The Portuguese brand Sanjo has carved out a unique identity that skillfully blends tradition and modernity, setting it apart in the fiercely competitive world of fashion. By focusing on authenticity, timeless design, and community engagement, Sanjo has managed to establish itself in the Spanish market and boost its e-commerce growth. In an exclusive interview, Sofia Camarinha, Sanjo’s Head of Digital Marketing & E-commerce, sheds light on how the brand differentiates itself, the crucial role of social media and influencers in its strategy, and the trends that will define the future of digital commerce in fashion. Additionally, we delve into Sanjo’s commitment to sustainability, personalization of customer experience, and the impact of emerging technologies like artificial intelligence and social commerce on the industry.
When it comes to positioning itself in the fashion market, Sanjo’s approach has been instrumental in its e-commerce success, particularly in the Spanish market. “Sanjo is a Portuguese brand with a distinct identity that combines tradition and modernity,” explains Sofia Camarinha. “We keep the brand’s heritage alive while remaining attentive to trends and new generations. This positioning has been essential for the brand’s growth in the digital environment, enabling us to create a genuine bond with consumers.” In Spain, Sanjo’s strategy is built around authenticity and differentiation, emphasizing the quality and timeless design of its products. This approach is reflected in its e-commerce platform through intuitive shopping experiences, targeted campaigns, and engaging communication that reinforces the brand’s story and values.
The online fashion consumer has evolved, becoming more demanding and informed. Some key trends Sanjo has identified include the appreciation of authenticity, with brands that have a clear identity and purpose garnering more trust from consumers. Sustainability is another growing concern, with an increasing number of consumers opting for brands committed to eco-friendly practices. The experience across different channels, both digital and physical, is becoming more fluid and relevant, and social commerce, particularly through platforms like Instagram, is turning into a significant sales point. Lastly, there’s a notable preference for exclusive and customizable products, with demand for limited editions and personalized items on the rise.
Sanjo utilizes social media, especially Instagram, as a primary channel for communication and interaction with its community. By sharing content that goes beyond mere product promotion, such as the brand’s story and creative processes, Sanjo creates a genuine connection with its followers. Features like integrated shopping and targeted campaigns facilitate conversion and optimize e-commerce performance. When it comes to the Spanish market, Sanjo works with influencers who share the brand’s values and have a genuine relationship with their audience. The focus is on quality over quantity, prioritizing credibility and interaction over mere numbers, to ensure collaborations are authentic and add value to the brand.
Regarding live shopping, a trend that enables direct and interactive communication, Sanjo recognizes its potential but has yet to explore this format. It sees live shopping as a resource to strengthen consumer relationships and encourage conversion, and the brand is analyzing ways to integrate this strategy relevantly. The importance of retail media platforms in Sanjo’s strategy lies in their ability to increase brand visibility and optimize customer acquisition. These platforms allow for efficient segmentation and a more personalized approach, forming part of Sanjo’s growth plan to reinforce its digital presence and drive sales.
Collaborations with marketplaces have supported Sanjo’s brand expansion and helped reach new consumers, especially in growing markets. However, the brand’s primary focus remains on its online store, where it can offer a more complete and aligned brand experience. Balancing both channels is essential for sustainable growth. Sanjo leverages artificial intelligence to personalize the shopping experience, using user behavior to adjust product recommendations. AI also optimizes customer service strategies and data analysis, enabling more informed and effective decision-making.
Sustainability, increasingly valued by consumers, is not just a trend for Sanjo but a genuine commitment. The brand communicates its sustainable practices transparently in the digital channel, highlighting the materials used, responsible production processes, and measures taken to reduce environmental impact. For the future, Sanjo plans to consolidate and expand its presence in the Spanish market by reinforcing its digital strategy, conducting targeted marketing campaigns, and forging strategic collaborations. The brand aims to strengthen its community, create immersive brand experiences, and explore new growth opportunities.
Looking ahead to 2025, trends in the fashion e-commerce market are likely to include the continued growth of social commerce, with social networks becoming even more significant as direct sales channels. Advanced personalization will make shopping experiences more tailored to individual consumer preferences. Sustainability will become a critical criterion for brand choice, with transparent and responsible brands gaining relevance. The integration of new technologies, such as augmented reality for trying out products online, will become more common, and alternative consumption models, like the second-hand market and fashion subscription services, will continue to grow. As the fashion industry evolves, brands like Sanjo are poised to lead the way, embracing innovation, sustainability, and authentic connections with their consumers.
