Get to know the internalization path of Trendt

Worn by celebrities and fashionistas, Trendt’s devore prints, draped construction and unisex pieces have become coveted items. Leading the company is 26-year-old designer Renan Serrano, who launched his first collection in 2011. The brand is part of BtoBe (Brazilians to Be), a talent incubator created by Texbrasil (Brazilian Fashion Industry Internationalization Program, developed by Abit in partnership with Apex-Brasil) and has been an example of work focusing on the international market since its start. With the Program’s support, the label has taken part in Who’s Next, in Paris, and a fashion show in London, it has been sold in showrooms such as 212, in New York, and Bring, in Tokyo, and is part of a group of Brazilian labels available at the online store of the Luisa Via Roma store, one of the world’s most important multibrand shops, while also having customers in the Middle East.

The designer, a Faculdade Santa Marcelina graduate, decided that he wanted to export his products before he even opened the company. With his first experience, he realized that the process requires planning and persistence. “In the beginning, there are high expectations and a low result, but each time you export, you learn more.” Especially notable among the main difficulties are logistical issues and operational complexities, aspects that can be corrected with the strategic consulting offered by Texbrasil. “We look for less costly solutions, to give the consumer more freedom. It’s tougher in the international market, since correcting any errors during exporting isn’t as easy as in Brazil,” he says.

Knowing the public that you want to sell to is fundamental, and adapting to the market is even more important. According to Renan, the entire process of differentiating products increases sales, but it also demands strict and complex internal logistics. “We manufacture from XS to XL and for each international store, we alter the length and/or width to facilitate sales in countries such as Saudi Arabia and Kuwait and even at the Luisa Via Roma store,” he says.

The designer advises those planning to export to consolidate their local production process prior to starting to expand internationally. And the experience acquired is worth it: one plan for 2015 is to grow even stronger relations with international buyers, betting on products being well received by consumers.