ESG in Fashion: True Transformation or Mere Superficiality?
ESG, standing for Environmental, Social, and Governance, has been widely discussed as an essential part of responsible corporate practices.
Since the pandemic, retail operations, in general, have undergone strong adaptations. The change in consumer behavior, new market demands and the production process volatility forced changes to happen more quickly. And it was exactly in a scenario of uncertainty mixed with a demand for adaptations and innovations that the Brazilian fashion market developed exponentially.
With a history that goes beyond the traditional national brands we know worldwide today, such as Patricia Bolandi, Farm and Melissa, the Brazilian fashion market has proven to be full of creativity and with a community open to innovation.
This unique blend of tradition and innovation has not only propelled the industry forward but has also created a dynamic platform for fashion enthusiasts, entrepreneurs, and creative minds alike.
Brazilian Fashion Market: Let’s Talk Numbers
According to Exame, in Brazil, the sector accounts for a significant share, generating R$229 billion, making it the leader in both order and quantity – representing 15% of all online purchases.
Given these impressive figures, it’s no wonder that investors and entrepreneurs are keen on enhancing this sector. They are bridging technology and sustainability to offer customers a novel experience.
Virtual fitting rooms and fashion shows,3D clothing, Web3 and NFTs are, each and every day, becoming a stronger reality for major fashion brands. And that isn’t different for the Brazilian market.
The Market Challenges & Opportunities
At a time open to change, there is much to discuss regarding respect for original traditions, cultural appropriation and business scalability. It’s important to say that the Brazilian market is complex – thus, its fashion market, too.
The country has a large territorial extension and cultural diversity. Therefore, one must understand that all problems shall be measured and faced by taking different perspectives into account.
There is an extremely interesting movement of collaborations between big and small brands worldwide. In addition to the growth of the “support your locals” movement, it has been playing a shift in consumer behavior and their needs.
The market is flooded with inspiring minds and innovative entrepreneurs who are constantly working on developing the best product they can. National independent brands are gaining worldwide recognition more and more. They’re eager to connect and always looking for new opportunities to grow.
At the same time, as it is a market thirsty for innovation and novelty, it is a market full of opportunity. At BEA, we believe in nurturing the potential of every brand and professional. We aspire to be the catalyst for their growth.
Our mission is to empower up-and-coming talents, offering them global experiences and strategic branding support to stand out. How? Meet the Market Insider Experience!
Brazilian Brands To Admire
We can only go beyond by looking at those who have done history. It’s not only a way to get inspiration but also to applaud their conquests. Here are eight Brazilian brands known worldwide that we admire.
FARM
Founded in Rio de Janeiro in 1997, Farm quickly became a beloved fashion brand known for its vibrant designs, eclectic patterns, and sustainable approach to fashion. With a deep connection to Brazilian culture and a focus on celebrating local artisans and traditions, the brand’s unique aesthetic resonated not only with the local audience but also attracted international attention.
Over the years, Farm grew its presence beyond Brazil, capturing the hearts of fashion enthusiasts worldwide. The brand’s international expansion was marked by a strategic approach, emphasizing collaborations with global retailers, pop-up stores, and an engaging online presence.
It is important to remember that Farm is one of the biggest cases of internationalization of Brazilian brands. It is even being studied at Harvard.
PatBo
Founded by the talented designer Patricia Bonaldi, the brand is celebrated for its exquisite craftsmanship, intricate detailing, and timeless designs. With a deep passion for fashion and an eye for innovation, Patricia embarked on her creative journey, drawing inspiration from her Brazilian roots and blending them seamlessly with international trends.
Renowned for its opulent couture pieces, embroidery work and ready-to-wear collections, the brand has joined NYFW’s official agenda and earned a loyal following among fashion enthusiasts and celebrities alike. One of her most talked about recent creations was the look Beyonce wore for her tour.
Alexandre Birman
It is also a well-known name and probably one of the most internationally loved Brazilian brands. With their classic and elegant sandals, many names have walked red carpets wearing a Clarita or other exclusive model. At the 2023 Oscars, a strong team opted for the designer, including Emily Blunt, Winnie Harlow, Molly Slims, Haley Lu, Key Adams, Olivia Dejonge and Caroline Ribeiro.
Arezzo
Established in 1972 by Jefferson and Anderson Birman, who is Alexandre’s father, the brand has achieved the status of being top of mind in the women’s footwear segment and has become a beloved best-seller in Brazil. It stands out for its unique blend of conceptual approach, superior quality, and modern design, catering to a diverse audience of women spanning various age groups.
Melissa
Melissa’s beautiful success story began in 1979 in Brazil. Entrepreneurial brothers Alexandre and Pedro Grendene decided to introduce something new to the market: plastic footwear for women. Given Brazil’s almost year-round warm climate, the aim was to create a product that the female audience would widely accept, as the shoes were perfect for the tropical weather.
The inaugural Melissa sandal was the Aranha model. Its success was so overwhelming that approximately 200,000 pairs were sold within just two months of its launch. The brand is famous for its products’ smell, marketing, and famous plastic material. It currently sells in more than 30 countries around the world.
Adriana Degreas
Established by Brazilian fashion designer Adriana Degreas, the eponymous brand has become synonymous with luxury beachwear and swimwear. Founded in 2001, the label swiftly gained recognition for its impeccable craftsmanship, sophisticated designs, and commitment to quality.
The designer’s inspiration comes from Brazil’s tropical beauty and cultural richness. No wonder there are vibrant prints, bold colors, and innovative silhouettes in her creations. With a keen eye for detailing and a focus on high-quality materials, the brand’s success story is a testament to its ability to blend Brazilian elegance with international appeal, making it a celebrated choice among discerning fashion enthusiasts globally.
Alpargatas – Havaianas
With 12 factories across Brazil and Argentina, along with distribution centers in the United States and Europe, Alpargatas has established its presence in 116 countries. The company, founded in the Mooca district of São Paulo, owns renowned brands such as Havaianas, Topper and others. Additionally, it holds licenses for Mizuno and Timberland in the country. In a strategic move in 2012, the company ventured into the premium apparel segment by acquiring the fashion label Osklen.
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