Mari M bets on the power of Brazilian underwear fashion to conquer the North American market
Brazilian beachwear and lifestyle are admired around the world. It comes as no surprise that lingerie brands that bet on “Brazilianness” also make an impression on the foreign market. The growing presence of Brazilian companies at events such as Curve New York, one of the main luxury lingerie fairs in the world, proves this point.
Mari M is an example of a company that has been conquering space in the North American market and making itself known at the event. The brand has participated in Curve five times and had the support of Texbrasil (Program for the Internationalization of the Brazilian Textile and Fashion Industry) – the result of a partnership between Abit (Brazilian Association of the Textile and Clothing Industry) and Apex-Brasil (Brazilian Export and Investment Promotion Agency).
“Participating in the fair opened up a market to which we didn’t have as much access. We used to make small exports to Ecuador, Argentina and, going to Curve, we saw this new market expanding, soon we started to grow inside the USA”, celebrates the brand’s designer and creator, Mari Martini.
Today, it celebrates more than 20 sales points in the country, which increase with each participation in Curve. She believes that the constant presence at the event contributes to the brand’s credibility.
Brazilianness
Mari knows the potential of Brazilian underwear fashion, which, according to her, combines sensuality and comfort – increasing women’s self-esteem. In addition, the Brazilian DNA is present in all the details of the clothing: “Brazilian lingerie has a distinctive design, the colors and prints are more cheerful and tropical, reminding us of our climate”, she explains.
The same line sold in Brazil is also sold abroad, but the stylist understands that new audiences mean new creations. With this in mind, Mari M has developed some pieces with an eye on consumers in the United States, such as long nightgowns and lingerie items that suit the northern hemisphere winter.
“Considering a certain traditional American audience, we launched a collection of pieces made with lace details, but with a more conservative, long and closed model”, she concludes.
About Texbrasil
The Program for the Internationalization of the Brazilian Textile and Fashion Industry (Texbrasil) works with companies in the textile and clothing industry in the development of strategies to conquer the global market. Over almost 20 years, it has helped around 1500 brands to enter the export trail, making USD 3.6 billion in business. The Program is carried out by means of a partnership between Abit and the Brazilian Export and Investment Promotion Agency (Apex-Brasil).