THE BRAZILIAN BUNCH: For all those brands mulling a move into the Brazilian market, here’s a cheat sheet: Say no to fur; yes to sustainable fashion and eco-friendly practices; never underestimate consumers’ passion for experimentation; and, by all means, get a local partner on board. That’s advice from Alice Ferraz, the Sao Paulo-based fashion and luxury goods consultant who attended London Fashion Week with 15 bloggers in tow.
“Brazilian women like to play with fashion and experiment,” she said from her suite at the Connaught. “Color blocking? Let’s do it! We’re very free, and we take our style cues from real women rather than models.”
Ferraz, who is also in charge of PR for Vogue Brazil, said the biggest non-Brazilian brands in the market include Stella McCartney, British high street retailer Accessorize, Celine, Marc Jacobs, Louis Vuitton, Gucci and Chanel.
The local consumer relies heavily on word-of-mouth recommendations, Ferraz said, one reason why she’s put together a style blog platform called F*Hits. The site, fhits.com.br, features 26 blogs from writers of ages ranging from 20 to 50. “Bloggers are important if you want to market a new brand in Brazil. They’re considered opinion leaders. In Brazil, you start with the blogs, and then think about advertising.”