Vicunha launches app to get closer to consumers

One of the largest denim industries in Brazil, Vicunha launched an app to get closer to consumers during the quarantine period. The brand is one of the members of Texbrasil (Internationalization Program of the Brazilian Textile and Fashion Industry) – the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Trade and Investment Promotion Agency).

The solution was developed in 2018, but the pandemic instance led it to gain more prominence, besides updates. According to the brand’s commercial director, German Alejandro, the app offers another communication and sales channel, offering greater proximity to consumers. “By 2020, we were already guided by a strategy of more proximity to the customer and more digital. Our main goal is to offer more relevant and integrated solutions for the textile market and to invest in the training of the sales team, aiming at an increasingly closer relationship with the customer”, explains the executive.

With the proximity to the sales team, customers can ask for product pilotage, as well as request purchase or an exclusive development almost in real-time.

But besides that, the app also shows other aspects of Vicunha, such as sustainability. “The ‘sustainability button’ brings our manufacturing, social, partnership, sustainable products, certifications, programs, projects and movements”, explains German. The “V.Products” area shows more than 250 options of Denim and Denim Colour fabrics, with a gallery of photos and videos that offer a faithful vision of the fall, elasticity and construction of the fabrics.

Digital future

For German, even without the aggravating factor of temporary closures, digital solutions are the future. With this, the executive confirms that the app will continue to receive investment and innovations, even after the quarantine. “New technologies are emerging in the digital presentation of fabrics, which will direct us even further on the road to digitization. We believe that in attendance and digitally, the number one priority for brands and companies is the customer/consumer experience”, he comments.

With more than 500 registrations, the director points out that there is still no way to measure direct growth in sales. “In this context of a pandemic we are still following the gradual opening of markets and the resumption of our chain has been happening in a programmed and cautious way”, he explains. For him, it will only be possible to see the results as the market reopens.

The V.Space platform works in three languages and is available on App Store and Google Play. “The app is a digital catalog and an information hub for doing business and sharing knowledge. Our goal is to create a new environment to connect and approach Vicunha with employees, salesforce, customers, partners, fashion enthusiasts and those interested in the textile sector”, he concludes.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and clothing sector to develop strategies to conquer the global market. Over almost 20 years, it has helped around 1500 brands to enter the export trail, making USD 3.6 billion in business. The Program is carried out by means of a partnership between Abit (Brazilian Association of the Textile and Clothing Industry) and the Brazilian Export and Investment Promotion Agency (Apex-Brasil).