• Categories
  • Archives

Brazil’s Someday Doesn’t Sell Clothes But Works of Art

A world of color and joy. Such is the motto of the Someday female clothing brand, from the southern Brazilian state of Santa Catarina, which is taking its first steps into the foreign market. Its first foray abroad took place in September this year, at a trade show in Milan, Italy.

"We made great contacts and in March we are going to export our first pieces to an Italian store chain," claims Volnei Muniz de Moura, the company's commercial manager.

Prior to this, Someday has made occasional sales to Portugal and Greece. Approximately 3,500 pieces were exported to the two countries in 2006.

According to Moura, in addition to making contacts, the participation in the Italian international trade show was helpful to assess the brand's potential abroad.

"The perception was quite positive. Textile prints, for instance, which feature strong, lively colors – lots of green, blue and orange – attracted buyers' attention. These are cheerful pieces, which the Europeans enjoy wearing during summer,"

Moura claims. The Someday prints are inspired on popular artists who paint themes such as the landscape of Florianópolis island. The jeans follow the same trend. "They include appliqués and real colorful embroidery," says the executive.

The collection presented in Milan, for example, entitled "Fantasy Island," is a tribute to artist Ernesto Meyer Filho, from Santa Catarina, whose paintings of colored roosters, among others, gained nationwide projection between the 1960s and 1980s.

Another work that appears as a reference in the Someday collection is that of Santa Catarina-based painter Eli Heil. She created very colorful paintings and works with oval shapes, which she dubbed "Egg World."

"The Someday collection is a great trip to a playful realm, thanks to the color combinations inspired by the work of these artists," he explains. In addition to clothing items, in Italy, Someday also presented shoes, mainly sandals and dance shoes, as well as accessories, such as purses and belts.

Next Steps

For 2007, the brand intends to establish itself in the foreign market, especially Italy and Portugal. With regard to the Arabs, Moura says the brand has not yet had any contact with the countries in the region, "but I think the light weight of our textiles and their prints may please consumers."

In Brazil, the company plans on establishing new franchises in the northeast and southeast of the country, especially in São Paulo. "We still haven't got stores in the capital city of São Paulo, only in the countryside, but people from there who come to Florianópolis usually enjoy our pieces," he claims.

Aimed at the young women's market segment, for women aged 15 to 25, Someday was established in Florianópolis in 1997. In 2000, the brand started its expansion progress in southern Brazil. Two years later, the first out-of-state franchises emerged.

Currently, the company has 22 stores. The last one opened in November at Shopping Florianópolis. "We are also present in about 150 multi-brand stores throughout the country," says Moura. The company produces approximately 20,000 pieces per month.

Someday
Email:
volnei@someday.com.br
Telephone: (+55 48) 3259-5332

Tags:

  • Show Comments (0)

Your email address will not be published. Required fields are marked *

comment *

  • name *

  • email *

  • website *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Ads

You May Also Like

Lawsuits Won’t Stop Brazil from Building World’s Third Largest Hydroelectric Plant

Despite nasty court battles started by Indians, environmental activists and some of its own ...

Brazil Industry’s Installed Capacity Up, But Still 3% Below Last Year

For the fourth month in a row, the use of installed capacity by the ...

Brazil to Soon Export Government-Made AIDS Drugs

The Pernambuco Pharmaceutical Laboratory (Lafepe) in Brazil’s Northeast is beginning to get ready to ...

Coming Arab Summit in Brazil Already Bearing Fruits

Brazilian and Arab diplomats are optimistic about the possible results of the summit between ...

Mothers of the Plaza Sé in Brazil Want More Action to Find Disappeared Kids

The Brazilian Association for the Defense of Missing Children (ABCD), known as the Mothers ...

Close to 90% of Brazil’s Ethanol Is Being Used Domestically

With the beginning of this year’s Brazilian sugarcane harvest in March, price adjustments for ...

Brazil’s Goal: To Sell 20% More Fruit Overseas

The opening of new international markets, like China, Japan and the Arab countries is ...

Brazil and Ukraine Talk Satellites and Rockets

Brazil and Ukraine gave a step forward to intensify their commercial relations and to ...

Brazil’s Central Bank Chief Promises Lower Interests

The president of Brazil’s Central Bank, Henrique Meirelles, says that the higher primary account ...

Senegal, the Last Leg of Brazil Lula’s African Tour

Brazilian President Luiz Inácio Lula da Silva kept official commitments today, the last day ...