Learn about the internationalization strategy of the Kyly group, which is taking part in the next Pitti Bimbo
From June 20 to 22, Brazilian kidswear group Kyly is taking part in the world’s largest apparel trade show in this segment, Pitti Bimbo. The event is held in the city of Florence, Italy, and is ideal for the company’s internationalization strategy. The group is attending with the support of 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).
The group already sells to 23 countries, including Italy, Portugal and Great Britain. According to Claudinei Martins, Chief Commercial and Marketing Officer for Kyly, activities at Pitti Bimbo are aimed at strengthening the group’s business with customers in Italy and other European countries. He also says that the strategy is to focus on presenting the Milon, Kyly and Nanai brands during the show.
According to Claudinei, the main draw of the Kyly and Nanai brands for the European public is the design of items. “Both convey an idea of a more tropical, colorful product that recalls Brazilian culture. We see the growing demand for these aspects on the continent and that is why we are investing,” says the executive.
While Milon, with its French inspiration, is closer to currently consumed styles in Europe. In 2016, the label started a process of expansion through franchises, and by the end of the year, the chain expects to have a total of 70 stores.
In addition to investing in events the size of Pitti Bimbo, the group also believes that a recent injection of R$ 40 million into the spinning area could leverage exports. That is because the group previously only worked with weaving and will now also be responsible for producing yarn for its items.
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).