THE BEST OF INTIMA – 01/2009 - (Page 92)

Portrait All about A solid brand which has reached acclaimed success throughout Brazil, Jogê is known above all for its high quality collections and the exceptional relationship it has nurtured throughout the years with its clientele. Intrigued by the brand’s ability to develop following market requirements The Best of Intima decided to find out more. Jogê How it all started Founding partners João and Geraldo (hence the name Jogê) started their enterprise back in 1968 with a hosiery multibrand store in the renowned Shopping Iguatemi shopping center in Sao Paulo which still prospers to this today With . sales naturally falling during the summer months, Jogê management rethought their strategy and decided to differentiate the offer to include men’ s, women’s and children’s underwear. The next step was the creation of their own line and the start up of their own factory to manufacture it. oday, T the brand which has a yearly output of 380,000 items for night lingerie and 250,000 items for day lingerie, has extended its lines to include a wide spectrum of categories, from nightwear to loungewear, from kids to maternity as well as a growing men’s line. Jogê are renowned for consistently meeting their customers’ needs and translating their desires into reality thanks especially to a range of ultra-feminine and enticing items which inevitably become the keep-sake of unforgettable moments and memories, from first encounters to weddings and all those moments dear to their clients. ANGELA COELHO Looking to the future As design coordinator Angela Coelho da Fonseca explained the brand carries out market surveys every two years to monitor customer satisfaction which confirm the great fidelity of its customer base. Angela is flanked in her activities by a professional and enthusiastic team, two designers and the sales unit, who put their strengths together in creative brainstorming sessions where intuition as well as in-depth consumer studies are key. Over the last fifteen years the brand has experienced enormous success and today owns 42 stores and 4 franchises as well as being distributed in over 160 independent stores throughout the country. Further, there are prospects for the opening of another five stores in relevant domestic markets such as the northeastern region. The brand aims to reach a total of 60 stores and 10 franchises by 2010 and even goes so far as to prospect a total of 100 stores by 2014. Prospects for the international market are more wary and have temporarily been put on stand-by due to the dollar’ weaks er position. From a simple independent store to a retail chain with its own respected brand selling over half a million day and night lingerie items a year, Jogê has reached out to all facets of the lingerie universe and in 2008 promoted its success with numerous catwalk shows to celebrate its 40th anniversary. 92

Table of Contents for the Digital Edition of THE BEST OF INTIMA – 01/2009

Cover
CONTENTS
EDITORIAL
SHOP SCOUTING WORLDWIDE - BOI’s selection from Asia to Europe
NEWER NOTABLES -Victoria’s Secret
- The Blue Corset
- Miss Lala’s Boudoir
- Harrods
- Secrets from Your Sister
- Ann Summers
BOI’S SURVEY - Weathering the storm
EXPERT - Trends to shine through economic gloom
RETAIL NEWS - Pull-In, Marlies Dekkers
FW 09/10 TRENDS - Baroque Allure
- Red Passion
- Light & Shadow
- Sweet Glamour
- Sensual Skin
TALENT - The Lake&Stars
LAUNCHING - Dietrich, Fiorucci Pin Up
- Lola Haze, Cosabella
- Parah, R Crescentini
VIEW FOR YOU
EVENT - Femmy Awards 2009, Seduction at FIT
EVENT - The 2008 Hug Awards
2008 BEST SHOP AWARDS
EXPO - Sonia Rykiel revealed
PORTRAIT - All about Jogê
- Frock Couture
THE GUEST - Elizabeth Hospodar
COVER STORY - Spotlight on Chantelle
BUSINESS NEWS
WHO’S WHO
EXCLUSIVE - Round Table
INTERVIEW - Curve takes it all
CALENDAR - Major trade fairs around the world
NETWORK EXPRESS - Network Dessous’ ten worldwide magazines
MARKET FOCUS - Russia: conquering the east
BEST SELLERS
FABRIC NEWS
FABRIC TRENDS

THE BEST OF INTIMA – 01/2009