Ouseuse: Minas Gerais-based brand gains European customers

Ouseuse has been operating in the Brazilian underwear and beachwear segments for over 20 years and is now looking to expand its borders. Having already done some one-time exports, the company’s executives knew that in order to grow, they needed to deal with internationalization at the company strategically.

The push came after taking part in a talk about Texbrasil in Juruaia (MG), the city where the company is headquartered. In 2015, the brand joined the Program and engaged in a series of actions: it took part in consulting, welcomed foreign buyers and journalists at national events and took part in two edition of Mode City, a lingerie and beachwear trade show.

Among notable activities that made a difference in international preparation is consulting provided during Projeto Capsula (Capsule Project), which helps companies to rethink their collections X their positioning X the export market. “The first step for Ouseuse was breaking into the European market. The main point developed was definition of the brand’s identity. We were also able to better choose the range of products that we would take to international shows, focusing more on the public we would serve,” says the company’s CCO and partner, Cicero Augusto.

He adds that: “before we saw that buyers were coming to our stand and getting a little lost. The project helped us to put together the best product mix, separating by family, color, print, texture, etc., for example.” According to Augusto, the brand was able to better understand customers’ needs, having even done market research that led it to adapt a bra cup cut to the needs of European consumers.

As a result, it gained more customers. “We took part in Mode City in July of this year and had contacts with customers from Italy and Greece who closed orders with us. We were also in touch with a representative in Portugal that will work with our brand. At this show, we focus on beachwear, but we also bring our lingerie, which ended up really capturing the attention of buyers,” he says in closing.

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