¡Y regresé de Sao Paulo con muchísimo que decir! Con cada viaje que hago, confirmo la idea de que propuestas de moda hay muchas en la región y en el mundo pero son pocas las que presentan una verdadera plataforma con propósito, estructura y trascendencia. Inspiramais forma parte de la familia de estos pocos casos.
Dentro de un contexto de soluciones 360 para la industria de moda Brasileña y empresas emergentes, Inspiramais es el resultado de una importante unión entre titanes de la empresa pública y privada dónde resaltan dos “súper poderes” en particular: Assintecal y ApexBrasil. Como consecuencia, el evento se ha convertido en un referente como el principal salón de diseño e innovación de componentes de América Latina. ¿List@s para aprender un poco de ellos?
Primero…Una pregunta: ¿por qué aprender de la industria de moda BRASILEÑA y no otros mercados?
Hay mucho que aprender de un país latinoamericano que en tan solo 5 años ha logrado que las empresas aumenten un 25% en exportaciones de la industria de moda, obteniendo un nuevo récord nacional de $253,4 millones. Para esta edición, se prevé sobrepasar los US$ 3 millones en negocios – marca lograda en el último Inspiramais, cuando realizó 300 rondas con 31 empresas.
Ahora sí…hablemos de esas 4 lecciones
Y aunque hay muchos talentos y un gran equipo detrás de estas cifras, dos personas son clave. El diseñador Walter Rodríguez y el talentoso Lucius Vilar quien ha dictado charlas para ZARA en españa, IFM y muchos más institutos de gran importancia en el mundo.
Finalmente puedo decir que he encontrado mis “gurus latinos de la moda” y para mi suerte, hablan Portuñol 😉 Contarles sobre TODA la sabiduría que nos transmitió este par sería imposible en un post por lo que hoy me enfoco en estas 4 lecciones.
1. Nuestras raíces son TODO
Para diseñar y vender
Cuando digo todo…es TODO. Específicamente me refiero a que el momento de diseñar, necesariamente se debe considerar evidentemente al consumidor, pero también su genética, vibración e identidad. La pregunta que deben hacer es ¿a qué responderá genéticamente mi consumidor?
Para resistir
Es fundamental hablar de la innovación si vamos a tocar el tema de la resistencia del folklor en el tiempo. Es decir, las marcas deben inspirarse en su país sin necesariamente ser folklóricas para proteger las raíces de su cultura nacional.
2. Sin énfasis en diseño estamos perdidos.
El factor diferenciador para sobrevivir el mercado globalizado en el que vivimos es el DISEÑO. Y así como esto se aplica al “made in Ecuador” y “hand made”, la realidad en la que vivimos es que inclusive se aplica para marcas sostenibles que solo enfocan sus fuerzas y comunicación en ser responsables. Todos estos deben ser parte de los pilares y “atractivos extraordinarios” de las marcas, más no su único discurso para generar venta. Lo que vende señores, es el diseño.
3. La crisis también tiene oportunidades
El grave estado económico de Brasil sirve de gran ejemplo de que ESA no puede ser una excusa para la industria de la moda. El 2014 vino acompañado de la peor recesión en la historia del país donde la economía se contrajo en un 3.8% hasta el 2015 y el desempleo subió al 11.8%. Sin embargo, la industria textil y de moda brasileña supieron ser creativos y lograr un aumento en exportaciones durante estos últimos años también.
4. El consumo nacional y apoyo entre los países latinoamericanos es CLAVE
La unión hace la fuerza. A pesar de que Europa, Estados Unidos y China son mercados de gran importancia para el mundo, no son los únicos. Cada vez son más los países latinoamericanos que comprenden el valor de nuestros mercados y que buscan diversificar sus economías a través de la exportación de productos de alta calidad y diseño a nuevos destinos. Pero nuestro continente también tiene un gran volumen de importación de proveedores mundiales, en especial de la china, lo cual nos da poder de negociación y sobre todo de ESCOGER. ¿De dónde vendrán nuestros productos? ¿Por qué NO de América Latina?
¿Se han tomado medidas?
Sí. Pero se deben mejorar y maximizar las fuerzas regionales como la UNASUR, CELAC, MERCOSUR y Alianza del Pacífico. Es decir: se deben preservar los sectores estratégicos de nuestras economías nacionales y regionales, impulsando el consumo interno que en el caso de la moda, se logra mayormente a través de una cosa…EL DISEÑO.
¡Les dije que regresé de Brasil con mucho que decir! Las preguntas sobre las oportunidades para repotencializar nuestros mercados tienen respuestas. Hay herramientas. Hay soluciones. América Latina tiene más oportunidades y poder de lo que nos imaginamos pero la fuerza está en: la resistencia de nuestras raíces, enfoque en diseño, saber aprovechar una crisis y la unión nacional/regional. ¿Quieren venir conmigo al siguiente Inspiramais? 😉
SOBRE INSPIRAMAIS INVERNO 2018
¿QUÉ es Inspiramais?
En busca de una identidad genuinamente brasileña, Inspiramais reúne a toda la industria de la moda del país. El evento congrega bajo un mismo techo a visitantes y expositores de prendas de vestir, componentes, muebles, joyería y calzado, así como a investigadores y profesionales de la moda, diseñadores y las principales empresas y marcas de Brasil, América Latina y Europa.
La plataforma representa el lanzamiento oficial de los materiales y productos en que la industria de componentes invirtió y trabajó un semestre entero, durante todas las etapas de la conexión Inspiramais. También es un salón que trabaja el desarrollo de la identidad de las empresas.
Bajo el paraguas de inspiramais se encuentran:
– 800 lanzamientos innovadores para los mercados de la confección, calzado, carteras y accesorios.
– 150 stands ocupados por los principales fabricantes de materias primas, proyectos de estampados únicos, exposición de materiales
– Conferencias sobre innovación y tecnología textil y del calzado,
– La presencia de los principales diseñadores de moda de Brasil
68 comments
Woooow! Una plataforma genial, me encanta conocer proyectos tan innovadores, y más si es en América Latina.
Besitos desde Barcelona,
Verónica
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