Canatiba bets on digital technologies to improve customer relations during the pandemic

With the pandemic, the Brazilian textile company Canatiba decided to expand its digital channels and invested in a sales platform and its online business-to-business communication channels.

The company, which is a participant in Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Exports and Investments Promotion Brazilian Agency) – took advantage of this period to turn their eyes to digital technologies. “We have been investing in these channels in recent years, with an image and brand positioning inclination,” explains Canatiba’s marketing manager, Ivna Barreto.

The main feature is the virtual showroom, which exists for five years, but gained strength with the pandemic. “The digital environment has gained a new dimension for B2B businesses and has become an essential communication element within the sales experience with brands and clothing manufacturers”, adds Ivna.

In the showroom, you can filter products by technology, dyeing, replacement pattern, in addition to weight and composition. Search results also show images of the fabrics applied to pieces and also in the form of cards, with all the technical data available.

Fashion trend

With the news, the company intends to explore another characteristic of digital: the possibility of bringing big brands closer to the end customer. For Ivna, the web is also an opportunity to strengthen the dialogue with companies of all sizes.

Still in order to expand the B2B channels, the company created a webstore on Instagram, which allows customers, through the social network itself, to contact commercial representatives. Through the Webstore, on the cell phone screen, customers can browse products classified as automatic replenishment, always available in Canatiba’s stocks.

Finally, the brand created a profile on Pinterest, a network known for aggregating trends and fashion suggestions.  In Canatiba’s profile, images are grouped into segments (men’s, women’s, kids) and specifics (prints, washes, etc.).

Ivna comments that it is too early to predict how digital news will impact the brand’s sales, but believes that the internet is a powerful tool to break barriers. She also says that digital channels are prepared to serve the Brazilian and international audiences.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and clothing sector developing strategies to conquer the global market. Over 20 years, it has helped around 1600 brands to enter the export trail, generating USD 4.4 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Exports and Investments Promotion Agency (Apex-Brasil).