Launch event for Brazilian pop-up store at Galeries Lafayette in Dubai brings in media and promotes BRL 70,000 in sales on its first day
The beach style that can only be found in Brazil has arrived in great style at Galeries Lafayette in Dubai, in the United Arab Emirates. On March 6, Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – held through a partnership between Apex-Brasil (Brazilian Trade and Investment Promotion Agency) and Abit (Brazilian Textile and Apparel Industry Association) – joined the Fashion Jardim showroom to hold a launch event for a casualwear, beachwear and resortwear pop-up store. The selection of Brazilian brands includes Amir Slama, Karla Vivian, Skazi, Guria Beachwear, Salinas, Água de Coco por Liana Thomaz, Cecilia Prado and Sinesia Karol.
The pop-up will be open for two months at the Dubai Mall unit of Galeries Lafayette. Immediately on the first day it was open, the pop-up took in BRL 70,000 in sales.
The event was attended by 150 guests who checked out the new products to the sounds of live Latin music, while Brazilian appetizers and coconut water were served. Digital influencers from the Arab world visited the store, in addition to journalists and the Brazilian ambassador to the United Arab Emirates, Fernando Luís Igreja.
“We were very happy not just with the great sales results, but also with the positive exposure for the Brazilian brands’ images, which were shown on TV shows and on popular Instagram accounts,” explains Lilian Kaddissi, Executive Manager at Texbrasil.
She also explained that this was the first step in a strategy to introduce beachwear, resortwear and casualwear brands to the Arab world. “We definitely started out with the right foot in the Arab Emirates market. The event was a success and we are now enthusiastically waiting on the sales results for the next two months,” she adds.
According to Dina Ghorayeb, of the Fashion Jardim Showroom, there is space in the market for the Brazilian brands that are showing at the pop-up. “In the Arab world, the beachwear and resortwear sector is very segmented and I think that these eight brands are able to please all of these publics very well, since they complement each other,” she says.
And she adds that “I’ve noticed that Brazilian beachwear and casualwear have already garnered a lot of attention around here. Adding this additional factor to the event we organized, for which we were able to create buzz and raise awareness, will mean guaranteed success.”
The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with textile and apparel industry companies to develop strategies for success in the global market. Over nearly 20 years, it has helped around 1500 brands to enter the export market, bringing in USD 3.6 billion in business. The Program is conducted by Abit in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).