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Brazil Has A Growing Hunger For Fast Fashion

Brazil Has A Growing Hunger For Fast Fashion

Posted by Laura Zúñiga on November 04, 2014

Fashion stars Stella McCartney and Donatella Versace this week will launch collections with two department stores in Brazil -- a country with consumers hungry for top brands despite an economic downturn.

The daughter of the Beatles legend is launching her second collection, this time just for Brazil, for international chain C&A.

Versace, meanwhile, has designed an exclusive collection for Brazilian store Riachuelo, which has more than 220 stores -- and more than 20 million clients. Brazilian supermodel Adriana Lima is fronting the ad campaign.

The launches -- the latest in a series of similar high-low collaborations in the fashion world -- come during Sao Paulo Fashion Week, the largest such event in Latin America, which runs through Friday.

"These collaborations with C&A and Riachuelo show the maturity and the marketing power of Brazilian fashion -- its importance, scope and strength," Paulo Borges, the founder and artistic director of Sao Paulo Fashion Week, told AFP.

"'Fast fashion' is a process which allows a greater number of consumers to satisfy their fashion desires," he said, referring to the trend to get designs quickly from catwalk to store shelves.

"Brazil is 10 years behind in terms of consumption, as compared with international markets. It will continue to buy a lot more," Borges predicted.

Huge Market

Over the past decade, Brazil has undergone a deep social transformation with welfare programs lifting some 40 million people out of extreme poverty and into the burgeoning consumer ranks.

As a result, it has become an attractive destination for top international fashion and beauty brands. Shopping centers are springing up at a rapid rate.

Luxury labels such as Chanel, Gucci, Dolce & Gabbana, Prada, Tiffany and Valentino can all be found in this country of 202 million people -- in both big wealthier cities such as Sao Paulo and Rio de Janeiro, and in smaller cities in the northeast like Fortaleza and Recife.

Spain's Zara, the reference in the fast-fashion world, has already set up shop in Brazil with great success.

Others, like Sweden's H&M -- one of the pioneers of special collections with top-name designers -- are scheduled to make the move in 2015.


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