Brazilian beachwear delegation storms Italy’s Maredamare show
From July 14 to 17, seven Brazilian brands and members of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Trade and Investment Promotion Agency) – will be in the city of Florence for the Maredamare show. Over three days, the event will gather 300 exhibitors from resort wear, underwear and accessories brands around the world.
Rio de Sol, Despi, Maryssil, Blueman, EMI Beachwear, Lua Morena and La Playa will be bringing all of the grace of Brazilian beachwear to Florence. This was the first time that the brands have been at the Italian show.
According to Jorge Luiz Vasconcellos, of EMI Beachwear, showing at this edition will be excellent chance to show the company’s products to the Italian market. Although EMI is a recent member of Texbrasil, it has already developed a solid export strategy.
“Prints are the difference for our items. We know that Italian women love them, so I think we will see a warm reception. Our cuts are also more pleasing to Europeans and we have even taken part in two pop-up stores this year: one in France and another in Portugal. And it was a success. We are very confident,” explains Jorge.
In addition to exhibiting at the shows stands, the Texbrasil brands will also be showing their beachwear collections during an exclusive fashion show entitled Tribute to Brasil – The Catwalk, to be held on July 14 at 5 PM.
According to Lilian Kaddissi, Executive Manager at Texbrasil, the show is regional in scope, which helps Texbrasil brands with their export strategy, since there are many local boutiques at the show looking for value-added products, like those the company’s are showing. “It is a very strong market for Brazilian exports in this segment. Last year, for example, Brazil exported USD 562 million to Italy. That is why we have good expectations,” she says.
About Texbrasil
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).