Events during Paris Fashion Week generate nearly USD 4 million in business for Brazilian brands

A group of over 30 Brazilian brands were the stars of outstanding business during the Premiere Classe Tuileiries, Splash and Tranoï shows, in addition to showrooms taking place across the city of Paris. From September 27 to October 1, brands from the beachwear, womenswear, footwear, accessories and jewelry segments were in France showing their collections and latest products.

The actions relied on support from Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) and Fashion Label Brasil programs — internationalization programs that are held through partnerships between Apex-Brasil (Brazilian Trade and Investment Promotion Agency) and Abit (Brazilian Textile and Apparel Industry Association) and ABEST (Brazilian Association of Fashion Designers), respectively.

Brazilian brands did a total of over USD 1.3 million in immediate business, with USD 2.7 million expected over the next 12 months. “This year, the Brazilian delegation had a heavyweight team, with high added-value brands and actions at various shows and showrooms across the city of light. It was really an important edition for the history of support from the Apex-Brasil programs,” says Lilian Kaddissi, Executive Manager at Texbrasil.

“For this edition, we had over 30 companies supported by Apex-Brasil. Our goal is to propagate the creativity of Brazilian products and design, generating business that contributes to the country’s image and exports,” adds Paulo Lourenço Bartholomei, ABEST President.

Six brands from the group were at Tranoï, apparel and accessories show: Arte Sacra, Brennheisen and Iorane (Fashion Label Brasil members). While Skazi, Vitor Zerbinato and Leafy Natural Couture are Texbrasil members.

“After eight participations at Tranoï, we can say that we have managed to build customer loyalty. We heard a few times from our customers that they only went to the event to see our collection and make orders,” says Junior Malagodi, Sales Manager for the Vitor Zerbinato label. He also added that “today, we can say that participation and the brand’s internationalization already account for 15% of sales for a given season. We think that we are still starting out; we have lots of potential as a company and I hope the brand also continues to grow with each edition with buyers from around the world. And it is fundamental for us to continue growing with the support of Texbrasil, Abit and Apex-Brasil.”

This was Skazi’s third time at Tranoï and the brand has seen consistent growth with event participation. “We found customers in new countries and also welcomed old customers who are already loyal to Skazi. Some customers asked for changes to items, due to cultural issues, such as necklines and leg slits. Because Skazi has a huge factory complex and produces all of its own pieces, we are able to fulfill all of these specific needs for some customers. This time we showed our Resort and S/S 2020 collection and it was a hit,” says Letícia Morado, International Business Manager for the brand.

At Splash Paris, brands with Fashion Label Brasil (Lenny Niemeyer and Nannacay) and Texbrasil (Clube Bossa and PatBO) are showing their S/S 2020. “This is Nannacay’s second time relying on support from Fashion Label Brasil, which has been indispensable to our development in the international market,” says Marcia Kemp, the brand’s creator and founder.

While the Augusta, Catarina Mina, DOTZ, Florita Beachwear, Mariah Rovery, Roberta Mattos, SERPUI and Serpentina brands were at Première Classe Tuileries. “We had excellent contact with buyers from Portugal, Greece, Israel and more. After attending the show three times, buyers are starting to understand and come on board with how we work,” says Mariah Rovery, a designer.

Showrooms

Brazilian brands also showed their collections at independent showrooms: Alexandrine (The Westin Hotel), Ana Khouri (Ritz Hotel), Fernando Jorge (Les Jardins du Faubourg Hotel), Lapima (Lutetia Hotel) and Wai Wai (81 Boulevard Beaumarchais).

“Taking part in a showroom during Paris Fashion Week was a very important experience for us to be able to conquer the international market. Buyers are looking for quality, beauty and modernity; yet they are also seeking out a freshness and a charm that only Brazilian fashion has and which has been gaining room in the fashion world,” says Alexandra Fructuoso, founder of Alexandrine.

While the brand collective of Meerk, Lily Franco, Akra Collection, Osklen, Lolitta, Cabana and Haight took part in Blanc Fashion. Adriana Degreas chose the Bare-Agency showroom, while Sophia Hegg showed pieces at Studio Zeta. Clube Bossa, Helen Hodel and Leafy Natural were also at the Areia showroom.

About Fashion Label Brasil

Fashion Label Brasil is the Brazilian Association of Fashion Designers’ Brazilian Value-Added Fashion Internationalization Program, created over 10 years ago in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency). Its purpose is to position Brazilian fashion abroad, enhancing Brazil’s image as innovative and contemporary. The program includes strategic and trade promotion initiatives for the various segments of Brazilian fashion, helping them to expand their operations in the international market.

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).

About ABEST
Created in 2003, the goal of the Brazilian Association of Fashion Designers is to strengthen and promote Brazilian fashion and design. Its chief aim is to assist in developing Brazilian brands with an international scope and to ensure the authenticity and creativity of each of them, in addition to publicizing the Brazilian lifestyle as a way to contribute to the growth of all segments connected with fashion. A not-for-profit organization, ABEST currently has 120 member brands throughout Brazil, exporting products to 57 countries. Moreover, the organization is constantly executing strategic initiatives to further penetration in new international markets and strengthen relations with those where there is already a presence.

About Abit
Founded in 1957, the Brazilian Textile and Apparel Industry Association (Abit) is one of the most important organizations within the country’s economic sectors. It represents the productive force of 33,000 companies nationwide of every size, employing over 1.6 million workers and together generating annual revenues of US$ 36.2 billion.

About Apex-Brasil
The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad and to attract foreign investments to strategic sectors of the Brazilian economy.

To achieve its goals, Apex-Brasil executes a range of trade promotion activities aimed at promoting exports and adding value to Brazilian products and services abroad. These initiatives include prospective and trade missions, business talks, support for Brazilian companies to take part in major international fairs and visits by foreign buyers and tastemakers aimed at familiarizing them with Brazil’s production structure, among other business platforms which are also geared towards strengthening the Brazil brand.