São Paulo – Beach fashion brand ‘areiabranca’ was born an exporter and invested in design and innovation to create sophisticated and limited collections of bikinis and beach clothes. The brand, which has been on the market for two years, established a partnership with the European Design Institute (IED), which developed the visual identity, the strategic analysis and also participates in the follow-through of production.
"The partnership was fundamental for the strengthening of the brand and for definition of a market strategy. This year we participated in two international fairs, in Miami and Paris, where we closed orders for 9,000 items," explained the brand’s export manager, Fernando Masetti. According to him, the brand has as its target public modern and up-to-date women, who do not follow tendencies, but create their own style.
According to Masetti, the brand also plans to enter more distant markets, like the countries of the Middle East and North Africa. "We have not yet received direct contact from Arab importers, but are greatly interested in working in the region," he said. Dubai, in the Emirates, is considered a potential market due to the great number of Europeans who live or spend holidays in the emirate.
In administration and establishment of the brand there are four people. Production by ‘areiabranca’ is outsourced to a small garment producer in Ilhota, in the state of Santa Catarina, with capacity for production of 8,000 pieces. "Now they are working on our collection to supply export orders and also to supply the demand on the domestic market due to the coming summer," said the manager. According to him, 90% of sales go to Europe, to sites like Gibraltar, Greece, Italy and France.
Current collection
The bikinis in the current ‘areiabranca’ collection bring out the woman’s curves, with top parts that appreciate the neck line and breasts and bikinis with broader sides, adjusting comfortably to the hips. Some of the bottom parts are pleasing to those who prefer more daring models.
Details come in the form of knots, metals, applied pieces and braids, with great creativity. The prints privilege nature, flowers and stylized leaves, as well as stripes that don’t meet, asymmetric.
The colours include combinations of white, black and beige, green, khaki, royal blue and turquoise, brown and lilac, as well as lighter tones with touches of wine and red.
Completing the collection there are beach clothes, in cotton, large shirts, tunics, sarouel pants and open-backed tanks.
Products by ‘areiabranca’ may be found in multi-brand shops in the main Brazilian and European capitals.
Contact
Site: www.modaareiabranca.com
E-mail: info@modaareiabranca.com
Telephone: (+55 11) 3125.6888
*Translated by Mark Ament