EASTERN EUROPE ATTRACTS PORTUGUESE BRANDS

The Polish market has become quite attractive for foreign investment and is currently an important target for the internationalisation of Portuguese companies. The next Poznan Fashion Fair, which will open its doors from 3 to 5 September, will have 7 Portuguese companies present – Cheyenne – Dielmar - Eva&Ava – Faria da Costa – Kalisson&Bagoraz – Lucas&Olof – Mad Dragon Seeker – supported by Selectiva Moda Association, within the framework of the From Portugal internationalisation project.

The Portuguese participation is divided between two areas of the Poznan Fashion Fair: Next Season and BTS. Cheyenne – Dielmar - Eva&Ava – Faria da Costa – Kalisson&Bagoraz – Mad Dragon Seeker are present in Next Season, the area dedicated to clothing and fashion accessories, where the main trends for Autumn/Winter 2013-14 will be presented.

A first-time exhibitor at this event, the company Cityberia is taking to Poznan its brand Eva&Ava. This brand is inspired by women who are always young and modern, who constantly seek new styles. It presents modern and sophisticated proposals, suitable for all times. «The main objective of our presence at the Poznan Fashion Fair is to promote our recently created brand – Eva&Ava. The launch of our brand in Eastern Europe aims to promote our product in markets with greater absorption capacity», explains David Silva, the company’s director. «Cityberia places the expectations of its presence at the fair on the strength of the product that we will present» he adds.

Attending the event for the second time, Mad Dragon Seeker presents its main trends at the Poznan Fashion Fair in a display that is also in Next Season. «The choice of this market is due to the brand strategy, which is to seek emerging markets. Poland has a large market and is within the parameters that our company defined to approach markets with potential for growth», reveals Daniel Simões, the company’s Marketing & Sales Director. A highlight is the presentation of the brand’s new line – Linha Premium – which presents products with new shapes, richer materials and full of details. It is a casual chic line, “usable” at all times, both more and less formal. In the Basic collection, a highlight is the presentation of Push Up trousers, with innovative modelling.

Another first-time exhibitor, Lucas&Olof, is present in BTS – an exhibition dedicated to footwear and leather products. This Portuguese brand is taking to Poland its latest collection under the slogan “Woman, Our Muse”. A collection based on the harmony and perfect balance between elegance and glamour in order to create an elegant, sophisticated and feminine product.

The Poznan Fashion Fair comprises 3 exhibition areas – Next Season, Fast Fashion and BTS. In addition to around 500 brands, these three days of the fair will also present seminars, workshops, fashion shows and the latest trends. It is one of the most important events in the region, attracting hundreds of international exhibitors, as well as local buyers. Over recent years, it has changed its organisation and image in order to create and intensify synergies with the clothing and footwear sector.

The participation of Portuguese companies at the Poznan Fashion Fair is an initiative of Selectiva Moda Association, with support from Compete and the NSRF, as part of the From Portugal project. Selectiva Moda is an association that promotes the internationalisation of Portuguese companies and for 2013 it has a programme of international actions in 35 different markets, aimed at the areas of yarns, fabric and finishing accessories, fashion, home textiles and decoration and technical textiles.