Paola Vilas<\/strong><\/p>\n \u201cThe surreality of Paola Vilas\u2019 jewelry redefines femininity,\u201d wrote Wallpaper magazine about Paola Vilas\u2019 work. \u201c[The magazine] defined in a few words what I\u2019ve always sought,\u201d said Vilas at the event. Her brand was born export-bound<\/strong>, and in her studio in Rio seven years ago, she was already selling to other countries. She took the opposite path and got known outside first. Today she lives in S\u00e3o Paulo and has two stores in the city and a webshop delivering worldwide. Her focus now is on the domestic market.<\/p>\n \u201cI think early on I wasn\u2019t so aware, but I always wanted to keep my product true, resonating with my truth, moving me, and touching me in a special place,\u201d she said.<\/p>\n The pieces, according to Vilas, are wearable sculptures<\/strong>. \u201cThey are conversation starters and open portals of connection between people,\u201d she stated.<\/p>\n Vilas launched her brand at age 23; today, at 30, she says creating a visual universe for a brand, its alphabet, and its language is necessary to stand out. \u201cTo just have a product you believe in, you think it is exceptional, you\u2019ve already tested, and people have connected with, that is provocative, is not enough. It is necessary to have an image to support that product, to add to it. Creating a brand today is creating a visual universe; it goes far beyond the product,\u201d she said.<\/p>\n Regarding the foreign market, Vilas declared it is fundamental to remain true to herself and not try to please everyone. \u201cAnd we need to stop regarding being in Brazil as being isolated from the world. We are in S\u00e3o Paulo; everything is possible,\u201d said the jeweler.<\/p>\n She became known through Instagram, wrote an editorial for Vogue Italia before writing for Vogue Brasil, and three of her pieces went viral after appearing on inspirational profiles. \u201cBoldness is also essential; you need to be a little crazy; otherwise, you won\u2019t do anything,\u201d she stated.<\/p>\n Today, her pieces are in multi-brand stores such as Selfridges in London, and Net-a-Porter, an international luxury brand. She has already sold pieces to Hong Kong, Japan, the Philippines, and Ukraine, among other countries, and had a Qatari client in London.<\/p>\n Since then, Vilas has seen domestic demand grow and, in 2019, decided to move to S\u00e3o Paulo and dedicate herself more to the domestic market. \u201cThe downside of exporting is that you don\u2019t know who you\u2019re selling to, how the message arrives. I shifted the strategy to serve the domestic market to mature this universe, language, products, and myself as a person,\u201d she said.<\/p>\n The brand already had 86% of its products exported. Now, she has been doing international collaborations with other brands.<\/p>\n Havaianas<\/strong><\/p>\n Camila Foga\u00e7a worked for ten years in the international department of Havaianas<\/strong> and accompanied the brand\u2019s internationalization process. She said Havaianas sandals with the Brazilian flag were the starting point for the process.<\/p>\n The stock of Havaianas with the Brazilian flag after the 1998 World Cup, in which the national team lost the final to host country France, became the exported product. \u201cThe brand took advantage of the moment when Brazil was on the rise, not only for football, but music, beaches; it was an aspirational country, and the product sold well,\u201d she said.<\/p>\n \u201cTaking the country\u2019s DNA into the product, Havaianas have become an object of desire abroad, and in Brazil, an object of pride,\u201d she declared.<\/p>\n Collaborations with stylists, Havaianas on the catwalks, presence in multi-brand stores such as Harrods and Macy\u2019s, and celebrities wearing flip-flops contributed to the brand\u2019s globalization.<\/p>\n The brand knew how to reinvent itself and today has over 5,000 models of footwear, not just flip-flops, as well as clothing and accessories, such as bags and sunglasses. \u201cThis brings more repertoire of occasions to use, and consequently a longer journey of consumption,\u201d said Camila.<\/p>\n The countries where Havaianas have adapted the most are those less formal and with greater identification of the summer culture and where summer is present for a longer time, such as the Philippines, Thailand, Australia, and New Zealand. \u201cConsumers often don\u2019t even know where Brazil is on a map, but they know the music, culture, beach, samba. In Europe, this is very common. People wear Havaianas for three months a year in the summer. Despite everything, the lightness of the summer spirit is aspirational, desired,\u201d she said.<\/p>\n The tip for exporting, according to Camila, is \u201cnot just to export an iconic product, but also the lifestyle, the mood with a smile and the lightness of living the Brazilian life.\u201d<\/p>\n Arab Brazilian Chamber<\/strong><\/p>\n The Marketing & Content director of the ABCC, Silvana Gomes, said early in her career she worked with footwear in Rio Grande do Sul and later in S\u00e3o Paulo, in the cosmetics industry. For about 30 years, she has been working with international trade.<\/p>\n An ABCC director since 2021, she presented the organization\u2019s services and spoke a little about the fashion market in Arab countries.<\/p>\n \u201cIn addition to the Gulf, there are other regions we cover in North Africa with potential markets, including for luxury, such as Morocco, which has been emerging in this market, as well as Egypt, which has entered the tourism scene in Brazil,\u201d she said. She mentioned Tunisia and Mauritania could be other prospective luxury destinations.<\/p>\n \u201cThe Arab market is made up of people who like luxury, take care of their image, like to preserve family values, and cherish long-term relationships,\u201d she said.<\/p>\n Silvana also spoke about halal fashion. \u201cThese are more modest pieces under the principles of sharia. Women prefer fluid fabrics, and, in general, the sustainability of products is highly valued,\u201d she said.<\/p>\n Translated by El\u00fasio Brasileiro<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" The founder of jewelry brand Paola Vilas; the fashion exports specialist, Camila Foga\u00e7a; and the Marketing & Content director of the Arab Brazilian Chamber, Silvana Gomes, spoke about their experiences in exporting fashion products, such as jewelry and footwear, at an event at S\u00e3o Paulo college ESPM.<\/p>\n","protected":false},"author":2305,"featured_media":350792,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[107],"tags":[15580,44566,592,44580,11083,44581,6322,44567,17876,11698,34139,44568,18395],"class_list":{"0":"post-358741","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-opportunities","8":"tag-espm","9":"tag-exportacao-moda","10":"tag-fashion","11":"tag-fashion-export","12":"tag-havaianas","13":"tag-havaianas-exports","14":"tag-jewelry","15":"tag-joalheira","16":"tag-joalheria","17":"tag-joias-ar","18":"tag-moda-en","19":"tag-paola-vilas","20":"tag-silvana-gomes"},"wps_subtitle":"The founder of jewelry brand Paola Vilas; the fashion exports specialist, Camila Foga\u00e7a; and the Marketing & Content director of the Arab Brazilian Chamber, Silvana Gomes, spoke about their experiences in exporting fashion products, such as jewelry and footwear, at an event at S\u00e3o Paulo college ESPM.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/358741","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/2305"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=358741"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/358741\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/350792"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=358741"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=358741"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=358741"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/anba.com.br\/wp-content\/uploads\/2023\/08\/WhatsApp-Image-2023-08-17-at-15.59.08-6-600x450.jpeg\")
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