The Covid-19 pandemic totally changed the Brazilian fashion scene and required rapid adaptation with digital solutions that will not be used only during the crisis. With that in mind, Apex-Brasil (Brazilian Agency of Promotion of Exports and Investments), ABEST (Brazilian Fashion Designers Association), ABIT (Brazilian Association of Textiles and Apparel) and Abicalçados (Brazilian Association of Footwear Industries) came together to start a partnership and launch the Brasil Fashion Now project, which will be featured on the BLANC Fashion digital platform - www.blancfashion.com.
With an initial duration of six months, Brasil Fashion Now is an action that takes place via Fashion Label Brasil (Program of Internationalization of Value-Added Brazilian Fashion), Texbrasil (Brazilian Fashion Textile Industry Internationalization Program) and Brazilian Footwear, fashion export programs in partnership with Apex-Brasil. It aims to introduce, facilitate and generate exports of Brazilian innovative and unique brands for international retailers, a model known as B2B (business to business). The project will appoint an exclusive space for Brazilian brands on the digital platform, which currently has more than 10k buyers from 60 registered countries.
Apex-Brasil's Project Manager, Flavia Egypto, points out that the agency had already been planning the growth of digital initiatives in its fashion projects - Fashion Label Brasil, Brazilian Footwear and Texbrasil. “Current circumstances have accelerated these initiatives and solidified the need for a joint venture to gain strength in the international market. We are confident that it will be a successful action ”, Egypto points out.
ABEST's president, Alberto Hiar, reinforces that, with the pandemic happening in the world, it was necessary to accelerate existing movements in favor of the use of technology in the designer fashion products export process. "We identified the need to respond immediately to this demand for digital services by members, because through it international buyers will have access to a diverse range of products", Hiar explains.
For Texbrasil's executive manager, Lilian Kaddissi, it was necessary to understand the best way to support companies in the current scenario: “At this moment, we felt it was important to listen to companies to understand the best way to help them. With that, we gathered information to set up online actions that would meet all their needs. It is through initiatives like this that Texbrasil brand members are able to expand their business, even with the present physical limitations ”.
Abicalçados' Commercial Promotion coordinator, Letícia Sperb Masselli, points out that Brasil Fashion Now brings Brazilian footwear closer to international buyers on a safe and convenient digital platform, “combined with proactive commercial efforts, in complete harmony with the new business models”.
To join the project, ABEST, ABIT and Abicalçados brand members must contact their association expressing interest until August 10th. The asking price to take part in the Brasil Fashion Now project is US $ 1,600 for the six-month period. It includes, among other benefits, the development of an exclusive web page with a digital Brand Book on the BLANC Fashion platform, and a personalized and exclusive commercial effort to market the brand.