The Aconchego Pregnant & Baby store located in Copacabana and Barra da Tijuca, in Rio de Janeiro, offers different options of clothes for pregnant women ranging from jeans to shower. According to Hilda, its owner, success depends on good investment in advertising and partnerships with training of pregnant women and doctors’ offices. The businesswoman emphasizes being attentive to provide a pleasant experience purchase and comfort for your customer. In his store, he always keeps available: water, coffee, teas and biscuits.
The São Paulo brand Zazou, specialized in pregnant fashion, was launched in 2001 by businesswoman and stylist Daniela Lobo who has always been concerned with making parts following fashion combining comfort and safety. Previously, Zazou pour Maman et Bebé was meant to be a retail-only store. Yet,according to the growth of demand, went on to sell wholesale for multibrand companies. Zazou is one of the pioneers in e-commerce of clothes “detached” for pregnant women. The sales in the network started in 2004 and in 2011 accounted for 10% of production.
Be Mammy, based in Jundiaí, in the state of São Paulo, is a e-commerce of pregnant businesswoman Rose Engholm, who invested in the production of clothes with a more current appeal, with FASHION NICHES 31
from casual to more sophisticated. The online store is one of the largest in activity in Brazil, offering varied pieces being the jeanswear the great highlight. It has exchange services in seven days and does not charge freight. “The advantages of selling online are in capillarity, lower fixed cost and speed of service, “says the businesswoman15
The sustainable fashion Camisa Cristã Cruz Clothing public is critical, aware of their consumption and, therefore, values a product far beyond modeling and the beautiful, but respect for ethics, its relation to nature and people. This public is known as ecofriendly, which has an ideology that encourages lifestyle changes to protect the environment and society. He is a consumer of products “Green” and moves the market spreading new ideals between people who do not know this practice16.
16 Information taken from the article: “Ecological Fashion Market wins more fans in Brazil “, published in: http://www.abmapro.org.br/page/noticias_clipping_detalhes.asp? id = 1683.
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Sustainable fashion is linked to some essential principles,among them:
use of recycled and / or natural and renewable raw material,
without pesticides and chemicals;
- production process with the lowest possible environmental impact;
- reduction of leftovers from garment fabrics and reuse waste in other products or recycling;
- payment of fair value to the workers involved in
manufacturing and sales processes;
- socially responsible production system, with partnerships
with low-income local communities, cooperatives and not child labor.In this sense, this public values a piece of clothing, footwear or accessory that contemplates, to some extent, the principles sustainable fashion. That is, it is made of raw material renewable, which pollutes less to be manufactured and which is offered per company that pays fair value to the workers involved in the manufacturing process. FASHION NICHES 35 ECOLOGICAL FASHION / SUSTAINABLE FASHION
A few years ago there was a global awareness movement,in which people have become increasingly concerned about the environment and society. So they are changing their attitude towards consumption, once they realized that the of consuming was affecting nature. Consumers, as they are more concerned about their consumption acts,think more and seek more to find the right product.
According to the Akatu and Ethos Institutes, the percentage of the population that adheres to more sustainable values and behaviors. of consumption is 5%, almost 10 million people17.