We recently connected with Maria Laura Litterio and have shared our conversation below.
Alright, Maria Laura thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?
The inspiration behind YUS emerged from a confluence of our passions, experiences, and a deep understanding of the market’s needs. It all began with us, Janine Bittencourt and I, Maria Laura Litterio, each bringing our unique expertise and vision to the table. Janine, with her extensive background in communication, sustainability, paired perfectly with my creative prowess and deep-rooted love for Brazilian fashion, alongside my vast experience in exportation and international commerce acquired through my work with my own brand.
The initial spark for YUS came during a casual conversation over coffee in New York City. We were discussing the challenges Brazilian brands face in penetrating the U.S. market. We realized that while Brazilian fashion is celebrated for its vibrant colors, unique designs, and high-quality craftsmanship, many brands struggled to gain a foothold in the competitive American landscape. The problem was not the product but the lack of a cohesive platform to showcase these brands collectively.
As we delved deeper into the discussion, we recognized an opportunity to bridge this gap. We envisioned a marketplace that not only sold Brazilian fashion but also told the story behind each brand, highlighting their commitment to sustainability, ethical practices, and community engagement. This was not just about selling products; it was about creating a movement that celebrated Brazilian culture and craftsmanship.
The emotions during this period were a blend of excitement and determination. We both felt a strong connection to our Brazilian heritage and wanted to share that with a broader audience. There was also a sense of urgency, knowing that the market was ripe for such an initiative but also aware of the challenges ahead.
The logic behind the idea was clear. We knew that the global market was increasingly valuing sustainability and ethical production. Brazilian brands, with their focus on eco-friendly materials and social responsibility, were perfectly aligned with these trends. Furthermore, the vibrant and unique aesthetic of Brazilian fashion offered something fresh and different from the mainstream U.S. market.
Maria Laura , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
We are Janine Bittencourt and Maria Laura Litterio, the co-founders of YUS. Our journey into this industry is deeply rooted in our personal and professional experiences, which have shaped our vision and commitment to the fashion world.
Janine has a rich background in communication, sustainability, and international business strategy. She has always been passionate about creating meaningful connections and promoting sustainable practices. Her journey took a significant turn when she led the internationalization strategy for Souvie Orgânica, a Brazilian organic cosmetics brand.
I, on the other hand, come from a creative background with extensive experience in exportation and international commerce through my own brand, Bela Brand. My brand focuses on swimwear and resort wear that embodies Brazilian DNA. I’ve always been dedicated to using Brazilian raw materials, promoting a predominantly female workforce, and implementing sustainable practices.
Together, we founded YUS to bridge the gap between Brazilian brands and the U.S. market. Our platform offers a curated selection of fashion items that reflect the vibrant and unique aesthetic of Brazil. We provide a marketplace that not only sells products but also tells the story behind each brand, highlighting their commitment to sustainability, ethical practices, and community engagement.
Our products range from clothing and accessories to swimwear and resort wear, all meticulously crafted by Brazilian designers who share our values. We solve the problem of limited market access for these talented designers by providing them with a platform to showcase their work to a broader audience. We also address the growing demand for sustainable and ethically produced fashion by offering products that are eco-friendly and socially responsible.
What sets us apart from others is our deep-rooted commitment to sustainability and ethical practices. We are not just selling products; we are promoting a movement that celebrates Brazilian culture and craftsmanship. Our platform is designed to foster a community of like-minded brands and consumers who share our values and vision.
We are most proud of the impact we have made in elevating Brazilian fashion on the global stage. By supporting local artisans and promoting sustainable practices, we are contributing to a more ethical and environmentally friendly fashion industry. We take great pride in the relationships we have built with our brands and our customers, who appreciate the quality, uniqueness, and story behind each product.
The main things we want potential clients, followers, and fans to know about YUS are our commitment to sustainability, our dedication to promoting Brazilian culture, and our passion for creating meaningful connections. We believe that fashion can be a powerful tool for positive change, and we are excited to continue our journey, bringing the best of Brazilian fashion to the world.
What’s worked well for you in terms of a source for new clients?
Firstly, media ads have been a significant source of new clients. We’ve invested in targeted online advertising across social media platforms like Instagram and Facebook, where visual storytelling and engagement are paramount. These ads have helped us showcase the vibrant and unique aesthetic of Brazilian fashion, drawing attention from fashion enthusiasts who value sustainability and ethical practices.
Events have also played a pivotal role in our client acquisition strategy. We’ve hosted and participated in numerous trunk shows in different cities, particularly in fashion-forward locations. These events provide a unique opportunity for potential clients to experience our products firsthand, feel the quality of the materials, and learn about the stories behind each brand. The face-to-face interaction and the tangible experience of our products at these events have been instrumental in building a loyal customer base.
Moreover, word of mouth has been incredibly powerful in spreading the idea of YUS. Our commitment to sustainability, ethical practices, and promoting Brazilian culture resonates deeply with our clients, who often share their positive experiences with friends and family. This organic form of marketing has led to a growing community of like-minded individuals who appreciate the values and vision of YUS.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Building our reputation within the market has been a multifaceted journey. From the outset, we have been unwavering in our commitment to offering high-quality products that reflect the vibrant and unique aesthetic of Brazilian fashion. Each item on our platform is meticulously crafted by designers who share our values of sustainability and ethical production. This commitment to quality and authenticity has resonated deeply with our clients, who appreciate the craftsmanship and the stories behind each piece.
Our dedication to sustainability and ethical practices sets us apart in the fashion industry. We prioritize eco-friendly materials, fair labor practices, and community engagement. By championing these values, we have built a reputation as a responsible and forward-thinking brand that cares about the impact of fashion on the environment and society.
We believe in the power of storytelling. Each brand on our platform has a unique story that we share with our customers. Whether it’s the inspiration behind a collection or the sustainable practices used in production, these narratives create a deeper connection between the consumer and the product. This approach has helped us build a loyal customer base that values the meaning and purpose behind their purchases.
We prioritize our customers and strive to provide exceptional service. Listening to feedback, addressing concerns, and continuously improving our offerings have helped us build trust and loyalty among our clients.
Contact Info:
- Website: https://www.yusnyc.com
- Instagram: @yus.nyc
- Linkedin: YUS NYC
Image Credits
Images: @events.photo