SAO PAULO — Première Vision São Paulo is eyeing a 15 percent revenue hike to 2.8 million euros, or $3.8 million, next year as it launches a new exhibition space for apparel manufacturers, according to international exhibitions director Guglielmo Olearo.
In other highlights, the fair is also deploying a Latin American textile fashion trends service and designer consultancy capability to prop up its fortunes.
“We have a project to bring up to 15 garment manufacturers to expand the fair beyond fabrics and accessories,” Olearo said, adding that the salon also intends to add 10 to 15 exhibitors and expects to see a 5 percent jump in visitors to roughly 15,000 next year.
“Designers and product managers will now be able to come to Première Vision São Paulo and find everything they need to make a collection, from a dress sketch to the fabrics, accessories, textile prints and manufacturers to cut and sew,” Olearo added.
The fair, which drew nearly 100 exhibitors from 12 countries to Brazil’s largest metropolis, was organized to coincide with São Paulo Fashion Week’s new two-season schedule of April and October. As part of the event, Première Vision and SPFW struck a cross-marketing deal.
Bringing manufacturers to the event (which it has done at its Paris home edition for years) is Première Vision’s bet to profit from Brazil’s booming fashion industry.
“Brazil is becoming a bigger fashion market,” Olearo said, adding that it is no longer just a big textiles producer. “There are more brands positioning themselves to cater to Class A and Class B consumers, to a growing number of wealthier citizens.”
According to Olearo, five to 10 new catwalk labels join SPFW a year and “there is a growing pride to show Brazil can be a fashion country.”
With the catchphrase “Let the Celebration Continue,” the event’s 10th edition saw the launch of a so-called Focus Trends service to help brands anticipate Latin American color and fabric trends to help devise their collections. A designer consultancy service called Week-end Textil also rolled out.
Olivia Merquior, the fair’s Latin America fashion coordinator, said Brazil is the testing ground for the trends service, which Premiere Vision hopes to eventually launch in other countries.
“Latin America, like the United States or China, has special fashion needs that require special solutions for production and consumption,” Merquior said. “Brazil is our laboratory [for this initiative]…It’s a new market open to a lot of things. We will see how it goes before we introduce this in our other global editions.”
Held Nov. 4 and 5, the spring-summer edition saw exhibitors from France, Germany, Italy, India and Turkey join high-end Brazilian fabrics and accessory purveyors, which dominated the space. Denim makers including top producers such as Canatiba and Cedro Textil were also a highlight.
Diane Walker, a buyer form New York swimwear manufacturer Sweenie, said next year’s integration bid would put the event on par with rivals in Colombia and Guatemala, which she said have highly integrated sourcing exhibitions.
Walker was hunting for swimwear and activewear digital print fabrics. She said she found prices were cheaper than in Colombia (especially for nylon and Lycra prints), where she makes many products.
Depending on final price quotes, she may shift some sourcing to Brazil or buy fabric there and manufacture in Guatemala, where she said labor prices remain very low.
“Colombian labor is very expensive,” she said. “We have been sourcing fabrics there and manufacturing in Guatemala.”