Marina Ruy Barbosa Photo: Germano Lüders 12/7/2020 (Germano Lüders / Prime Time Zone)
In less than a year, Marina Ruy Barbosa, 25, transformed her brand from fashion, Ginger, appointed as one of the 50 startups that will change Brazil, in a hurricane in the retail. She managed to exhaust the stock of 1,200 pieces from her first collection – in March the third will be released – in just 12 hours on air, last July.
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The launch earned 4.5 million reais in spontaneous media, discounting the impact on the 37 million followers on his Instagram. Since then, the Carioca, who has been working on camera since the age of 9, has stopped being just an actress to become one of the most successful cases of entrepreneurship in the artistic world.
Its brand stood out for translating the global trend of slow fashion, the opposite of fast fashion and whose idea is to break the pattern of seasonal launches to sell capsules, small collections made with the most sustainable raw material possible – since certified cotton even recycled fiber jeans – and with aesthetics unrelated to the trend flow.
The publicist Vanessa Ribeiro and the style director Leandro Benites form with her the team that takes to the paper the dry color chart, the sinuous necklines and the basic shapes that reveal and hide the skin without taking the focus off the set.
Four months after the debut, the new businesswoman in the piece had won an executive position in the group Arezzo, a giant at B3 that hired her as a curator and creative director for social platforms in the recently launched marketplace ZZ Mall.
“At Ginger I have a brand vision and a team to find unrestricted looks, in which I allow myself to dare, to be more loose. In the work for the Arezzo group, I reconcile what I believe with the strategies of that brand, with responsibility for numbers and goals. I try to make the contents harmonious, to have my face, but each one has its highlight ”, says Marina.
The badge hadn’t even warmed up around his neck and, before Christmas, Ginger’s first collaboration with another brand, Schutz, already took up 15% of that month’s revenue in the spreadsheets of this one, which is one of the group’s most popular brands. “They called saying that I could be happy, the collection had surpassed all expectations,” he says.
There were 3,000 pairs of shoes, 500 bags and 300 pieces of clothing in less than a week, according to the company, with a 46% conversion rate through Schutz’s e-commerce accesses.
Although she has only just embarked on fashion retailing, she has been doing an “internship” in the area for years. She has already paraded for Dolce & Gabbana in Milan, signs since 2017 a collection with her name for the Life line of the Vivara jewelry store and gives pitacos – accepted – in all the campaigns in which she operates.
“I don’t like the term poster girl, because it no longer makes sense. It is an old thought to think that a celebrity has to fit into a script, change the personality with the mission of sounding natural. It doesn’t have to sound, it has to be real ”, says Marina, reproducing the mantra of the new generation of influence marketing.
For this reason, too, and he says, “not just for the money”, his contracts do not last less than a year. “Because I believe in relationships. For a long time I was involved in marketing, backstage and creating the mystery. It is important for me that customers feel that I am a good choice. ”
The division of personas is a strategy conducted with an iron hand by the businesswoman. Unlike her peers from the new generation of actresses, Marina Ruy Barbosa found a different way to diversify her trajectory without, for that, needing to abdicate her contract with TV Globo or look elsewhere for such “new challenges” used to justify breaks.
“Everything was fine in my life, but I had kept this desire to undertake. There was an idea that the woman could not want everything, but putting it in a box is no longer accepted. It is not that I tire of being one thing, but being an actress gave me the opportunity to see beyond. Somehow, I think that feeling has to do with my generation. ”
This was only possible, she knows, because it reached “a level of relationship within [da Globo] who, after amending several soap operas ”, gained“ freedom not to accept some jobs that do not make sense for his career and wait for a character who does ”.
The wait for things to appear at the right time does not even seem to bother her, and that is another point that differentiates her trajectory at Ginger. While celebrity brands usually take their own names to speed up the public’s perception of that brand, hers was built as a separate being, not an extension of the ego.
Just as it does with its investment portfolio, a combination of two multimarket funds, “one conservative and the other risky”, in addition to “shares in Brazil and abroad with a focus on ESG”, there was a strategy in the brand baptism.
A stylist friend –Marina does not reveal which– started to be harassed by investors interested in buying part of her namesake brand. During the business process, she realized that she was selling part of her name to people she had just met.
“This conversation stayed in my head. We never know how the market will behave, and although selling Ginger is not a short-term plan, I believe that making good choices is also thinking about all the possibilities without regretting them later. ”
Actress chat? It’s more like CEO.
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