Skazi Brand Bucks Brazil’s Political, Economic Turmoil

Brazilian fashion brand Skazi intends to double growth to over 20 million reals, or $5.1 million, this year amid strong demand for its women’s wear that targets “powerful, sexy women” in their thirties to fifties, said marketing director Diego Lemos. “We are going to grow 100 percent this year and may grow 50 percent to 100 percent in the next three years,” Lemos told WWD from the company’s flagship store in Belo Horizonte, Minas Gerais. “Last year we grew 40 percent while other brands were declining.” Lemos claimed the company is vertically integrated, manufacturing most of its yarns and fabrics locally, including in an 86,000-square-foot factory next to its store. That, coupled with clever celebrity and influencer-driven marketing, helped it top a recent survey naming it Brazil’s top women’s wear brand, he added. “We only have wholesale, not retail, and we make everything ourselves, from the yarn to the finished garment. This has been the secret of our success,” he said. Skazi, which is also about to launch its first men’s collection, plans to open 100 new points of sale this year to boost its count to 1,100, according to Lemos. While international markets account for 2 percent of sales, the brand plans to

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://bit.ly/2KYy6W2