São Paulo – Beach fashion by brand Feriado Nacional, from Minas Gerais, has been worn by Arab women since 2004. The company exports its beach fashion to four countries in the region: the United Arab Emirates, Syria, Egypt and Lebanon, the latter among the main markets for the company.
"The Arabs prefer bikinis with more discrete cuts. They are special cuts, at their request,” explained Fernando Santos Eduardo, the international business advisor at trading company Aquila International Business, responsible for Feriado Nacional exports. According to Eduardo, the most sold items are bikinis. The colour preference changes from country to country, with Lebanon preferring prints with defined images, not abstract.
Apart from bikinis, the company also produces male and female bathing suits and fitness fashion. In all, production totals around 40,000 items a month, of which 10% is exported. Over 10 countries buy from the Brazilian brand, including Turkey, Panama, Spain and Italy.
Edurado explains that the company has already participated in fashion fair Who’s Next, in Dubai, in 2010, and in business roundtables, also in the Emirates, in partnership with the government of Minas Gerais, in 2009.
According to the executive, with the retraction of the international market, the company has not yet decided whether it will continue participating in events abroad. However, to him, it is advantageous to continue. “Participation in fairs provides credibility, showing the market that you are ready to supply it,” he said.
To the advisor, the market in the Middle East requires partnerships in negotiations. "It is a market in which you must be aware of prices and delivery times. They are excellent negotiators,” he said. Prices of Feriado Nacional products range from US$ 15 to US$ 70. Among its clients in the region are store chains, distributors and boutiques.
Established in 1986, Feriado Nacional is headquartered in Divinópolis, Minas Gerais. With 30 employees, its monthly revenues are R$ 1.2 million (US$ 590,000).
Contact
Feriado Nacional
Site: www.feriadonacional.com.br
Aquila International Business
Tel.: (+55 37) 3222-0751
E-mail: fernando@aquilabr.com
*Translated by Mark Ament
