Imagine you live in a developing country of just 3.5 million people bordering Argentina and Brazil. Imagine you love fashion, and picture what it’s like to be told, again and again, that you won’t make it, that your market is too small and poor, that fashion only “happens” in Milan or New York. Imagine you want to organise a world-class fashion show in this place. You’ve clearly gone totally mad.
That’s the story of so many designers and fashion entrepreneurs in Uruguay.
But things are changing.
Leather Jackets
Back in 2013 I reported from Itau MoWeek (“Mo” can be interpreted for “moda” – fashion – or “Montevideo” – the capital of Uruguay). I was surprised by the quality of the event itself and by the up and coming designers.
I was back at ItauMoWeek this month and these are my five top “take aways” for businesses outside Uruguay, and probably outside Latin America. Things you can learn from this show about doing business in our country from the people that live, work and dream here [all pictures my own].
There were shoes everywhere. Nice, nice shoes.
Take Away #1: event management going pro
If you follow this blog you’ll know that fashion is not my strength, but I do have an eye for international events, having been to shows and fairs in countries like the UK, Germany, Spain and all over Latin America. And MoWeek doesn’t let me down. Its use of technology is fantastic, as is its use of social media, in a continent where social media reigns. Edition after edition, the show has grown and improved. The support to the press is at least as good as some of the renowned events I’ve been to in Europe. It’s one of a kind in Uruguay, where event management is still pretty amateur (another exception is the Construction Show I am visiting later this month).
Not long ago I wrote about trade shows in Latin America. It’s clear that event management in Uruguay, like in some other countries in the region, needs polishing up, and MoWeek shows how it’s done.
Take Away #2: showcase your products and services – coffee and vodka included
If you are in beauty or fashion, it’s clear that MoWeek is your event. However, if this is your audience, how about showcasing other products? From cars to coffee and vodka, we’ve seen it all.
Showcasing artisan coffee from Colombia.
“Ultra-premium” vodka Ciroc, from Diageo.
Cars and fashion go well together.
In terms of branding, I was personally blown away by Levi’s, not only because the stand was ever so cool (focusing on the #WomenInLevis campaign) but also their reception on the first day of the event was just perfect, from the unbeatable music to the cocktails (“blue jean” did it for me), the people it managed to gather and the social media work it developed around the event. When big brands like this, invest in the show, you know it means business.
#WomenInLevis
And, talking about brands, did you notice who the main event sponsor is? Well, it’s Itau MoWeek, so you’ve guessed it. One of the largest banks in Latin America, and one of the most recognisable brands across the continent, is the leading supporter – and doesn’t it do it well, offering from 25% discounts to exclusive car park and special invitations to catwalk shows.
Your bank had never been this cool.
And that’s about brand awareness in general, you could actually also have a stand (or suggest it to your local distributor) and clock up actual sales at the event.
Imported design-led goods (stand reminded me of those quaint shops in Stockbridge, Edinburgh)
Take Away #3: social is king
Social media is very powerful in Latin America and Uruguay is no exception. Blog Couture and Design Insider, my two favourite fashion, lifestyle and design blogs in Uruguay, are really top notch. While Facebook rules, Instagram is coming strong, as we saw at the event. Your consumer brand going into Latin America just can’t ignore this.
Take Away #4: getting an education
Itau MoWeek attracts young people, and young Uruguayans want to learn, are naturally global-minded and appreciate what foreign education providers have to offer. And university fairs aren’t always ideal – is your (perfectly groomed) potential fashion student strolling through the MoWeek aisles?
Istituto Marangoni
Talking about getting an education, if you’re in fashion, interior design, event management, but also if you think more broadly, MoWeek is awesome for spotting trends – that can be then fed back to your team when planning how to target Latin America. I personally convinced myself that Instagram is really the social media platform for young people in Uruguay now, that shoes need to have very thick soles, and that an “after” event is critical (basically, a fabulous party after the main event, I saw it last week at an innovation event for a national cinema brand, too). Looking at some of the stands, I got ideas even for clients who are so far detached from this sector.
Caro Criado
Take Away #5: from here to there
Although the focus of our work is on making it easier for exporters from outside Latin America to do business in the region, we’ve got to remember that trade also involves Latin America exporting to global markets. Uruguay has a lot to offer. We have some amazing natural resources and raw materials, like leather and wool. We have skilful, entrepreneurial and driven designers, isn’t that just perfect? MoWeek showcases labels that are actively exporting and this year it included an international meet-the-buyer event.
Great leather, great stores and great design.
A very fashion conscious elite.
If you’re lucky, there will be a “MoWeek” for your company for your target country/sector/audience in Latin America. Learning to spot these key events, nurturing and growing with them can be powerful for branding, marketing and sales.
My sincere congratulations to the organisers, for putting together a great event that makes Uruguay proud, and for believing in their dreams. And that’s a lesson for us all.
