São Paulo – It was by going to haute couture expos in Paris that dresses by the Brazilian designer Helô Rocha have hit the stores in the Arab World. The brand started selling abroad less than a year ago, and now its items are available from boutique shops in the United Arab Emirates, Kuwait, Egypt, Bahrain and Lebanon.
“High-end fashion is very unique when it comes to going international. The buyers are real particular about exclusivity,” says Alfredo Mascarenhas, who’s in charge of International Relations for the Helo Rocha brand. He explains that sales are made directly to retailers, and the items are sold in the Arab countries at “exclusive boutique stores in the nightwear segment.”
Regarding the type of dresses Arab women prefer, Mascarenhas claims their tastes are “evolving.” “In the past, the dresses had to be worn with scarves, and they had sleeves and no cleavage. Now, they are quite welcoming of fashion products as-is,” he remarks.
The executive also underscores another shift in Arab women’s tastes. “At first, the Arab women would [buy] embroidery-heavy clothing. Now, they want new stuff,” he says. According to Mascarenhas, very few modifications are called for by buyers in the region, such as modest cleavage and transparency. He also claims Arab women are not too keen on dresses with prints.
According to the executive, most of the times, the brand doesn’t sell more than one piece of a given model to Arab stores. Lebanon, says Mascarenhas, is the top export destination for Helo Rocha.
The brand is also on sale in the United States, France and Spain. The executive declines to disclose current sales figures, but claims the goal is to export 20% of production.
In the Middle East, the brand’s goal is to break into the Saudi and Qatari markets. “Because they are also nightwear buyers,” says Mascarenhas regarding the two Gulf countries.
The designer’s eponymous brand Helo Rocha has existed since 2005. Her creations are featured in major Brazilian fashion events such as São Paulo Fashion Week and Fashion Rio.
Helo Rocha
Website: www.helorocha.com.br
Email: international@helorocha.com.br
*Translated by Gabriel Pomerancblum
