms latex into semi-finished rubber sheets, without any intermediate industrial interference, and has a higher resale value.
“For the soles of our sneakers, we buy rubber directly from three rubber tapper associations in the Amazon, paying a differentiated price for latex. This fair pricing values the work of rubber tappers and thus helps combat deforestation.”
Vegan raw material
Transparency is one of the brand’s main commitments and its possible to find information about the chain of production and management, including the stages in which the brand has not yet achieved 100% sustainable solution.
“Our synthetic suede is made in Brazil in a factory that monitors the use of water and chemical products. Even so, synthetic suede is still petroleum-based, and our goal is to find 100% organic alternatives.”
On the brand’s website, they explain the origin of materials used in their production, while also presenting the obstacles and difficulties faced in the process: “CWL is an alternative material to leather we have used since January 2019 in the Camp model. It is of biological origin and composed of corn. Today, it is difficulty to trace the corn production sector, where the large scale ends up hindering the transparency of the bio-plastic industry. We are looking for solutions to accompany the entire organic agricultural waste chain.”
It is also important to point out that Vert Shoes (known abroad as Veja Shoes) is a company undergoing certification by B Corp. “Selo B” is a certification that assesses the company’s global impact, “A global community of leaders who use their businesses to build a more inclusive, equitable and regenerative economic system for people and for the planet.” (Learn more about B Corp Certification). Yes, we are polluters, but changes are already underway, and the fashion industry will not be left behind.
https://fashionlabelbrasil.com/wp-content/uploads/2021/09/Capa-Moda-Sustentavel.png560800abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2021-09-04 21:40:012022-02-17 15:24:05BRAZILIAN FASHION IS SUSTAINABLE AND UNIQUE IN ITS PERSONALITY
https://fashionlabelbrasil.com/wp-content/uploads/2021/07/destaque.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2021-07-22 18:51:412021-07-22 18:56:10Lady Gaga by Ana Khouri
SPFW N51 presents the Sankofa Project to support racialized entrepreneurs
The SPFW N51 and the IN-MOD Institute presented the Sankofa Project, co-author of the Blacks in Fashion movement and the social innovation startup VAMO (Vetro Afro Indigenous in Fashion), to support racialized entrepreneurs.
The initiative aims to promote inclusion in Brazilian fashion and give visibility and support to racialized entrepreneurs.
In the Sankofa project, eight selected brands participate in three editions of São Paulo Fashion Week, receive mentoring and monitoring from lawyers, publicists, accountants and psychologists, and the advice of a “godmother” – a veteran brand consecrated at the SPFW:
Ateliê Mão de Mãe (Gustavo Silvestre, Projeto Ponto Firme)
Az Marias (Isaac Silva)
Meninos Rei (João Pimenta)
Mile Lab (Juliana Jabour)
Naya Violeta (Apartment 03)
Santa Resistência (Angela Brito)
Silvério (Vitorino Campos)
Ta Studios (Patricia Viera)
The initiative’s support strategy is created from the individual shortcomings and needs of each label.
“It’s more of a school than an exhibition stage,” explains Natasha Soares, co-founder of Pretos na Moda, for Vogue.
“In the African tradition of the Acã people, Sankofa is an ideogram represented by a bird with its head turned backwards, or by two curved lines that form a heart. For the writer, teacher, and human rights activist of the black population, Abdias do Nascimento, its meaning is: ‘return to the past to resignify the present and build the future.”
https://fashionlabelbrasil.com/wp-content/uploads/2021/07/Projeto-Sankofa-SPFW-51.001.jpeg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2021-07-09 17:38:012021-08-24 15:22:16SPFW N51 PRESENTS AND SUPPORTS THE SANKOFA PROJECT
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