"Brasilcore" attracts high-end consumers; understand

The trend known as "Brasilcore" has led Brazilian brands to invest in collections that combine fashion, sport and sophistication. With a focus on exclusivity and consumer experience, companies in the sector see the World Cup as an opportunity to transform the spirit of fans into products with high added value.

One of the brands that is betting on this movement is Manzan Brand, founded by Letícia Manzan. In partnership with Swarovski and Preciosa, the company launched a capsule collection with pieces adorned with crystals. Prices range from R$629, for t-shirts, to more than R$10,000, for dresses entirely covered in crystals.

"They are true jewels to enjoy the game at its best, without losing style", said the businesswoman in an interview with CNN Money.

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Although the collection was initially created for the Brazilian public, demand from foreign consumers surprised the brand. According to Letícia, the proposal was to develop a line aimed exclusively at Brazilians, but international interest quickly gained strength.

"It was a surprise for us, because I imagined that each person would like to use the flag of their own country. But not necessarily. Everyone wants to be a little Brazilian", he said.

For the founder, the appeal of the collection is associated with the positive image that Brazil projects abroad.

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"They really want our liveliness of colors, our joy. I had to summarize and convey this in a fashion collection, a little of what Brazilian sensuality is", he explained.

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The pieces incorporate the green and yellow palette and focus on bolder models, evoking elements of carnival and the country's characteristic moments of celebration.

Manzan Brand's strategy is also based on the capsule collection concept, marked by exclusivity and limited stock. According to Letícia, the pieces have a defined cycle and will not be reproduced after they are sold out.

"It will run out and the person will never be able to access it again, which makes it even more exclusive", he said.

In addition, the brand offers the possibility of personalization, allowing customers to add their names to the pieces. The intention is to transform each item not just into an outfit to accompany the games, but into a collectible object capable of preserving the memory of a special moment.

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Source: CNN