As a strategy to reach the general public, brands have been allying themselves with influencer marketing. It is the case of Amarante do Brasil, a brand that made its debut by dressing the ex-BBB Juliette in a pink dress in her first post-blessing interview as the winner of the last edition of the reality show. The success was instantaneous, without even the official launch of the brand, Amarante already had more than 100 thousand followers on Instagram.
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In an interview with Casual, Eduardo Amarante, stylist and partner at Amarante and Hugo Olivo, CEO of Grupo La Moda, talk about Amarante’s influence marketing case and the projects for the group.
With more than 35 years in Brazilian retail, led by brands such as Launch Perfume, Launch Perfume Easy and My Favorite Things, La Moda saw opportunities for change with the pandemic scenario, launching casual clothes. With that, the brand Launches Perfume Easy was born. “The Easy Perfume Launcher is a variation of the Perfume Launcher itself, but focused on items to be used at home”, explains Olivo.
Another point noted in the period by the entrepreneur was a greater presence of consumers on social networks, and with that, the idea of launching a personified brand. “We have a set of brands and people who played the creative role within these brands, but who had no social role. With the pandemic, we realized that the association of the creator with the brand was greater, in addition to being an easier and faster way to communicate with our consumer “. Thus, at the end of 2020, an invitation was made for Eduardo Amarante to assume the role of creative director and sign his last name in the new brand, Amarante do Brasil.
With no physical stores or even a collection and stock of pieces, the brand became a success at the beginning of last year, when Juliette, upon leaving the BBB, wore a piece of the brand in her first interview outside the house. One dress pink made the brand’s Instagram profile reach more than 100 thousand followers.
“The initiative to dress the champion of the reality show came from Eduardo, and we ended up launching the brand’s first official product. Everyone wanted to know who the stylist was behind it. Eduardo is an influencer, content creator and travels in fashion management in communication and relationship with the consumer, in addition to dressing the coolest people in Brazil”, comments Olivo.
On the brand’s Instagram, the showcase of the pieces is composed of country singers, such as Paula Fernandes, Maiara, from the duo with Maraisa, Elba Ramalho, presenters such as Eliana and Mônica Salgado and former BBBs such as Juliette and Thais Braz. On New Year’s Eve, the brand dressed more than 20 influencers “in an organic way”, that is, without invitations or payment of fees.
However, in an era where cancellation takes care of who is positioned on social media, whatever the thought, there is a risk for brands to be tied to personalities. For Olivo, this strategy is fundamental for Amarante. “People want placements, what you see most are lukewarm brands that don’t place themselves because they’re afraid of cancellation and what people will say. We believe precisely in having personality and working with people who have [personalidade]. We run that risk.”
With an average ticket of 2,000 reais, and pieces costing up to 3,117 reais, the brand is considered high luxury, but according to its founders “it manages, in a way, to serve women in a democratic way.”
La Moda’s 2021 turnover was BRL 430 million, with a projection of BRL 550 million for 2022. Through its brands, the group is present throughout the country, with 25 own stores and 2,500 multi-brand points of sale. .
Present in seven countries (Paraguay, Bolivia, Dominican Republic, Puerto Rico, United States, New Zealand and Angola), Amarante sold more than 30,000 pieces in six months since launch. With this, the brand represented 3.5% of the group’s revenue last year. For this year, the company expects to earn 40 million reais. For this, it intends to open a physical store in São Paulo.
Recently, model and presenter Fernanda Motta signed a collection of the same name. And the other collections are inspired by the Brazilian states. Paraíba, Bahia and Santa Catarina have already given their styles to the collections. The next destination is the Amazon. And when the states run out? “We will go to cities”, comments the stylist.
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