Patbo, a Brazilian luxury fashion brand, successfully expanded into the U.S. market by prioritizing consistency, craftsmanship, and customer demand over fleeting trends. Founder Patricia Bonaldi emphasizes selling runway pieces directly to consumers and maintaining a strong brand identity rooted in handwork. This episode offers valuable lessons on international growth and strategic brand building for ecommerce operators.
Key takeaways
Prioritize brand consistency and evolution over chasing fleeting industry trends to build a sustainable brand identity, as Patbo did by focusing on handwork and craftsmanship for 22 years.
Leverage runway shows and fashion events like NYFW not just for brand visibility, but as a direct sales channel by marketing and selling select runway pieces to meet customer demand.
When expanding internationally, tailor your retail strategy to local markets, such as Patbo's decision to open a physical store in Miami to cater to specific customer needs and preferences.
In a post-pandemic landscape, align your product offerings with renewed consumer interest in social events and travel, as Patbo's styles for 'going out' successfully resonated with this shift.
Focus on unique selling propositions like artisanal techniques and high-quality construction to differentiate your brand in a competitive market and attract customers seeking authentic luxury.
Started in Brazil 22 years ago by creative director Patricia Bonaldi, Patbo expanded to the U.S. in 2017 and has since hit its stride in the states. For example, to answer demand, it opened a store in Miami earlier this year. Ahead of the brand’s September 10 runway show at New York Fashion Week, Bonadi joined the Glossy Podcast to discuss Patbo’s growth, as well as the strategies that are working to its advantage. For example, it’s leaned into its customers’ demand for runway pieces, marketing them as such and selling select styles in its stores. And it’s maintained its product focus on handwork and craftsmanship, whether or not the look fits the vibe of the moment. “By looking at how others work, you lose yourself,” Bonaldi said. “I care about consistency and evolution, not [industry] trends.”
Bonadi also discussed how Patbo’s business is faring as traveling and going out — two events for which Patbo styles seem made — have held steady as choice pastimes. Throughout New York Fashion Week, from September 6-11, check back for more daily podcast episodes featuring influential fashion insiders, from editors to designers.
Prioritize brand consistency and evolution over chasing fleeting industry trends to build a sustainable brand identity, as Patbo did by focusing on handwork and craftsmanship for 22 years.
What does this episode say about retail & omnichannel?
Leverage runway shows and fashion events like NYFW not just for brand visibility, but as a direct sales channel by marketing and selling select runway pieces to meet customer demand.
What does this episode say about dtc strategy?
When expanding internationally, tailor your retail strategy to local markets, such as Patbo's decision to open a physical store in Miami to cater to specific customer needs and preferences.
What does this episode say about brand & content?
In a post-pandemic landscape, align your product offerings with renewed consumer interest in social events and travel, as Patbo's styles for 'going out' successfully resonated with this shift.
What does this episode say about brand & content?
Focus on unique selling propositions like artisanal techniques and high-quality construction to differentiate your brand in a competitive market and attract customers seeking authentic luxury.
