Oficina Lamparina develops an online platform for the sale of prints

The Brazilian print shop Oficina Lamparina has developed an exclusive online sales platform, called “Pattern Exclusive”. The project, which was already in the brand’s plans, became a priority during the pandemic. Launched a month ago, the tool is already available to customers outside of Brazil, but should be expanded in the coming months.

Participant in Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – the result of a partnership between Abit (Brazilian Association of the Textile and Clothing Industry) and Apex-Brasil (Brazilian Export and Investment Promotion Agency), printing also made available a website that allows stylists and brands to apply the prints, the “Pattern Apply”.

The company’s commercial director, Caio Veronezi, says that he did not expect to get this project off the ground anytime soon, but that the pandemic accelerated the process. Caio explains that access is restricted to customers, who can see the entire collection of prints, as well as possible applications.

To guarantee the adhesion of customers, he highlights some essential features of the platform, such as easy navigability, quality in the visualization of drawings, and differentiated payment structure.

In addition to the ease of reach, with the catalog available to customers anywhere in the world, the solution, which will continue to function after the pandemic, is also beneficial for the environment, as highlighted by the executive: “Using technology generates less waste and improves the quality of processes”.

While the brand’s customers have access to the collection, which already has around 1000 prints, the “Pattern Apply” is not restricted and allows testing applications in a variety of ways, from female and male pieces to children’s and decoration.

In the last month, the brand has been dedicated to testing the platform and looking for ways to improve it. When the final model becomes viable, Caio says that they intend to open the solution so that other printing companies also create a similar platform.

International

The strategy of prioritizing international customers in the first stage of the platform is not for nothing. Caio explains that, due to exchange rate changes and the drop in the domestic market, betting on international sales is more advantageous at the moment. “The whole market is going to suffer a sharp drop (due to the pandemic), and the way to avoid this drop is to bet on exports. If we looked only at the market here, there would be no demand”, he believes.

With eight years in the market, Oficina Lamparina has participated in international events, such as Première Vision, since 2015. He says that fairs are important for making new customers, but he believes that this online presence should facilitate communication and service after the first contact.

According to Caio, the brand has already sold to countries on all continents, but it has England and the United States as its main target countries. This way, and supported by the tool, the printing company expects to end 2020 with 50% of sales to the national audience, and 50% to the international audience.

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 US$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).