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Demand grows for Brazilian fashion international fairs
Oct '08
An appreciated real and an ocean of distance were no obstacles for the 46 Brazilian companies that participated in the main summer fairs in France through Texbrasil, a program to leverage the country's textile and apparel products, developed by the Brazilian Textile and Apparel Industry Association (ABIT) in partnership with Brazil's Trade Investment and Promotion Agency (Apex-Brasil).

In comparison to 2007, despite the little encouraging macroeconomic scenario for the sector, the number of participating companies grew 63% and projected business volume 50% at two of the main international fairs for Brazilian fashion.

Brazil, which is naturally already a reference in beachwear, stood out at Mode City Paris, the largest event in Europe for beachwear, fitness and lingerie. And at Prêt-à-Porter Paris, another of the largest business fairs for apparel on the old continent, Brazilian companies also gained market driven by the concept of sustainability.

“While circulating through the French fairs, I noticed that buyers from different countries sought Chinese products when they wanted price; they visited Italian companies in search of design and brand, but when they came to our companies they were focused on ethical products, with social and environmental responsibility.

Brazil transmits this image of multiple ecosystems, an abundance of flora and fauna, 8 thousand kilometers of beach, and a happy and proud country with its own cultural blend. This image of sustainability has been yet another differential for Brazilian fashion,” explains Rafael Cervonce, Texbrasil director.

Mode City – Bikinis: Brazil's cup of tea:
Eight years ago, Texbrasil decided to stake the Brazilian flag in the most important territory of beach and lingerie fashion in the world, Mode City Paris (previously known as Lyon Mode City).

Until then, half a dozen Brazilian business owners had already made a few incursions there on their own. With the support of Apex-Brasil, ABIT gathered a larger number of companies and realized that, in terms of bikinis, Brazil ruled the beach, and it began to take charge.

Today, 21 companies participated in the last edition of Mode City, held September 6-8, with the right to a Brazilian fashion show on Independence Day, which was applauded by the foreign press, buyers and even competitors.

It was one of Brazil's best participations and the exhibiters calculate sales of around US$ 1.038 billion over the next 12 months. “Our participation was very good, because we have a representative in France who stayed at the stand the entire time, and there is nothing like having someone who speaks the country's language.

We were able to sign a three-year contract with monthly production to France. Israel also got in touch with the factory and placed an order, as did other countries,” celebrates Beatriz Dockhom, of Bia Brazil. The results were surprising even for those who went for the first time.

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