Digital Fashion

Type is going virtual in Montenegro

Type is going virtual in Montenegro

Walk down the Dzordza Vasingtona Side road in Podgorica, Montenegro, and you end up tempted by way of the world over famend style manufacturers like Hugo Boss, Max Mara and Ermenegildo Zegna with their vibrant garments and guarantees of a satisfying buying groceries revel in. However few native fashionistas would know that one circle of relatives trade has performed a pivotal function in bringing those world manufacturers to the Montenegrin marketplace.

SAMMS is an unique distributor of worldwide clothes manufacturers in Montenegro. To convey its operations as much as par with the worldwide manufacturers it represents, it lately carried out a virtual undertaking useful resource making plans (ERP) device with the fortify of the EBRD and Sweden. The brand new device has considerably progressed the corporate’s analytical functions, resulting in faster and higher decision-making, and file revenues and benefit margins in 2021.

An international marketplace on the upward thrust

Whilst high-end style is at the moment available in each and every native excessive boulevard in Europe, for Montenegrins, it used to be a real luxurious as lately because the early 2000s, when maximum top rate manufacturers nonetheless had no presence within the nation.

“International manufacturers have been reluctant to go into the marketplace because of perceived limitations to industry and enlargement,” says Anja Radonjić, CEO of SAMMS. Her folks, Snezana and Sreten Radonjić, began the corporate in 1994, and after a decade within the style trade, the circle of relatives noticed the possible the Montenegrin marketplace had to supply and took it upon themselves to end up the manufacturers unsuitable.

“It took a large number of time to persuade them, nevertheless it’s paid off – with the massive building of tourism in Montenegro, we turned into no longer just a shuttle but in addition a buying groceries vacation spot for all guests that choose each luxurious and extra industrial manufacturers,” she says. Now, 28 years since opening the primary retailer in Podgorica, SAMMS is the unique distributor of 14 world luxurious style manufacturers.

“We needed to convey the arena to Montenegro – our shops permit our shoppers to revel in the most important style capitals world wide,” says Anja proudly.

Bringing the most efficient to their shoppers is what continues to power Anja and SAMMS, which is why they determined to put money into the newest virtual applied sciences and put into effect new tool to beef up their trade processes.

“We’ve got 14 shops in Podgorica and 11 in seashore cities, so it’s essential to have correct, related and actual knowledge on our operations. Our current device used to be no longer ready to supply this, which carried the danger of adopting the unsuitable trade resolution,” Anja notes.

Throughout the EBRD’s Girls in Trade programme, supported in Montenegro by way of Sweden, SAMMS carried out new tool which gives all of the knowledge Anja and her crew wish to analyse their trade operations and make extra astute trade selections with better agility.

“Our new device provides us most perception into each the gross sales marketplace and the buying marketplace, enabling us to discover and react temporarily to any adjustments – be it in shopper choice and insist, or interior adjustments with our providers,” Anja explains.

Because of this, the corporate is in a position to make extra knowledgeable trade selections, which ended in file stage revenues and an building up of greater than 10 in line with cent within the corporate’s benefit margins in 2021.

A virtual corporate for a virtual international

The brand new device used to be simply a part of SAMMS’ virtual adventure.

“Enforcing virtual gear has allowed our corporate to interact with new shoppers, change into extra environment friendly, and be fashionable and beneficial in our shoppers’ eyes,” Anja says. Following crowning glory of the challenge, SAMMS invested in an e-commerce answer, which allowed the corporate to triumph over geographical limitations and serve shoppers that it in a different way may no longer. Now customers can store at SAMMS boutiques anyplace and at any time via their gadgets.

In the meantime, the corporate’s social media channels allow it to interact with customers, facilitate the working out in their evolving wishes, and reply to them in real-time.

“We’ve opened the door to new purchasers and located our emblem as interesting to new generations of consumers,” Anja says.

Simply as with bringing luxurious manufacturers to the Montenegrin marketplace, all of those steps have been met with hesitation and unease. However Anja knew they’d repay.

“If there may be one lesson I’ve realized all the way through my profession, it’s that it’s essential to take dangers. Whether or not with enforcing a brand new generation, converting your running type, introducing a brand new product, or focused on a brand new buyer section… with out dangers, it’s no longer imaginable to develop and succeed in the extent of good fortune you’re aiming for,” Anja concludes.

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