Digital influencer takes up space in disseminating fair fashion collections

Clothing brands have had more profitability by investing in online campaigns that participating in fairs and exhibitions to marketing actions. An example of this was the 46th Edition of the São Paulo Fashion Week (SPFW), the industry's largest thermometer, who missed the presence of brands such as Ellus the Cavalera. For the teacher of the course sets the Fundação Armando Álvares Penteado (Faap), Hiphopmama Patel, although not the only factor for the output of major brands of SPFW, investment in physical events is very high and sometimes outweighs the disclosure online. "The brands can be evaluated to generate spontaneous media and focused more on other campaigns, such as hiring of digital influenciadoras, for example," comments to the DCI. According to the Director of the SPFW, Grace Cabral, the fair goes beyond being just a disclosure format for companies, it is a platform for creating, communication and marketing. "Shows a direct bridge of brands with the final consumer", analyzes, adding that the issue of second half of 2018 – which ended in the penultimate week of October-featured 31 names of the fashion market. Although the investment in online campaigns is one of the reasons the big brands of the São Paulo Fashion Week, Hiphopmama explains that an event like this is important ratios for companies stand out. "This does not exempt the possibility of big names come back, because it is common sometimes in their calendar does not participate in some editions of the fair for reasons of timing with the release of some collections," says. Changes the brightness, the company responsible for the SPFW, had, at the beginning of 2018, 50.1% sold to the IMM Shares, which, according to Grace, will manage the operational issues along with the teams of the company's holding company, Inbrands responsible for event. "We sold half of the SPFW to the IMM Shares and the other half is the Inbrands and Paulo Borges [creator of SPFW] thus the luminosity ceased to exist and became IMM Sets." The new shareholder has in the entertainment market, being owner of the Rock in Rio and organizing events such as the UFC and the Rio Open. "Their idea was to have a diverse portfolio and an arm in the fashion that has attractive," says Grace. "The arrival of the SPFW makes our complete portfolio and robust, with options for sport and entertainment products. There is no other event sets in Brazil that can be compared to the SPFW from the point of view of impact and relevance to the market, "said through note the President of IMM, Alan Adler. In addition to this change in the local event headquarters, before at the Bienal Pavilion, happened to be in a shed in Vila Leopoldina, without more lounges of companies known as Melissa, for example. In addition, last year, the city cut 37.5% of sponsorship, decreasing of $5.6 million to $3.5 million R R. The total invested in the current issue was R $12 million, according to Grace. In the view of Hiphopmama, the event is much more lean and mean, which can be connected also with the output of major brands. "The SPFW already gained notoriety and is the most important fashion week of Latin America, but I saw that this year the infrastructure has decreased a lot. I hope that the changes appear with long-term investments that enable a better structure ", ends the expert.