INTIMATE FASHION SECTOR PROVIDES 7% HIGH in SALES

The advance of 2.4% in sales in the Brazilian market of intimate fashion last year and the prospect of expansion of 7% for this year are encouraging companies to invest. Last year, the market for lingerie, pyjamas, socks and swimwear moved $ 11.8 million, against r $ 11.5 million computed in 2011. And for this year it is estimated that this value reaches R $ 12.6 million, according to data released by the statistics and Census Institute Industrial Marketing (Iemi).
The likely expansion is based on the increase of domestic demand, especially with the growth of the C class, along with the appreciation of the dollar, which helps to stop the entry of imported goods purchased by retail, easing the internal competition. "The garment is a good consumer semidurável and the class C does not have a stock of clothing, but need to dress so, consumption of these pieces is very fast, as well as his replacement. In this way, the demand remains ", explains the Director of Iemi, Marcelo Prado. For the specialist, the growth of sales in intimate fashion should be boosted by the fitness segment items (sportswear) and lingerie.
According to the Iemi, the lingerie segment moved $ 5 million last year, while the swimwear totaled r $ 4.4 million. However, the best result came from socks, with consumption segment totaled r $ 2.3 million a growth of 4.3% pointing as compared to the same period in 2011. According to the President of the Union of textile industries of the State of São Paulo (Sinditêxtil-SP), Alfredo Bonduki, the sports segment is very strong in Brazil, and the events that the Country will host in the coming years support the marketing of this item.
"The half sports consumption grows very during this period, in addition, this area uses raw materials produced in Brazil as cotton and nylon, where our country is self-sufficient," says Bonduki. According to the Executive, the domestic manufacturers are investing heavily in dyeing and finishing area to make your socks increasingly attractive. In the new research conducted by Iemi, socks was the only one who has obtained positive results in all aspects.
Investments
An eye in this growth, domestic manufacturers like Scarlett 's, 2 rivers and Universe began to invest in the production of different items. The fact that export their products and take part in trade fairs abroad helped the 2 Rivers to realize in what areas the foreign brands were investing, according to company Vice President, Matheus F,
"If we had not prepared us back there, today we would not have chance to compete with the Asian", emphasizes F. With headquarters in Joinville, the manufacturer invests in the production of brassieres with lace and different colors to stand out. In addition, the brand sells a bra which adds up to two numbers the volume of breasts. The 2 Rivers invests about 5% of its annual turnover on research, betting on innovation and technology. According to Fagundes, the company's revenue should grow 10% this year, while the production will increase 5%.
Ja paulista Scarlett bet in niches. So, markets a special line for women who are breast-feeding. According to the marketing manager, Elemar of Souza Cruz, this market is growing, but only began to be exploited for five years. "We realize that there is a big demand in the segment of special bras."
According to the Executive, the search for lingerie more functional (that model the body) has also grown. "Now women are inserted in the labour market, so they seek to use items that make it possible to comply with all its commitments with comfort," he points out. In addition, according to the marketing manager, the investments made by the manufacturers of the sector more and more aesthetically pleasing, also contributed to the growing interest of women.
Considering also that niche, the Universe has launched a special line of accessories to enhance the Brazilian body. Called Underforms, the line has hypoallergenic bras. According to the company's marketing director, Marcelo Schmiliver, the company hopes to increase to 20% this year.
Despite the 2.4 percent expansion, the index, however, was below the rate recorded in recent years, when the intimate fashion segment was growing 4.2%. The production also showed negative results, smarting a 1.9% drop.