Monitoring points out the most debated themes about fashion

During the year of 2012, within its strategy of intensified presence on social networks, Texbrasil (Brazilian Fashion Industry Export Program, developed by Abit in partnership with the Brazilian Trade and Investment Promotion Agency) contracted the Scup monitoring service. Among the main themes monitored, is the expression “Brazilian Fashion”, with the objective of assessing the main issues related to national fashion.

It has been cited more than 2,400 times since April, when the monitoring started in social medias such as Twitter, Facebook, Instagram, Google + and materials indexed in Google.

The first most-cited theme – more than 300 times – was an action done by the retailer C&A in the store of Iguatemi Shopping, in Sao Paulo. The Mother’s Day collection was shown at the Fashion Like app, and the ‘likes’ for each piece in Facebook were updated in real time on the hanger especially made for the campaign.

Secondly, with more than 270 entries, appear the Brazilian fashion weeks, both domestic, such as Fashion Rio, Sao Paulo Fashion Week and Minas Trend Preview, and international, such as those held in the United States. Themes such as creativity and beauty relate to what was seen in the events.

Thirdly, with about 120 entries are references to Brazilian models, a true national treasure when it comes to fashion. Of this total, the number one in the world, Gisele Bundchen, leads handily the number of times she was cited and is followed by top model Alessandra Ambrosio, one of the responsible for the image of the brand Colcci, participant of Texbrasil.

Fourthly, with nearly a hundred entries, appears the investment that the company Intel Capital made at the Brazilian startup Elike, which developed the software “Meu Shopping”, which allows installation of stores on Facebook. The company is a global arm of investments of semiconductor giant Intel. The applied resource value is kept secret by the companies. But traditionally, Intel Capital has contributed between USD 2 million and USD 10 million and takes stakes ranging from 15% to 30% of the company capital.

Fifthly, we have the opening of Carmen Steffens shoe store on Hollywood Boulevard, in the Hollywood & Highland Mall, in Los Angeles. The Brazilian company focuses on expanding in the U.S. market, expected to open stores in New York, Miami, Atlanta, Dallas and Houston. The opening was attended by actresses Nikki Reed, Rebecca Romijn, of “X-Men”, and Carol Castro, Clara Tiezzi and Christine Fernandes, of Rede Globo.

Among other issues that impacted the year, is the pop-up store with national brands that Texbrasil supported in London, and the action of dissemination of the brand Colcci, also in the English capital, as well as articles on Brazilian fashion published by The Guardian and the Huffington Post.