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Brazilian brands popular in Japanese youth fashion market

14
Nov '05
Brazilian brands are very much popular and there are plenty of chances for expansion in Japan.

Six representatives of Brazilian fashion were in Tokyo, Japan, from October 31 to November 2 to participate for the first time in the Under Fair.

This conceptual event, which is geared towards youth fashion and streetwear, gathered a total of 32 companies, 26 of which were Japanese.

Stylist Martielo Toledo was one of the representatives of Brazilian youth fashion together with the Lucidez, Oestudio, Dizhum, Equatore and Maria Bonita Extra (accessories) brands.

'Despite not exhibiting or even selling in Brazil, my product is in 20 different stores in Japan, and 6 others in England,' says Toledo.

'The distributor, Chris Dehan, saw my products in London and made me a proposal to take them to Japan,' added the stylist.

'Brasil was represented by young stylists who were industrially well-equipped for exportation,' said Alfredo Mascarenhas, Special Projects consultant for ABIT.

Mascarenhas accompanied the Brazilian group, which traveled with the support of APEX-Brasil, through the Texbrasil Program.

'ABIT is opening a new niche for the Brazilian market, linked to modernity and streetwear.

The event was excellent for these brands to establish new contacts in the Japanese market,' he added.

A sign of approval and interest from the Japanese boutiques in this Brazilian concept for young products is the presence of the brands in the country's stores.


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