Page 20 - RLI September 2019

WEEKDAY
Helsinki, Finland

“Next year you will see a
different side of Salsa and
a different image, but one
that is still based on the
same essence and values that
characterise our brand”

ortuguese brand Salsa is a world-leading designer Wanting to be a brand that is closer to its consumers and
of jeans that offer customers the best possible fit a brand that establishes an open dialogue with them, Salsa
where every detail or customisation is done with is planning on creating a different type of interaction with its
P each body type in mind. From the choice of fabrics consumers through social media.
to the stitching methods, design and innovative techniques, “Today social media is already a relevant part of our marketing
jeans produced by Salsa are made with care and precision. strategy and we devote a remarkable effort, in terms of budget
Utilising 67 different laundry techniques, offering 40 types of and human resources to our social media presence.”
finishes, 27 types of washes and producing 5,000 pairs of jeans Ramos believes the loyalty the brand has built over the
a day and making 50 prototypes to achieve the perfect fit, rest years stems from the fact its products are different, it’s fitting
assured Salsa jeans are designed for every body type, so that is unique and he feels that you can tell that consumers feel
consumers can be what they want, how and where they want.
better when they are wearing their Salsa jeans.
Feel in countries such as Portugal, Spain, France, Luxembourg, company that offers new and better products every day,
The business is determined to be an innovative denim
The company currently operates more than 100 stores
Slovenia and locations in the Middle East. Coupled with
products that will make its consumers feel better and look
better. They are determined to achieve the goals they have
its inclusion in almost 2,000 multi-brand stores, its global
Confident and footprint exceeds 30 countries. set out, and at the same time have total respect for the
The last 12 months has been an exciting time for the
world. Their target is that their only footprint in the world is
the satisfaction of its consumers.
business, which is celebrating its 25th anniversary this year.
So what lies ahead and what does Ramos perceive to be the
They have worked intensively in preparing the foundations to
Comfortable ensure a great future for the company, both from a strategic and greatest challenge currently facing the company as a whole?
“I mentioned to you at the beginning of our conversation
organisational point of view.
“We have put a lot of effort into sharpening our brand
that we have been revisiting all our foundations in the last
proposition to become a more appealing brand to our
challenge is to make sure that all those changes are properly
consumers,” explains José António Ramos, CEO of Salsa. “We year. This implies a massive change in the company. Our
have experienced a healthy growth on most channels and designed and executed, that our teams remain motivated
More than just experts in jeans, Salsa presents a passion for denim that creates the perfect fit geographies despite the negative environment we can perceive and engaged throughout the whole process and that our
that promises to go with the best version of you. RLI sits down with José António Ramos, in most markets.” consumers love the brand even more, because we managed
to make it a better brand,” concludes Ramos.
In the last quarter of this year Salsa will be opening a very
CEO of Salsa to discuss the company’s DNA and what the future looks like for the brand. special store, an experimental space in the heart of Madrid,
on the iconic street of Gran Via. The store will offer something
completely new that is far different from a traditional concept.
The company is planning to develop a different type of interaction
with its consumers, offering a newer and fresher way of presenting
its products and ways for customers to interact with the items,
including the possibility for guests to customise their jeans.
“Next year you will see a different side of Salsa and a different
image, but one that is still based on the same essence and values
that characterise our brand,” explains Ramos.
There is not currently a specific plan in terms of store openings
in certain locations, but the company is convinced of the potential
of the brand in different regions, such as Latin America, and
conversations with potential partners are underway.
Research and development is at the centre of Salsa and
part of its DNA. They are completely determined to offer its
customers the best and most innovative products, to this end,
they have in-house teams devoted exclusively to developing
new fits and washes. “We would not be Salsa without this
continuous drive for innovation. We have launched new fits
every year for the past decade and we will continue to do so
moving forward,” says Ramos.