Dzarm opens Shopping Higienopolis store after reformulation
Since the fourth quarter last year, Cia Hering has been taking measures to reformulate the Dzarm label, repositioned in order to work with a complete mix of apparel for young women, ages 18 to 30, with clothing in three different lines, as well as beachwear, lingerie and accessories, including footwear and bags. Nearly a year after stopping its retail operations and closing its only store at Shopping Analia Franco, in the Tatuape district on Sao Paulo’s east side, last week Dzarm opened its first unit under its new concept.
The brand opened a 70 square meter point in Shopping Higienopolis, a mall on the city’s west side. The layout of the area was organized by product categories, with clothing split into four lines: Jeans, Day, Work and Party. The company intends to expand the brand in retail, as it has done recently with Hering for You. According to the company, a member of Texbrasil, the Brazilian Fashion Industry Internationalization Program – developed by Abit and Apex-Brasil (Brazilian Trade and Investment Promotion Agency), it will open more stores next year, while the franchise model will be left to another phase.
Dzarm, Hering