Geovana Pagel
São Paulo – So as to guarantee quality and competitiveness and expand sales on the foreign market, the Brazilian eyewear sector, to have revenues of an estimated US$ 280 million in 2004, is starting to organize itself internally. For next year, the formation of an eyeglass frame export consortium is forecasted.
Figures provided by the Brazilian Association of Optical Products and Equipment (Abiótica), show that in 2003 the Brazilian market for products and equipment imported US$ 62.2 million and exported US$ 17 million. For this year, the forecast is to import around US$ 60 million and export an estimated US$ 20 million.
"The trade balance still shows a deficit because the value of import by famous brands is still very high," stated Abiótica president Synésio Batista da Costa.
Up to last year, frames were the most exported product. This year, however, sales of contact lenses have taken the lead, stated Costa.
"The sector is still undergoing a period of organization of the internal market. We are taking care of various aspects, especially with regard to quality, and later we will start a foreign trade strategy," he explained.
The main markets for Brazilian sector products are the United States and Europe, but entry in the Arab countries of the Middle East and North Africa is a target stipulated by the Abiótica president. There is, however, according to him, great competition with large producers.
"Brazil has not yet entered the Arab market. As they have high buying power, products sold are mainly from Italy and the United States. Especially due to the kind of market, famous brands dominate the region. So as to dispute that market, we still need great qualification," he commented.
Solid gold frames
De Laurentis Comércio de Produtos Ópticos, based in the southeastern city of São Paulo, however, already has its own strategy to enter the Arab market in the Middle East. It has developed glasses made out of solid (18K) gold, presented for the first time at the Abiótica fair last year.
This is a product specially made for the Arab market, stated Paulo Sérgio De Laurentis, one of the brand owners. The model was developed after six years research by Brazilian goldsmith Ortega, creator of brand Ortega Gold.
"Our first objective is to put them on the market in Brazil. In future, we want to find an international representative. The Arab countries, for example, are potential importers due to their large buying power and good taste," he stated.
According to the businessman, one of the differentials of this model of glasses is the supporting plates, which are also made out of solid gold, making them sophisticated and original. "Another advantage of the golden frames and supporting plates is that they are anti-allergic," he explained.
"All glasses are made within the most rigorous international quality standards. They are polished manually, are not bathed, and maintain their original colour for many years," he finished off. The average price of these "jewels" should be US$ 1,700 at stores.
Against forgery
Among the current sector targets is the fight against forgery. In 2003, forged products were 60% of the domestic market. That will, undoubtedly, be an important step to increase sector participation on the foreign market.
According to the Abiótica president, in 2004 this figure should drop due to the creation of the Abiótica Origin and Safety seal, presented during Abiótica 2004 fair, at the beginning of July, in São Paulo.
"This level should drop to around 50% this year. This is certainly still a high level, but we have already started moving towards sector modernization, and are taking the first, though important, steps in this sense and working for the market to be formal in up to five years," explained Costa.
Contact
www.abiotica.com.br
www.delaurentis.com.br
