São Paulo – Brazilian knitwear brand Maria Pavan has established itself in the Arab markets by catering to modest fashion consumers. Buyers in this segment usually follow a religion – such as Islam – which is predominant in Arab nations – and value comfortable, neutral clothing that does not expose much of the body. Maria Pavan, however, went beyond these characteristics to conquer this audience abroad.
“We brought a modern and high-quality product with a fresher, younger, more contemporary look, respecting religious principles and requirements, but with a more modern edge,” said the Export & Style director of the brand, Mariana Pavan, to ANBA. The company serves these consumers not only in Arab countries but also in other markets where it operates, such as the United States.
Maria Pavan produces women’s knitwear, such as blouses, coats, dresses, skirts, and pants. Everything is made from noble raw materials, such as cashmere and silk. The brand operates in the premium segment in Brazil and abroad, with clients in classes A and B. Products are sold in boutiques, especially in shopping malls.
Maria Pavan was established 40 years ago in Porto Alegre, the capital city of the state of Rio Grande do Sul. The founder, who gave her name to the brand, started the business making knitwear for third-party companies. Since the beginning, the brand also had its own works, but they gained a central role in the operation about ten years ago, with the entry of Maria Pavan’s daughters, Mariana and Maria Letícia, into the company. Maria Letícia is the Managing director. Today, 90% of revenue comes from the Maria Pavan brand and 10% from third-party supplies.
Exports started in the same period. The doors to foreign markets were opened through participation in shows in Paris and New York. Currently, the brand serves 12 markets; the USA, Colombia, Dominican Republic, Japan, Australia, Saudi Arabia, the UAE, Portugal, Spain, France, Italy, and the United Kingdom. According to Mariana, the USA is the primary market, and Saudi Arabia is the second.
The entry into modest fashion began with customers at shows asking for modifications in the pieces, and exclusive clothing was tailored for them. “In two to three years, we learned well what they wanted,” reported Mariana. According to the director, the brand now develops collections for this audience without needing changes. “We specialized in exporting modest fashion,” she said.
Exports currently account for 17% of Maria Pavan’s revenue. Purchases from the UAE and Saudi Arabia represent 5% of the company’s revenue and almost 30% of international shipments. As in all markets, boutique and department stores sell the brand’s products in the region. “Now we are sending (products) to Harvey Nichols in Dubai,” said Mariana.
The Export & Style director said the company has been growing in Arab markets, within the stores it already serves, and in the number of customers, reaching more points of sale. New contacts with Arabs partners are still happening in international shows. “The customer sees you once at a show and may not buy at first. The next year he takes another look and doesn’t buy. Then sees you for the third time, buys a little, and then starts buying more. I feel the Arab customer is like that; they gain confidence and buy more,” said Mariana. The company seeks to expand even more in the Arab world.
Export model
Maria Pavan received the Export Award from their state Rio Grande do Sul for five years straight, reaching the Gold seal of the award. Recently, the brand also launched its export-oriented collection, Export Edition, in the Brazilian market, offering more options for local consumers. The collection is different, the color palette has new tones, and the same models are sold abroad.
In Brazil, the brand has been increasing its e-commerce, which was launched during the pandemic; now, revenue share already represents 20%. Maria Pavan’s online store is being restructured, and the new version will be launched with the following winter collection in March. Maria Pavan also plans to open its own sales points in Brazil. Currently, the products are sold in multi-brand stores. “In the future, the goal is to place the brand in a São Paulo mall,” said Mariana. The executive reported this plan is being drawn up now and the store is expected to be open in the next two years.
Contact
Maria Pavan – Premium knitting
https://mariapavan.com/
Email: vendas@mariapavan.com
+55 (51) 3245 2575
+55 (51) 80509138
Translated by Elúsio Brasileiro
