The Portuguese company Irmãos Vila Nova S.A. started operations in 1987 and by 2014 it was already present in over 35 countries, with 2,250 points of sale. In 1994, the IVN, S.A. Group took an important step on the road to success when it started its own brand.
Salsa is a Portuguese brand that has been a pioneer in the world of denim over its 20 years of existence. It specialises in the creation of technical fits that favour and highlight the shape of the body, which sets it apart from the competition.
Salsa operates in a challenging field that is highly competitive in international terms - the fashion sector. It works every day to satisfy its customers, people who care about fashion trends but also want maximum comfort and quality.
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History
Salsa was set up in 1994 under the management of Filipe, Beatriz and António Vila Nova.
They took the name from a popular American film called Salsa. The choice of name was due to the fact that the brand had the same characteristics as the star of the film: passion, dedication, dreams and an unquenchable desire to make things happen!
Since then, Salsa has been developing new ways of creating what we like most: Jeans.
Over the years, they have been perfecting the art of manufacturing jeans and creating distinctive products. They developed new models and washes with innovative techniques and the best finishes and details. The quest to find the perfect fit is never-ending.
This culture of perfection has been present right from the very start. The fit of the jeans "had to be perfect". In 1994, the brand's first big hit, Elegant jeans, opened the way to growth and expansion in Portugal. Since then, the Salsa brand has made a name for itself on the market for its innovative jean designs.
The first Salsa store opened in 1998 in Porto. Its passion has spread to many cities and countries, to around 2,000 points of sale in 32 countries. In 2015, it recorded a turnover of EUR 106 million, of which 56% was achieved in international markets.
In June 2008, Filipe Vila Nova's brother and sister decided to take on new projects, leaving the management of the company and the Salsa brand to the current CEO. Thus moving on to embrace other challenges, with new ideas, a lot of inspiration, sweat, laughter and the conviction that the focus would continue on the quest for the perfect fit.
In 2016, a joint venture was set up between two major companies of the Portuguese market, Sonae and Salsa. This joint venture has made it possible to continue developing the brand, opening up new growth opportunities and prospects.
Since January 2017, Salsa has won several awards, such as an honourable mention at the Meios & Publicidade awards, in the point of sale design category. It was ranked as a brand with a solid reputation by OnStrategy and also took first place with the omnichannel ranking for the clothing sector.
Perfect Fit Fashion Video
Vision, Mission, Values
VISION:
To be internationally recognised as an innovative denim wear brand
MISSION:
To be our customers' second skin and to encourage their constant evolution
VALUES:
Fit | Innovation | Quality | Sensuality
Denim Passion
Salsa aim is to create one-of-a-kind pieces that adapt to the body like a second skin, creating comfort and sensuality.
This strategy allows the brand to present more than 20 models of women's and men's jeans that fit all types of bodies.
In order to guarantee the quality of its products, Salsa works with a good selection of raw materials, manufacturing processes, controlled washes and finishes, as well as carefully chosen suppliers and manufacturers.
The selection of the suppliers is essential to guarantee the required parameters of quality and social and environmental responsibility.
Products
Over the years, Salsa has focused on innovation in denim, creating more than 20 different models for Men and Women. The most popular fits for women are Push-Up and Push-In and, more recently, Diva jeans. For men, the most important fits are Slender and Lima and, more recently, Spartan jeans.
Women:
Push-up - Following an in-depth study of the female form in 2008, Salsa revolutionized the world of denim with the launch of its innovative Push-Up model. This low-waist model perfectly combines the real push-up effect, sensuality and comfort. The main features of the medium waist Push-Up model in Cotton Lycra Denim are the slim legs and the design of the small, rounded back pockets which, in association with the side inserts, create a sculpted effect. For these jeans to create the perfect push-up effect, the Salsa fitting specialists recommend wearing them really tight.
Push-In - Because there are secrets women don't want revealed, Salsa Jeans created Secret (Push-In) jeans. Secret jeans have a marvelous three-in-one effect: the push-in effect, which slims the tummy area through a front and rear panel; the tummy-tuck effect, which shapes the waist due to its high-rise; and a slight push-up effect, provided by two rear side inserts, accentuating women's curves. Highlighting all the sensuality of the female form, Secret jeans guarantee all the comfort of jeans due to the elasticity of the denim used. The back pockets are placed at just the right height to ensure the aesthetic balance.
