Our co-founder Adriana Seminario, graduated her MA Luxury Brand Management in Paris with a dissertation on the potential of the alpaca fibre on the European Luxury Market, on 2018.
With a methodology that included in-depth interviews with industry professionals, focus groups with luxury consumers, visits to the biggest trade fair shows in Paris and official data from the Peruvian Business Office in France (OCEX Paris), the answers were clear.
The alpaca, baby alpaca and even the vicuna fibre have enormous potential in the European luxury market, which highly values the quality of fine yarns and the rarity of them in the retail scene.
However, the study revealed that there were some common misconceptions around the alpaca garments. This was mainly due to lack of information and to the experience of adventure travellers in Peru. They purchased alpaca items of mixed and/or low-quality in tourist markets, where the pieces are more of a travel souvenir due to folkloric design and low-percentage of selected alpaca fibre.
When presented with high-quality alpaca items (sweaters, scarves and jackets), both the focus group and the interviewees agreed that the texture was soft, the weight light and easy to wear on daily basis and the designs adapted to a more casual attire for the city.
Their reaction was also positive regarding price-point, and the sustainability side of the pieces was a decisive factor into their new perception of alpaca items as premium ready-to-wear garments.
The sustainable side of the alpaca fibre (suggested lecture: How sustainable is alpaca?) is a key-factor in the decision-making process of the luxury goods consumer. Alpacas graze on pastures without predating on the land, and their hooves gently flattened the areas they frequent, without any environmental damage.
The ethical work with artisans and communities, many of whom carry ancestral knowledge of textile techniques, was a side of the alpaca-industry unknown to many. Fair living-wages are the most effective way of supporting the livelihoods of the ateliers that work as suppliers.
At TRAMA, we are proud to empower communities through creative work in an international platform.