Customized shows of the new collection are being held in major domestic textile centers such as Maringá and Cianorte (PR), Goiânia and Jaraguá (GO), Criciúma and Brusque (SC), and Rio de Janeiro (RJ). From January 14 to February 08, the product development and fashion team will be on the road to show the collection and bring news to every each customer in loco, thus having direct contact with the realities of each region.
"Participating in regional events and in Colombiatex, the industry's most important event for the sector in Latin America, as well as participating in the traditional Tavex Event Bureau gives us a great contact with our customers. In addition to showing our collection, this allows us great opportunities to exchange information that helps us develop collections increasingly more suited to their needs", said Maria José Orione, Marketing Manager for South America at Tavex.
In 2012, for the first time, Tavex held in December the launch of the summer collection. The innovative strategy follows a shift in the Brazilian fashion agenda and responds to requests of customers from previous collections. And now it's the time for Colombiatex fair, which has become a landmark for the Latin American textile industry. It takes place on January 22-24, in Colombia, and Tavex was there to show its products.
At these events, customers have access to results of surveys that guided the elaboration of product lines Dreamscape, Imagineering, and Tropical Gang. In the new collection, the company also proceeded with project ACQUASAVE® by Tavex, based on fabrics made through a revolutionary and innovative technology that substantially reduces the water consumption in the production process, allowing faster washing processing, water savings, and reuse and reduction of energy consumed.
Check the themes of the 2014 collection:
- Dreamscape: nature is a reference in aesthetics that reflect on light fabrics, with pearl finishing such as Spectra, and ultra-stretch denims in Vichy and Royal blue. The theme should please optimistic, dreamer, poetic consumers.
- Imagineering: here, the unknown and the invisible inspire unexpected rationales and solutions. The socially responsible global movement grows and expands the Acquasave® by Tavex project, with new washes and the classic White Denim Trend and Acquaview, which use technology as a means to change and substantially reduce water consumption in the manufacturing process. The project aims to make sure future generations will have access to water and natural resources that are essential to life, through processes providing quicker discoloration in washes, reuse and reduction of water consumed, thermal energy, and use of low-impact chemical products.
- Tropical Gang: the theme intends to feature clothing as the consumer's maximum expression, whether through a reinterpretation of daily life, of cultural codes, creeds, lifestyles, or restatement of one's identity. The pieces evoke freedom and balance, and add up to exotic feelings. Resin-based denims like the Breeze and Jessy items, and the ultrastretch Contact and Slit are harmonic anarchies.