After the cancellation of fashion weeks and international trade shows due to the Covid-19 pandemic, event organizers bet on fully digital editions. This is the case of Cabana, the main beachwear segment trade show in the United States, which launches its special edition Cabana Virtual Marketplace in partnership with JOOR, an American digital platform that allows interaction between brands and large retail boutiques.
The event will take place from the 20th to the 22nd of July and Brazilian brands will be represented by brands such as Água de Coco, Catarina Mina, Haight, Lenny Niemeyer, SERPUI, Triya and Yukio with the support from Fashion Label Brasil, from Abest, and Adriana Degreas with support from TexBrasil, from Abit, both Brazilian fashion export programs in partnership with Apex-Brasil (Brazilian Agency for the Promotion of Exports and Investments).
These brands will continue to be featured on the JOOR platform for four weeks after the event is over. “Digital events were already discussed in the fashion market even before the pandemic. With Covid-19 happening, the fashion industry turned to technology to continue its business. Virtual platforms break geographical barriers, bring more innovation and new experiences, ensuing brands being closer to large retail chains ”, says Alberto Hiar, ABEST president.
Fashion Label Brasil is responsible for the attendance of Brazilian brands to the Cabana trade show since 2014, one year after its debut in the American market. The event takes place in Miami once a year, always in July, parallel to the SwimShow trade show and the city's fashion week.
In 2019, JOOR sold more than three million products, emerging in more than 144 countries- spread across Europe, North America, Asia and Oceania- with renowned retail stores Anthropologie, Bergdorf Goodman, Galeries Lafayette, Neiman Marcus, Net -A-Porter, Saks Fifth Avenue and Selfridges in its portfolio.