Based in São Paulo, Brazil, fast-growing online brand AMARO is the first fashion brand in the country to successfully implement Centric Software’s Product Lifecycle Management (PLM) solution. AMARO already delivers products from design to sale with a lead time above market average, and will now synchronize planning, design and development even more thanks to the new Centric solution.
Founded in 2012, AMARO is a Brazilian online direct-to-consumer fashion brand that sells the latest trends at disruptive prices. Although the business sells primarily through its website and mobile apps, AMARO has fifteen bricks-and-mortar ‘Guide Shops’ across Brazil where customers can try on sample clothing and order products for delivery from a central inventory. AMARO launches new products weekly, aiming to provide its discerning, digitally native customers with a constant stream of high quality, on-trend apparel.
AMARO is a brand that was born online and integrates sophisticated technology throughout the entire supply chain. Choosing an innovative and forward-looking PLM solution was a natural step in the company’s evolution, says Lodovico Brioschi, COO, CFO and Co-Founder of AMARO.
“We are still a startup in many ways and have doubled both revenue and sales volume year over year,” he explains. “Our processes began with Excel and Google sheets but were still fragmented and not optimized for our growing business. Each of our teams has different ways of organizing information and working. We arrived at the point where we needed a single source of the truth and one common workflow across the whole company. We needed a PLM solution to consolidate information, make it transparent and create processes that would be consistent for every user.”
“We saw a big fit with Centric in terms of company culture and strategy and immediately had a good connection,” says Brioschi. “We’re both companies that were born in the digital era. Like us, Centric has a tech-savvy, data-driven mindset and everything from the sales process to implementation has been agile, fast and transparent. Centric PLM is cloud-based and focused on the fashion industry, which is very important for us, as AMARO is benefitting from Centric’s fashion knowledge and best practices. Our partnership is excellent and has been based on open dialogue and an unbureaucratic approach from the start.”
As Brioschi notes, “We are expecting our processes to become more solid, transparent and fast. We hope to reduce costs and timelines, as we will have better information and the ability to negotiate more effectively with suppliers. Speed is a mantra for us at AMARO. We’re the fastest fashion brand in Brazil in terms of the time from planning to product launch, which is generally about ten weeks and can be as little as three weeks. Centric PLM is critical to support our strategy of maintaining and even accelerating our time to market.”
“We are very happy to announce that AMARO has found their perfect fit with Centric PLM,” says Chris Groves, President and CEO of Centric Software. “Centric and AMARO have a similar mindset, driven by digital innovation and disruptive thinking. We’re excited about supporting the latest phase of AMARO’s evolution and seeing Centric PLM at work in the environment of super-fast fashion.”
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