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Flor da Moda is repositioning its retail presence by revamping the brand Ana Sousa. In addition, the company it’s also launching a new brand (Temperatura), as well as rebranding its 58-store network, both in Portugal and abroad (Spain, Luxembourg, Angola and South Africa).
“We are aiming for high end customers, and changes will not only come to the image, quality and style. Everything will change, including the service”, explains Rute Sousa (in the photo), 35, who has been working at Flor da Moda’s financial management department since she graduated in Economy from FEP. The rebranding (designed in cooperation with Ivity, by Carlos Coelho) of the group’s stores network should be complete by 2021, and is estimated to cost three million euro.
“Launching Temperatura was an idea that arose from an internal effort to reposition the Ana Sousa brand. At a given moment, we felt that we would gain by launching a new brand, destined to a younger audience, in addition to refreshing our traditional brand”, describes Rute Sousa, Flor da Moda’s new manager for Distribution.
Aimed at younger women, from 25 to 35 years old, with overall prices averaging 30% less than those of its older sister (Ana Sousa), the new brand will debut together with the Fall/Winter collection in Ana Sousa corner stores.
“We needed to take a big leap, something that would give us a new energy. We were very excited about this disruptive move”, concludes Rute, one of three elements of the Executive Commission (the remaining are Nuno Sousa and Carlos Pires da Silva) that runs Flor da Moda.