Diva - DIVA by SALSA jeans were introduced in 2016 and they are a combination of three effects in just one pair of jeans. There is the elegant effect, through a high waist panel that pushes in the tummy and the waist, smoothly and naturally. This effect is added to by the vertical seams, as well as the rounded-shaping of the corset effect, creating an immediate sensation of a well-defined slimmer waist. Then there is the automatic posture correction effect and adjustable waist, with rear zip to ensure a perfect fit to the body. And finally, a reducing effect provided by the innovative internal panel made with special Emana® fibre which, when it comes into contact with body heat, stimulates micro circulation and, when used regularly, improves the smoothness of the skin and reduces imperfections.
Men:
Slender - This fit was designed for men who like to be in fashion and who value comfort and mobility. Ideal for a trendy, relaxed look. It is characterized by its slim legs and slightly dropped waist, with a longer front rise.
Lima - These jeans never go out of fashion. The Lima fit was designed for men who want a modern look with a skinny cut. It is characterized by its low waist and slim legs.
Spartan - Spartan Oporto appeared in 2016, revolutionizing the men's market. These jeans are ANTI-STAIN, due to the finish used. This causes liquids to roll easily off the surface of the jeans, keeping them clean for longer. They have innovative anti-bacterial technology, N9 Pure Silver TM, which NEUTRALIZES ODOURS and helps prevent the development of the bacteria responsible for their appearance, maintaining a clean, fresh sensation for much longer. Their ELASTICITY makes them extremely comfortable in the most varied of everyday situations.
Point of Sale
Salsa has a global market presence and is represented in over 35 countries, including Spain, France, Germany, United Kingdom and the Middle East. The brand has around 250 points of sale and over 2500 brand representatives.
1998 - Opening of the 1st Salsa store - Norte Shopping
2001 - Opening of the 1st Shop-in-Shop (ECI Lisboa)
2002 - Salsa in Spain (Barcelona) - Beginning of internationalisation
Opening of the first franchise store (Leiria)
2004 - Salsa in the Middle East
2009 - Salsa in the USA
2016 - New store project
The Salsa online store was set up in 2010, in order to extend customer communication and reach countries that are further away. Salsa's online store means it can deliver products to over 33 countries, with excellent, customer-oriented service that includes free delivery and returns, express service for all orders and pick-up points spread throughout Portugal, as well as other advantages.
New Store Project
In 2016, a new store concept was introduced, where natural wood and iron are used, both on flooring details and on furniture, giving a sense of strength and substance to the spaces and allowing our customers to be transported to an industrial setting. Denim is clearly the key element in the shopping experience, transmitting all the identity and authenticity of our brand. The inspiration and design were based on Portuguese tradition, using traditional blue decorative tiles as a backdrop in some shops. This new project has already been introduced in the new stores, and in some existing stores. They are spaces where all customers can enjoy a new shopping experience, with different atmospheres for men and for women.
In 2017, the brand received an honourable mention in the Meios & Publicidade design awards, in the Point of Sale category, due to this extremely innovative project.
Omnichannel
Omnichannel is a project that was launched by Salsa in 2016, aimed at meeting all our customers' needs.
Since July 2016, pick-ups, exchanges and returns of online purchases can be done at all physical Salsa stores in Portugal.
We were one of the first retail fashion brands to put this model into operation, giving customers a faster, more convenient shopping experience. Now, at any store, using your smartphone or tablet, you can find out where the closest Salsa store is and what products are available. These can then be delivered to your home or to the closest store.
In 2017, Salsa took first place in the ranking in a study on the best Omnichannels in the clothing sector.
The Customer
The brand has a customer loyalty programme, SalsaStar, which had over 1,000,000 Salsa customers at the end of 2015.
What is SalsaStar?
It's a programme for Salsa customers where euros earn points and points earn discounts and exclusive advantages. One euro equals one point and points are earned with every purchase.
Social Media:
Salsa is present on Facebook, Instagram, LinkedIn, YouTube and Pinterest:
Follow Salsa at:
Facebook: https://www.facebook.com/Salsa/
Instagram: https://www.instagram.com/salsaofficial/
Linkedin: https://www.linkedin.com/company/salsa
Youtube: https://www.youtube.com/salsaofficialvideos
Pinterest: https://www.pinterest.pt/salsapinterest/
Source of the article : Wikipedia
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