With the pandemic and social isolation, Abit (Brazilian Association of the Textile and Clothing Industry) launched ‘Tamo Junto’ (We Are Together) campaign, which calls on brands to encourage consumers to buy 100 per cent national products. The Brazilian textile industry is one of the most representative in the world and the largest complete chain in the West. It ranges from plantation inputs to products that are ready for the national and international market. In 2019 alone, the sector generated $48 billion.
Many companies have worked to publicize and improve domestic production and boost domestic consumption not only during the pandemic, but also in the future. The Lunelli Group, which developed the ‘Conscious Consumptiom’ campaign, also spoke in favor of Brazilian fashion. Without being able to physically serve customers, Brazilian brands have also invested in online content, either for the benefit of consumers or to promote products and make themselves visible.
For example, Colcci relied on its famous models to connect with consumers and created Lives on Instagram with names like the famous Brazilian actor Cauã Reymond. Lunelli Group shares recipe tips with followers on Instagram, while Círculo publishes videos on YouTube with crochet tips to make at home.
Still online, companies are taking a closer look at their sales platforms in social media. For example, EcoSimple has understood that this trend is now getting stronger and is developing an e-commerce platform.