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Fashion event to strengthen image of Brazilian products in Japan
Feb '08
For the second time, the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) will take the best of Brazilian fashion to Japan.

The second Brasil Fashion Now event in Tokyo to be held from the 11th to the 13th of March, will present well-known Brazilian fashion, footwear and accessories brands.

During three day, nationally and internationally known brands, such as Carlos Miele, Franziska Hubener and Apoena, will exhibit their products to Japanese buyers.

The expectation is to attract over 2,000 people during the event and generate immediate deals of approximately US$ 3 million.

“The initiative seeks to, mainly, strengthen the image of Brazil and its products in Japan, thus increasing the commercial relationship and cooperation between the two countries”, says Apex-Brasil president, Alessandro Teixeira.

To him, it is important to prioritize the sale of products with high added value for the Japanese, as well as focusing on innovation and technology.

Considered one of the most important segments for the country's economy, just the textile sector, according to data from ABIT, earned last year, US$ 34.6 billion, a growth of 4.8% over 2006.

Of this total, US$ 2.4 billion were applied to the international market. It is the second largest employer of the transformation industry and the sixth largest world textile producer.

The textile industry invested over US$ 10 billion in machinery, equipment, installations, training and research in the last 10 years.

And Brazil now has 70 fashion and design schools, besides 12 universities and colleges training graduate level professionals, who develop advanced technological researches.

“Japan is an important buyer of Brazilian products, especially quality, sophisticated and exclusive items”, highlights Teixeira.

The president of Apex-Brasil also pointed out the level of demand in Japan is very high, but that the Brazilian businessman is qualified.

“We have long term work to be done and the Brazilian product has all the conditions for entering this market”, said Teixeira.

Brazilian Textile and Apparel Industry Association

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