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| SACOOR |
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An international lifestyle brand offering newness and style,
Sacoor Brothers is one
of the most well-known fashion companies in Portugal, with over
30 own-stores situated in the largest and most important shopping
centres throughout the country. Internationally, the brand has
a further 15 own- and franchised stores in countries such as
Spain, Belgium, Romania, Moldavia, Dubai in the UAE, Oman and
Bahrain, and is scheduled to open further stores in Qatar and
Kuwait.
Sacoor’s most recent opening was in Bahrain in September.
Soon it will open a further three stores in Dubai, at Dubai
Marina Mall, Mall of Emirates and Dubai Mall, the biggest shopping
centre in the world. |
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Longer term,
Sacoor Brothers has an ambitious international expansion plan,
with a focus on Eastern Europe, the Middle East and South East
Asia.
Says Member of the Executive Board, Salim Sacoor: “We
are currently finalizing a contract in Poland that will involve
the opening of around 14 stores in five years time, starting
in 2009; we also have promising prospects in Russia, Ukraine,
Syria, Lebanon, Jordan and Iran, and are looking closely at
Singapore, Hong Kong, Malaysia
and Thailand.” |
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Whilst the
company has a preference for the establishment of new stores
in emerging markets, it also has a high presence in the more
mature markets – its store in Brussels, for example, is
surpassing the level of sales in some of its Portugal stores.
“We do not fear mature markets,” says Sacoor, “we
simply prefer, in these early stages of internationalization,
markets that give us better return-on-investment. If we were
to open a store in the UK, we would open near our main competitors
in London, where the clientele values quality and service over
price.”
In order to stay at the forefront of this highly competitive
market, Sacoor Brothers relies upon all of its departments to
dynamize actions, procedures, services and products. Its design
sales and production departments actively seek new ways to supply
better products and services to its customers. Its research
department continually assesses new ideas from around the world,
visiting New York, London, Paris, Milan, Hong Kong, Singapore,
Tokyo, São Paulo, Los Angeles, Dubai and other key cities.
Marketing has also played a key role in the brand’s success
story, featuring VIPs, football players, singers, actors and
TV presenters, both in Portugal and in Brazil.
As well as sponsoring famous celebrities, Sacoor has also signed
with three major European football clubs: FC Barcelona from
Spain (one of the Top 5 clubs in the World) FC Porto (Two times
European Champion) and SL Benfica (Two times European Champion
which has recently joined the Guinness Book of Records as the
club with most paid-members in the World - 160.000) from Portugal,
and, providing the official suit for both players and management. |
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“It
is nice to be dressing the likes of Leonel Messi, Etoo, Thierry
Henry, Nuno Gomes, Jose Antonio Reyes and Pablo Aimar among
others,” says Sacoor.
“Also, we are on our third campaign involving stars of
‘CSI Miami’, the most-viewed TV series in the world.
Every Sacoor Brothers store and window features Eva LaRue and
Adam Rodriguez and is themed ‘Sacoor Air’. We have
noticed that people are associating the CSI Miami actors with
our brand, which is great!”
The brand’s target customer is a middle to middle-high
class, business-oriented person aged 25-45, someone who wants
excellent clothing at affordable prices.
“We have been noticing that in recent years we have been
selling to customers outside this profile,” says Sacoor.
“Mainly to high class customers who are finding that our
quality matches that of the most expensive brands, but that
our service is far better.
“Of course customers are now much more demanding, price-oriented
and expect a very high level of both quality and service. If
the retailer is not able to accommodate those needs, it will
lose out to the competition.”
For the full article please see the RLI
November 08 issue |
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Paramount
Publications Ltd Suite 15, Hardmans Business Centre, New
Hall Hey Road, Rawtenstall BB4 6HH UK
Tel: +44 (0) 1706 212200 Fax: +44 (0) 1706 211782 Email:
info@rli.uk.com
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