São Paulo – The Middle East was chosen by the Brazilian Textile and Apparel Industry Association (Abit) as a priority market for garment exports in 2011. Between 2009 and 2010, the region purchased US$ 9.5 million in national fashion products and, according to Rafael Cervone, the director of the Brazilian Fashion Export Program (Texbrasil), the forecast is for growth of 5% to 10% in sector exports to the Middle East this year.
"They (the clients in the region) have high buying power and like luxury material, which is in their culture. Despite being covered, women like our lingerie and our beach fashion, which they may wear in clubs," said Cervone regarding the reasons for choice of the Middle East for promotion of Brazilian fashion.
According to the director at Texbrasil, the Arabs also praise the quality of material and appreciate sustainable products. He also pointed out the importance of sales at shopping canters. "Despite the pulverized retail, sales in shopping centres are very important. They may represent up to 50% of a country’s GDP."
The United Arab Emirates is the main buyer of Brazilian fashion in the Middle East. In 2010, the country purchased the equivalent to US$ 2.763 million from Brazil, 26% more than in 2009. In second place came Lebanon, which imported US$ 2 million, especially in bath, table and bed linen, 17% more than in the previous year. Saudi Arabia and Kuwait completed the list of main Arab buyers of Brazilian textile products in the Middle East.
Promoted in partnership with the Brazilian Export and Investment Promotion Agency (Apex-Brasil), Texbrasil has been developing trade promotion, with participation in fairs and events, and also in image to boost Brazilian fashion sales to the Middle East.
Cervone said that since the program started supporting participation of Brazilian companies in fair Who’s Next Dubai, in 2009, 22 national brands have already exhibited at the event. Apart from that, over the last five years, Texbrasil has brought 25 buyers from countries like the Emirates, Qatar, Kuwait, Lebanon and Syria to negotiate with national exporters. With regard to trade promotion, the program has already brought 38 journalists over the last five years for participation in Brazilian fashion events, like Fashion Rio, Minas Trend Preview and the Premier Brazil.
Regarding the products exported to the region between 2009 and 2010, 74% were garments, 16% bed, bath and table linen and 11% textiles (fabric). According to the director at Texbrasil, female fashion was responsible for a good share of sales from Brazil to the countries of the Middle East. "They are knit garments, synthetic and natural fibre and sports clothes. Bath, bed and table linen are also much shipped, including towels and sheets, as well as lingerie, beach and casual fashion," said Cervone.
The director pointed out that of the 500 companies in the program, 52 exported to the Middle East in 2010, 33 of which had never sold to the region. "Brazil is learning that the non-traditional regions gain importance in company strategy with each year," said Cervone.
He does not have figures for investment in promotional activities in the region this year, but explains that they should grow 15% as against 2010. "The region is strategic. Brazil has an enormous potential for growth there," he said. Among the investment in image, for example, are ads in local fashion magazines and the installation of outdoors, when Brazil is participating in events abroad.
Sector exports
In 2010, textile and garment sector exports totalled US$ 1.4 billion. The value represents just 3% of total sector revenues, which were US$ 52 billion. According to Cervone, Abit forecasts average growth of 5% in total exports for 2011.
The main import market for Brazilian fashion is Argentina which, in 2010, purchased US$ 392 million. Then came the Untied States, Paraguay, Uruguay and Mexico. In Brazil, the textile and garment sector represents 5.5% of the GDP of the transformation industry, offering 1.7 million direct jobs in 30,000 companies all over the country.
In production of fabric, Brazil is also in a prominent position. According to figures disclosed by the Abit, the country is the second main global producer of denim, the third main producer of knit and has the fifth largest industrial textile park in the world, with nine billion garments produced a year.
*Translated by Mark Ament
