Women’s clothing brand grows after investing in Sebrae consultancy
The company relied on Sebrae’s help to define its target audience, brand identity and to structure the business, and it continues to grow.
Brand invests in consulting and grows – Photo: Sebrae
The Anita Voss brand, which was born in Apiúna, in the middle of the Itajaí Valley, is currently present in three cities in Santa Catarina: Balneário Camboriú, Itajaí and Navegantes, and has recently also entered the Curitiba market. Little by little, it conquers the big cities and strengthens itself as a differentiated brand, which breaks the barriers of age, offering women modern, quality clothes for any stage of life.
This is the picture of a successful company, which has a defined public, planning, goals to be met, which has efficient management, defined processes and knows where it wants to grow. A company that knew how to take advantage of the help provided by the sebrae micro and small companies throughout the state, and took a turn in the direction of business.
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Entrepreneur Júlio César Cerutti worked for years in the wood sector, and after becoming unemployed, he decided to invest in the clothing sector, started making t-shirts and soon moved into women’s fashion. When she decided to have her own brand, which she named after her mother Anita Voss, challenges began to appear. Without experience and knowledge, he opened stores in neighborhoods, until he realized that his audience was not there.
“Our product didn’t identify much with the neighborhood, where the first difficulty arose and we looked for the sebrae to develop the brand’s branding,” he says.
This was the first branding consultancy that Júlio hired, and according to him, the work revolutionized the company. Specialized consultants helped to define who the Anita Voss brand was, who it was intended for, where to find potential clientele, what strategies to use to consolidate the brand. That’s how the stores left the neighborhoods and went to bigger centers.
The clothes won over customers, soon the business grew and the factory, in the interior of Apiúna, had to increase production. New challenges began to arise. The company was not structured to support this growth. Júlio had already learned that with help, everything is easier and he hired a new consultancy. This time the specialists put the house in order, organized the sectors, processes, finance, HR, marketing. “This consultancy from the sebrae it gave us a direction, we managed to organize everything and now it’s time to continue growing in a structured way”, says the businessman.
During the pandemic, Júlio felt he needed to take Anita Voss to the virtual world as well. He already had this idea, but the crisis accelerated the project, and again a consultancy from the sebrae was hired to help strategize on social media and a website that is almost done. He states that “there is an Anita Voss before and after all projects done with the sebrae, we managed to define our brand, organize the company, reduce rework, produce more with less, eliminate waste”.
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