Brazilian textile industry creates campaign to promote fashion consumption

With the development of the pandemic and social isolation, Abit (Brazilian Association of the Textile and Clothing Industry) launched the “Tamo Junto” (We Are Together) campaign, which calls on brands to encourage consumers to buy 100% national products.

“At this point, it is important that all Brazilians come together to preserve people’s businesses and jobs so that the economy continues to turn. From the production of raw materials such as yarns, filaments, fabrics, nonwovens, technical fabrics, knitwear, threads, trimmings, processing to the manufacture articles of clothing, bed and bath, we have to encourage the purchase of products from Brazil”, said Fernando Pimentel, president of the association.

The Brazilian textile industry is one of the most representative in the world and the largest complete chain in the West. It ranges from plantation inputs to products that are ready for the national and international market. In 2019 alone, the sector generated US$ 48 billion.

Many companies have worked to publicize and improve domestic production and boost domestic consumption not only during the pandemic, but also in the future. The Lunelli Group, which developed the “Conscious Consumption” campaign, also spoke in favor of Brazilian fashion.

“It is time to support and promote products made in Brazil. The textile sector accounts for half of the jobs created in the industry. We employ (at Lunelli) more than 4,500 people in our factories. That is why we understand our responsibility in the market to turn the economy around again”, comments Robson Demian Zambonetti, company Commercial, and Marketing Director.

For Robson, awareness will happen when consumption is intensified. “Our challenge is to take on the importance of promoting national products at the point of sale and create that awareness”, he adds.

Claudio Rocha, Commercial Manager at EcoSimple, is also aware of the need to encourage consumers. For him, it is important to show the chain in an emotional way, making it clear that the advantages of national consumption extend to all groups, from small producers to the final consumer.

The brand that makes sustainable fabrics and invests in the unique identity of Brazil as the main difference. “The support of national fashion and its expressiveness will arouse the interest and appreciation of our products for the world,” said the executive.

New communications

Without being able to physically serve customers, brands have also invested in online content, either for the benefit of consumers or to promote products and make themselves visible.

For example, Colcci relied on its famous models to connect with consumers and created Lives on Instagram with names like the famous Brazilian actor Cauã Reymond. Lunelli Group shares recipe tips with followers on Instagram, while Círculo publishes videos on YouTube with crochet tips to make at home.

Still online, companies are taking a closer look at their sales platforms in social media. For example, EcoSimple has understood that this trend is now getting stronger and is developing an e-commerce platform.

The Lunelli Group has increased its online sales and developed campaigns for certain products. However, Robson points out that it is important to understand that this is a different time. “We work with our brands to get information about the moment, care and tips for those who have been quarantined, among other things,” he explains. In addition to Lunelli Têxtil, the group also includes the brands Lunender, Hangar 33, Alakazoo, Lez a Lez and Fico.