Círculo bets in online content to bring customers close together during quarantine

The Brazilian yarns and threads manufacturer, Círculo, has decided to narrow its relationship with customers during quarantine. Adept of the tutorial video production strategy for handicraft pieces with the brand’s threads, the company now deepens the online content and invests in subjects beyond knitting tips.

The brand, which is present in 23 countries and is a participant of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – the result of a partnership between Abit (Brazilian Association of Textile and Fashion Industry) and Apex-Brasil (Brazilian Export and Investment Promotion Agency), it promotes a number of daily live feeds with health professionals, digital influencers of the DIY (do it yourself) segment, and entrepreneurs to talk about several subjects in connection with health and well-being.

“Being an active brand in social media is something that’s already expected by consumers today. Social media have had a boom in the past years and this social isolation period has boosted it”, Osni de Oliveira Junior believes, Círculo’s Marketing director. According to him, online tools help humanize the company, showing that “behind a brand, there are great people that make the wheels spin”.

For Círculo, especially in the current setting, it’s more important to offer content that adds value to customers than simply selling products: “Every production we have shown in our channels were made by using our products as a suggestion. We display the features, benefits and results of items with our products and this can generate sales. However, the customers may use what they have at home and not necessarily what we have referred to”, Osni says. For the executive, the public response has been positive, with more network engagement, in addition to direct comments of those who follow them.

Nevertheless, the company has felt the effects of isolation early on, in March, with the cancellation of H+H Cologne, of the main sector’s tradeshows, which would take place in Germany. The event, an important business generation medium for the company abroad has a new date only in 2021.

“H+H Cologne is undoubtedly one of the most important tradeshows that we take part in abroad, and this year’s edition cancellation has impacted the strengthening of our visibility. But we acknowledge that in the situation that the world lives in, impacted by the pandemics, there would not be a safe possibility of carrying out the tradeshow”, the executive believes.

Even without taking part in the tradeshow, Círculo keeps betting on the international market: “We continue to operate through our export departments with the connections we had already established, and prospects to keep active our relationships and business”, Osni concludes.

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 nearly 20 years, it has helped around 1500 brands to enter the export trail, making USD 3.6 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Export and Investment Promotion Agency (Apex-Brasil).