Brazilian beachwear fashion truck takes Portugal
In August, a “fashion truck” filled with Brazilian beachwear will hit the beaches of Portugal’s Algarve region. Starting on August 2, the travelling pop-up store will park at a different beach along this popular European coast: from Portimao to Monte Gordo.
Promoted by Texbrasil – the Brazilian Fashion Industry Internationalization Program, the result of a partnership between the Brazilian Textile and Apparel Industry Association (Abit) and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) – the store will feature the following brands: Adriana Degreas, Farm, Cajubrasil, Maryssil, Mar Rio, Feriado Nacional, Rio de Sol, +55Canga and Poko Pano (Texbrasil Program); Triya, Sub and MOS (members of the Fashion Label Brasil Program, held by the Brazilian Association of Fashion Designers – Abest, which supports the project).
Sales of around USD 770,000 are expected during the season, at the store as well as through the Brazilian Bikini Shop, a European online store found in over 30 countries and which is also taking part in the pop-up operation. This is the second edition of the event, which was held in the French Riviera region during last year’s European summer. Sales at that time totaled USD 2.3 million from June to September. “In addition to promoting brands commercially, this type of action creates a lot of gains in image with the end consumer, allowing for much closer contact with customers who have significant buying power and are influencers in their countries. Last year, for instance, in addition to sales made at the pop-up store, we had reports of storeowners who later made purchases from the brands after learning about them during the season,” says Lilian Kaddissi, executive manager at Texbrasil.
The project also includes substantial publicity for Brazilian beachwear in the region and an inaugural event on August 6, to be held with tastemakers that include Portuguese bloggers Mariana Rocha (Miss Fit), Mafalda Sampaio (Maria Vaidosa) and Ines Mocho.
+55Canga, abit, Adriana Degreas, Apex-Brasil, Cajubrasil, Farm, Feriado nacional, Mar Rio, Maryssil, Poko Pano, Rio de Sol, texbrasil