Underwear gets status of accessory and boost in production

São Paulo-Hide the lingerie under their clothes is a thing of the past. Today, intimate parts serve to give more attachment of the visual style and with the "new status" intimate fashion industry has already begun to tread new paths. It is expected that domestic production to grow 3 percent this year on 2016.
According to the survey of IMEI-market intelligence, the Brazilian clothing must deliver more than 800 million pieces this year compared with 778.9 million produced in the last financial year.
The expansion of activity, although the country still show a low, domestic consumption is mainly due to the design of the clothes and the new technologies applied in the underwear, says the President of the Council of the Brazilian Association of Textile and Clothing Industry (Abit), Fernando Pimentel. "The thread progressed much in terms of innovation and the lingerie has become an accessory," says the Manager.
But that''s not all. Since the beginning of this year sales of semi-durable consumer goods, including clothing and footwear, has been registering significant improvement in about 2016, says the Director of IMEI, Marcelo Prado.
"The weather has helped a lot with the locker room market, especially in the winter. We had weeks of cold next important dates such as mother''s day and Valentine''s day, which ended up taking more consumers shopping, "says the consultant, adding that once inside the store, the customer ends up buying also need articles and not only this. "Almost nobody left the House to buy underwear, panties, stocking. However, inside the store is easy to convert the business, "he points out.
According to him, with the best sales this year, compared to 2016, retailers have shown more confidence to perform new orders. "The winter saved this year. The goods had more fun, retailers became more confident and, with capital in hand, can leave for year-end orders and summer, "said Prado.
Even so, in his opinion, the domestic market will still submit an offer above the demand in 2017 and 2018. "We''re off the bottom [registered in 2016], but only in 2021 let''s resume the peak demand seen in mid-2010," believes the Director of IMEI.
The Coordinator of the lingerie line of Textile Berlan, Bruna Fernandes, note an increasing demand especially in the segment of higher added value. According to her, the production featured a large growth in 2017 front last year, due to greater supply of innovation in fabrics: combating cellulite and functions to the hyperopia are high and have great strength. "The intimate fashion segment is no longer hidden, clothing accessory and status leaves won", he ponders.
Already the Director of Fruit de la Passion, Marie Alba Romeo, says that demand "is a little better" this year in about 2016, however, prudence must dictate the tone of the business.
"The demand is still shy. In addition, specific lingerie has gone through changes of concept. Many monomarcas entering the retail market, which creates a new dimension to the sector. We need to have a larger attention to understand these changes to adapt in this new scenario, "points out Marie.
Export
Today, in addition to proper manufacture, in São Paulo, the Fruit de la Passion has eight stores and retailers across the country, and also export, according to the Director of the company. "As the brand is not yet known internationally, we are using the tools of communication in social networks and local magazines".
Currently, models of manufacturing are in some stores in the United States, United Kingdom, France, Paraguay, Chile, Portugal and Angola.
The Textile Berlan is also looking to the international market, reveals Bruna Fernandes. "The company returned to export two years ago and shipments have won space in billing". The Coordinator note that "when the company takes its collections to other countries, buyers are delighted" with the design of the brand.
In the view of the Chairman of the Board from Abit, Fernando Pimentel, the recognition of the quality and design of the Brazilian products contributes to increased exports, but currency exchange issues and bureaucracy still pose difficulty for the apparel sector as a whole.
Marcelo Prado consultant considers healthy exports of at least 10% of production. However, the Brazil sells to other countries only 1%. "The exchange rate get brazilian competitiveness and small [almost 97% of the market] has difficulty exporting," concludes the Director of consulting.
The forecast is that the shipments of parts of the fashion segment and to sleep not exceeding, 8.4 million, an increase of 11.5% in comparison with the last year, calculates the IMEI.