Débora Rubin*
São Paulo – A small T-shirt factory in the city of Belém, capital of the northern Brazilian state of Pará, wants to prove itself capable of making quality clothing for export. Originally established ten years ago as a uniform manufacturer, the Via Terra company has also been investing, for over a year now, in 100% cotton male T-shirts aimed at conquering the domestic market, and pleasing the tastes of European and Arab customers. According to the company director, Bruno Vieira, those are the two most promising markets for their type of product.
Making clothes in northern Brazil is no easy task. Vieira explains that all the raw material used in the manufacturing of both uniforms and T-shirts is "imported" from the city of Belo Horizonte, capital of the southeastern state of Minas Gerais. "There is only one fabric mill here in Pará, and the quality is not so great," he said. Manufacturing male T-shirts in a land with no textile tradition requires not only logistics, but also an enterprising spirit. Even before expanding his production outside the city limits, Vieira is already thinking about crossing the ocean. "I am still analysing the export market. I have spoken to trading companies and contacted Canadian importers," said the director of Via Terra.
Current T-shirt production stands at 10,000 pieces per month, which are absorbed by consumers in the city of Belém. "Our T-shirts are available for sale at the main stores in the city. But since we also have many retailers who buy our pieces, Via Terra products end up being sold throughout the entire state of Pará." The goal is to double the production within six months.
The company decided to invest in male fashion in order to diversify their production. After all, school uniforms are a seasonal product – with greater sales at the end and beginning of the year (when the new school year begins in Brazil), and low demand in the remaining months. Annual production of school uniforms is 40,000 pieces. In total, 20 people work at the factory.
Quality and brand
Via Terra T-shirts feature exclusive prints for males, both children and adults. The pieces are colourful, printed and cheerful. "We always keep an eye out for what people wear in the soap operas, what the large manufacturers are doing, and what people wear in southern Brazil," said the director of the company. The target buyers include the middle and lower classes. Each T-shirts costs 8.50 Brazilian reais (approximately US$ 4.00 at current exchange rates) for purchases of 5,000 pieces or more.
After the first phase, which was investing in special equipment for T-shirt manufacturing, has been concluded, Via Terra is now considering investing in promotion actions. Up until now, their marketing strategy has been word of mouth. "We already have quality. Now we must invest in the image of our brand," says Bruno Vieira.
Via Terra
bruno_amazon@yahoo.com.br
*Translated by Gabriel Pomerancblum
