Miami beachwear week generates nearly USD 2 million in business for Brazilian brands
From July 14 to 17, a delegation of 24 Brazilian brands took part in Swimshow (14 to 17) and Cabana (14 to 16), beachwear shows held during Miami Fashion Week, in the USA. The group received support from Abit’s (Brazilian Textile and Apparel Industry Association) Texbrasil Program, and ABEST’s (Brazilian Association of Fashion Designers) Fashion Label Brasil Program, which are export programs held through a partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency). The brands did nearly USD 2 million in sales for the season.
Attending the Cabana show were the Adriana Degreas, Agua de Coco by Liana Thomaz, Clube Bossa, Haight, Lapima, Lenny Niemeyer, Nannacay, Parioca, PatBo, Salinas, Sinesia Karol, TM, Vix Swimwear and Waiwai brands, showing their fresh collections to North Americans and international beachwear buyers, for a total of USD 1.4 million in business. Sales expectations for the next 12 months are also excellent: in excess of USD 5 million.
While the brands that took part in SwimShow – Amir Slama, Dalai Beachwear, Despi, Karla Vivan Beach Brazil, Feriado Nacional, Guria, Larissa Minatto, MOS Beachwear, SHORTS.co and Sol e Energia – reported selling USD 541,000 in beachwear products, with an additional USD 2.7 million in sales expected.
According to Camila Ckless, a partner in Guria Beachwear, with each passing year, the brand has a better return at the show. “We’ve been at Swimshow for almost 10 years. Our biggest customers always visit us at the event, and this year was no different. In addition to serving them, we are also able to make new contacts, from countries like Lebanon, Canada and French Polynesia,” she says.
And she adds that: “our strategy is to take part every year and show customers our commitment to the market and show new buyers our credibility”. Camila also explains that Swimshow is tightly focused on the niche market in which Guria Beachwear has been working for many years and there are buyers aligned with the brand’s target audience, especially in the Caribbean and the USA.
About Fashion Label Brasil
Fashion Label Brasil, the Brazilian Value-Added Fashion Internationalization Program, was created in 2003 by ABEST in partnership with Apex-Brasil. It is aimed at positioning the image of Brazilian fashion abroad, adding value to the image of Brazil as an innovative and contemporary country. The program includes strategic as well as special initiatives to further penetration in new international markets and strengthen relations with those where there is already a presence.
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 122 member brands throughout Brazil, exporting products to 57 countries. Moreover, the organization is constantly executing strategic initiatives to increase penetration in new international markets and strengthen relations with those where there is already a presence.
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 Abit
Founded in 1957, the Brazilian Association of the Textile and Apparel Industry (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$ 45 billion.
About Apex-Brasil
Apex-Brasil’s mission is to develop the competitiveness of Brazilian companies, promoting internationalization of their business and attracting direct foreign investments. The Agency currently supports more than 12,000 companies from 82 productive sectors of the Brazilian economy, exporting to over 200 markets. In partnership with trade associations, the Agency organizes trade promotion initiatives, such as prospective and trade missions, and it supports participation of Brazilian companies at major international trade shows and visits by foreign buyers and opinion makers aimed at familiarizing them with Brazil’s production structure. Apex-Brasil also coordinates efforts to attract direct foreign investments (DFI) to Brazil, working to identify business opportunities and to promote strategic events, guaranteeing support for foreign investors during the entire process in Brazil.