Brazilian brands prospect USD 2 million after Coterie

Fashion returned to a face-to-face rhythm in NY in September, with the return of events such as NYFW, as well as major industry trade shows such as Coterie. The trade show took place at the end of the month and had the participation of 13 brands with the support of Texbrasil and Fashion Label Brasil, held through partnerships between Apex-Brasil (Brazilian Trade and Investment Promotion Agency), Abit (Brazilian Textile and Apparel Industry Association) and Abest (Brazilian Designers Association), respectively.

The Texbrasil representatives were Amapô, Eneida França, Paola Benardi and Nay Sunsetwear. From Fashion Label Brasil, Andrea Bogosian, Serpui, Nádia Gimenes, Gissa Bicalho, Lavish, Sinesia Karol, Yukio, Andreza Chagas and Catarina Mina participated.

During the three days of the trade show, the companies did USD 776,500.00 in business and also prospected USD 2,046,000.00 for the next 12 months.

This was Nay Sunset Wear’s first participation in the event, and the brand was excited with the results. “We won four new customers. As it is our first trade show, we believe it has been very productive”, comments Elenice Luiz, the company’s commercial representative.

Nay joined Texbrasil in early 2021, with the goal of expanding its international operations. In addition to Coterie, they have participated in other events with the Program, such as Emerging Talents Milan and Destination Miami.

“We are a small company and Texbrasil’s support makes all the difference. The fairs help us to promote the brand and position it in the international market”, he concludes.

For the Texbrasil executive manager, Lilian Kaddissi, the event was successful. “We know that the scenario still requires care and that the frequency of buyers has changed, but we are pleased with the results of the brands,” she comments.

She believes that it is important that companies continue to participate in events of the Coterie level, as it is a major fashion platform in the United States. “The fair is an important showcase and receives large retailers from the country. The visibility for Brazilian brands is very high and, of course, helps to broaden the awareness about national fashion”, she adds.

Digital

In addition to supporting the brands at the Coterie, Texbrasil also bet on the virtual promotion of the brands. The Program invested in actions to promote the Brazilian group in the event’s social networks. Besides showing the companies’ launches in posts, the campaign also showed a preview of what was presented by the brands during the three days.

“We cannot exclude digital actions, which today are enhancers of any business. This action shows that the Program is attentive to the sector’s demands, always looking for new ways to promote Brazilian brands”, Lilian concludes.

About Texbrasil

The Program for Internationalization of the Brazilian Textile and Fashion Industry (Texbrasil) works with companies in the textile and apparel sector to develop strategies to conquer the global market. Over 20 years, it has helped about 1600 brands get on the export path, doing $9 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).

About Fashion Label Brasil

The Fashion Label Brasil, Value Added Brazilian Fashion Internationalization Program, was created in 2003 by ABEST in partnership with Apex-Brasil, whose proposal is to position the image of Brazilian fashion abroad, enhancing the image of an innovative and contemporary Brazil. The program has strategic activities — Buyer and Image Project, International Fairs and Fashion Shows, Showroom Project, in addition to special actions — to expand penetration into new markets around the globe and strengthen relations with those already conquered.