The first edition of the fair in Miami, United States, focused on international brands, DestinationMiami, begins this Saturday and runs until next Monday. The event will feature the participation of seven Brazilian retail brands, totaling 50 international brands, and is expected to attract an audience of 1,500 retailers from American department stores, international specialty shops, regional stores from Florida, and more from South America and the Caribbean.
The director of the retail fair, Hillary Joseph, states that the goal of the event is to offer a differentiated and exclusive product from designers around the world. This will reach a new audience and enhance business opportunities.
She adds that Brazil is one of the leaders in retail for beachwear. “I was fortunate to create connections with the local industry and brands from São Paulo and Rio de Janeiro. Personally, I always buy a lot when I’m in Brazil and look for things ranging from shoes to jewelry and clothing that I can’t find anywhere else.”
Hillary also declares that, in her opinion, for a long time, American stores and consumers feared all Latin American brands. However, in recent years, South American designers have become increasingly popular. “We discovered that the Brazilian industry goes beyond beachwear. There are true leaders coming from there who are changing the way we perceive Latino designers,” she affirms.
Among the seven participating Brazilian companies is the famous Brazilian beachwear brand, Haight, created five years ago, present in Rio de Janeiro, São Paulo, Minas Gerais, Espírito Santo, Pernambuco, Santa Catarina, and Rio Grande do Sul. According to the commercial director, Maria Antonia Lunau, since the brand’s inception, growth has been quite aggressive, and the aim is to double the size of the company year after year.
“We believe that participating in this fair in Miami is ideal for our growth. However, we have also participated in other fairs in Miami such as Cabana Miami, in New York, and the Blanc Fashion showroom in Paris,” she shares.
She adds, reminding that it is summer in North America, that this is one of the most important weeks for the global beachwear market. “All eyes are on Miami, and since our goal is to become a global brand, we believe that being there during this period, Haight will be among the most important brands, buyers, and editors in the world.”
Regarding expectations for the future, the goal is to open new points of sale in the USA and worldwide. This year specifically, the aim is to increase market share in Europe.
Another significant presence at the fair is the brand from Minas Gerais, Hana Khalil Beachwear, founded three years ago, which already operates throughout Brazil and other countries, investing in deliveries through its website. According to the brand’s director, Cecilia Saint-Viteux, growth from last year to this year was 80%.
“Miami is not our first fair; we have participated in Exposed in Paris, we joined the Brazilian Association of Designers (Abest), and we have also organized ourselves internally with stock, language, and price adjustments,” she explains.
She adds that it is very important to participate in fairs when wanting to expand the brand internationally because that is where the main global buyers are. The brand does not yet have its own store in the United States, but is investing in multi-brand stores that distribute its pieces and is enhancing its website to offer deliveries worldwide.
“We intend to grow more than last year. Our expectations are always optimistic, but it is also necessary to observe and monitor the market to avoid making big moves without achieving results.”
SERVICE:
From July 13 to 16
Faena Bazaar, Miami Beach
Florida, USA
www.ubmfashion.com/shows/destination-miami
VIVIANE FAVER
Journalist
vfaver@gmail.com