- Fernando Lutz, Director of Operations, Denim City SP
Denim City SP Director of Operations, Fernando Lutz, shares how Denim City SP is building a hub of jeans wear innovation and sustainability in Brazil and retail operations on Retail Pro Prism.
Tell us about Denim City SP.
Based in Amsterdam, Denim City aims to raise the quality of jeans fashion in Brazil and worldwide, offering a hub of innovation and sustainability. The Denim City SP space is designed to bring together international quality brands in the jeans fashion segment. In its 4000m² location in São Paulo, there are restaurants, partner showrooms in the jeans fashion sector, and a school for the training and professionalization of members in the sector.
How did this effort for denim reform begin?
20 years ago, every clothing brand in Brazil had their own sewing teams and their own manufacturer. Over time, the operating model changed with privatization. Brands began to deactivate their sewing lines to hire services in workshops, employing cheaper labor. Today, there are only a handful of brands that make their clothing in the country.
In 2019, Denim City brought its concept to Brazil. Over the course of one year, we built this innovation and sustainability hub that is 4 times larger than our headquarters in Amsterdam (1000m²).
Denim City chose the São Paulo neighborhood of Brás because it is a major economic centers in Brazil, if not one of the largest, for the production and retailing of jeans, and because it is a neighborhood with a history of making jeans. So we want to spread our work here to Brás and to Brazil as a whole.
How does Blue & Cool fit into the picture?
Blue & Cool is the first jeans wear store from Denim City in Brazil, within the Denim City SP space, with products 100% made in the Brazilian territory.
On October 26, 2020, the Denim City SP space was inaugurated together with the Blue & Cool store, running on Retail Pro Prism retail management and POS software.
For what specific business challenges did you choose Retail Pro?
Blue & Cool needed a mobile POS to avoid the friction inherent in requiring customers to go to the checkout. Retail Pro Prism is web-based and solved this promptly. We also needed an integration with SAP B1, which Retail Pro has available. We are also planning to implement the self-checkout and an RFID model to assist in the operation.
What role does your Retail Pro play in your customer engagement strategy?
With the POS's mobility, Retail Pro contributes to a bolder space and a frictionless experience without a checkout line.
What does the future look like for your company?
Denim City already has plans to expand to other countries. For Brazil in particular, the plan will be to open Blue & Cool stores in other regions within the country.