São Paulo – The salver of Bahianas Luciana Galeão and Márcia Ganem includes fashion and much style. But not following the tendencies presented in the last season in Paris. To these stylists, what is important is creating from different references, investing in delicacy and differentiation. The result? Collections far from commonplace. And that is how they are winning clients abroad. Apart from their talent and creativity, both entrepreneurs do not forget the management of their businesses, that is, what makes them successful, with participation in fairs and elaboration of attractive and efficient sites for their brands.
"I develop conceptual work, with references from art, having wanted to innovate right from the start," said Luciana Galeão. The stylist, who applies mosaics to clothes, among other possibilities, creates and produces her clothes in Salvador, Bahia. And dresses women "from 30 to 80 years of age". "My clients are modern, seeking added value in the clothes they wear," she explained.
In fact, the buyers of dresses, skirts and blouses signed by Luciana may abuse of the female, comfortable style that is seen in shop windows. "Our production process is artistic," explained Luciana. "Some products take up to 20 days to be ready," she explained. To show this characteristic of art at the service of fashion, the stylist gives names like "Gaudi", "The Eye that Answers" and "A Garden of Lines" to her collections.
Today, Luciana sells her three annual collections at eight points of sale in Brazil. Abroad, she has already exported to markets like Spain and Kuwait. "We are going to return to foreign sales in 2011," she said.
Success abroad
Firmly established in exports of her women’s clothes brand, Márcia Ganem has 70% of her revenues connected to sales in countries like Germany, Saudi Arabia, Bahrain, Spain, England, Italy and Japan. "The company was established in 1996 and, in 2003, we started selling abroad," she explained.
The secret to attracting the attention of Brazilians and foreigners? Mixing references like "art, jewellery and even music" for production of the items. Straight from Salvador, the stylist likes to create new techniques, granting different use to specific practices. "I use much weaving and knots from jewellery production in my clothes, for example," she said.
Another highlight of the brand is the “Tide’s Flower” lace, developed by Márcia. The embroidery may be made from recycled polyamide fibre. A fashion contribution to sustainability, may we say? "The items in polyamide fibre are the most sold," said the stylist. "The whole work has been seeking new consumer positioning. We are trying to join engagement and environment to exclusiveness," she said.
This way, the brands clothes racks at the shop in Pelourinho, in Salvador, the capital of Bahia, are always full of delicate clothes, with that artistic and chic touch. And that is never forgetting the market. "We are always seeking what’s new and investing in research and development," said Márcia.
On the right route
Judging by the guidance of the Foreign Trade consultant at the Brazilian Micro and Small Business Support Service (Sebrae), Jaime Kochi, Luciana and Márcia are on the right route. According to him, just 2% of national small companies export. "Most of the small companies focus mainly on the orders they receive, normally from people visiting Brazil, seeing the products and becoming interested in them," she explained.
The recipe to get there? Get ready for such. "It is necessary to have an attractive, well made site and to seek guidance to reach the foreign market, to participate in events," said Kochi. According to the consultant, procedures of the kind are the exception among the 4.5 million Brazilian micro and small companies in operation.
For those who do their homework, however, perspectives are good. "I have no doubt that the small companies will have more space abroad in coming years," he explained. "Markets like those of the Arab countries, South Africa and India are some of the most promising, mainly after the closing of trade agreements with Brazil," said Kochi.
The consultant’s optimism makes sense. In the Brazilian textile sector, small companies answer to 70% of the companies that, in 2010, had revenues of US$ 52 billion, with foreign sales of US$ 1.4 billion. For 2011, the target is to grow at least 3.5%. If it depends on the creativity of entrepreneurs like Luciana and Márcia, the expansion will be greater.
Tomorrow, in the Making the difference series read:
Cosmetics and semi jewels with an extra touch
*Translated by Mark Ament
