The beach style that can only be found in Brazil has arrived in style at Galeries Lafayette in Dubai, in the United Arab Emirates. On March 6, Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – held through a partnership between Apex-Brasil (Brazilian Trade and Investment Promotion Agency) and Abit (Brazilian Textile and Apparel Industry Association) – joined the Fashion Jardim showroom to hold a launch event for a casualwear, beachwear and resortwear pop-up store. The selection of Brazilian brands includes Amir Slama, Karla Vivian, Skazi, Guria Beachwear, Salinas, Água de Coco por Liana Thomaz, Cecilia Prado and Sinesia Karol.
The pop-up which will be open for two months at the Dubai Mall unit of Galeries Lafayette took in BRL 70,000 on the first day (nearly £14,000.00).
The event was attended by 150 guests who checked out the new products to the sounds of live Latin music, while Brazilian appetizers and coconut water were served. Digital influencers from the Arab world visited the store, in addition to journalists and the Brazilian ambassador to the United Arab Emirates, Fernando Luís Igreja.
“We were very happy not just with the great sales results, but also with the positive exposure for the Brazilian brands’ images, which were shown on TV shows and on popular Instagram accounts,” explains Lilian Kaddissi, Executive Manager at Texbrasil.
She also explained that this was the first step in a strategy to introduce beachwear, resortwear and casualwear brands to the Arab world. “We definitely started out with the right foot in the Arab Emirates market. The event was a success and we are now enthusiastically waiting on the sales results for the next two months,” she added.
