FASHION DIFFERENTIATION STRATEGIES

Seek to understand your client, seeking to know what search at the time of purchase;

  • Look for suppliers who offer ready-made products with ecological raw materials such as: recycled rubber from tires for the manufacture of sandals, shoes and belts; fabrics made from pet plastic bottles, recyclable cotton and organic cotton;
  • Offer handcrafted items in your product mix, once that craftsmanship is highly valued by this public;
  • Value your product by combining crafts and awareness

environment, involving low-income communities and disseminating efforts to conserve natural resources;

  • Invest in products made from industrial waste such as leftovers;
  • Invest in e-commerce – Cruz Clothing, since one of the big difficulties of this public is to find products that meet to their “green” needs.
  • Work good communication highlighting what adds value to the product

 THE MARKET

ONNG is a multi-brand sustainable fashion store in Cuiabá. It has been in the market for nine years and has two stores in the Três Américas and Pantanal shopping centers. Among the pieces that make up their mix are: clothes and shoes made with cotton organic, recycled materials fabrics such as pet bottles and bamboo, footwear of biodegradable or less aggressive the environment and an accessory line made from seeds, straw, fibers and other natural materials. T-shirts in fabrics recycled pet are the flagship of the store, which also produces with brand. “We are a company that has the same philosophy of non-governmental environmental organizations. also we are committed to the sustainability of the planet and only products made within this principle, “he says. Maria Cecília Alves, director of the company and idealizer of the business.

Environmentalists were the first customers and promoters of the brand, but today the clientele is quite varied. “They are idealists of all age groups, from children, adolescents, young people and even adults, “he says2

The designer Flavia Aranha owns the brand that bears her name and is known for creating and selling environmentally friendly parts, with quality. He currently owns a store in Vila Madalena, in São Paulo, where he offers pieces with timeless and minimalist modeling made from pure cotton fabrics and dyeing with natural dyes, such as leaves, bark, and tea. The different raw materials used come from communities spread throughout the country. With international recognition, today it exports to countries in Europe and Asia23.

Among the major brands working in this direction is Osklen,which has a research and development laboratory for new materials, e-fabrics. The company uses more than 20 types of materials of recycled, organic, natural and artisanal origin in their collections such as pet fibers, bamboo and hemp, among others. It also works with products from communities and cooperatives, helping in the socio-economic development of groups along the production chain, such as Castanhal, in Pará, that produces the accessories of the collection of the label24.

Some Brazilian consolidated brands began to invest in sustainable product lines. Colcci has been working in this direction offering pieces in Tencel, ecological fabric made through the pulp of reforestation trees. Hering uses organic cotton and pet bottles for t-shirts, bags and underwear. THE brand also invests in research on dyes and softeners to reduce environmental impact. The Totem, clothing store presented beach bags and made crocheted hats.with recycled plastic in a recent fashion show at Fashion Rio25.

MAIN CHARACTERISTICS

The Brazilian adherents of the evangelical religion are part of a group that moves its own market of religious articles and tailor made products for them. In this group is the evangelical fashion niche, also known to shopkeepers as “Behaved fashion”, whose target audience are women and men who seek elegance, sophistication, style and comfort in a visual behaved Today, young evangelicals and adults want to be in of fashion. For women, the objective is to be discreet and behaved, but using colors and prints within the of fashion. Everything is allowed as long as it does not have a bold neckline, transparencies or skirts and dresses too short. Some churches also do not allow the use of pants.

Para os homens, que também buscam a discrição, terno, camisa social, sapato social e gravata são artigos indispensáveis. Contudo, estampas e cores não fazem parte do visual. A escolha é por cores neutras como o branco, preto, marrom e cinza, que trazem mais seriedade. Para aqueles adeptos de um visual mais básico, calça jeans, camiseta ou camisa polo; e nos pés, um sapatênis.