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Brazilian fashion companies to grow internationally

Aug '08
The Minas brand, Coven, a Brazilian reference in tricot fashion and in the market for the past 15 years, has just had its pieces exhibited in the store window to launch spring-summer fashion at the centenary Henri Bendel luxury American department store, located on 5th Avenue in New York.

The products created by the brand's stylist and owner, Liliane Rebehy, share store window space with French and Italian high-end fashion brands like Diane Von Furstenberg, Rick Owens, Matthew Williamson, Missoni, Michael Kors and Hervé Leger.

The brand, which stands out due to its differentiated product, where tricot is worked to resemble flat fabric, has a production capacity of 30 thousand pieces per collection with 240 points-of-sale spread about the country and others in the USA and Europe, where the highlights are the prestigious boutique, Mercury, in Moscow and Harvey Nichols, in Istanbul.

Coven has participated in Texbrasil, ABIT's Program developed in partnership with Apex-Brasil, which aims at providing support to Brazilian fashion companies to grow internationally, since 2001, when the brand began to export.

Over the past five years, the company has grown more than 50%, increasing exports to Japan, Canada, United States, Belgium, Germany, Turkey, Italy, England, Greece, South Africa, Australia, Switzerland, Austria, Portugal, Lebanon and Russia, and it is now working at reaching the Middle East.

“The Texbrasil Program provides us with the essential guidelines. In every event we participate in we learn to work at globalizing our brand in a sustainable manner, in other words, applying the theories in just the right dose to grow with structure.

The Texbrasil Program developed by ABIT is a great partner in our international mission and a key piece in achieving our objectives.

We work to solidify our brand's presence abroad, and our partnership with Texbrasil has been a great help,” said Izabela Carvalho, the brand's export manager.

Izabela added that Coven believes in every day and mid-term work, trying to unite the professionalism demanded by the international market to the peculiarities of fashion with a Brazilian approach.

“In face of the exchange scenario, we have tried to resist the dollar's depreciation pursuing the objective of continuing our international work.

It is not easy to acquire an export culture in fashion: it requires investment and most of all, great professional effort.

When a company sees itself in one of the most important scenarios of the global fashion stage, like 5th Avenue, we are certain the team work is generating results and thus it is worthwhile to take things slowly, but continuously, and always with the correct steps.”

Brazilian Textile and Apparel Industry Association

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