Cristiano Ronaldo models for Sacoor Brothers

  • Style
  • Tuesday, 14 Apr 2015

Man of the moment: Footballer Cristiano Ronaldo fronts the campaign of Portugal fashion brand Sacoor Brothers.

When a fashion label snags a global superstar like Cristiano Ronaldo, it is understandably a proud moment.

“This is a huge coup for Sacoor Brothers,” enthuses Hugo Carriço, the brand’s marketing manager. “As you may know, Ronaldo is one of the most in-demand personalities and we believe it is not easy for him to make a commitment to any brand.

“But we managed to do it, and we announced our partnership in January this year. We believe it to be the perfect match,” adds Carriço.

For the uninitiated, Sacoor Brothers is a fashion and lifestyle brand based out of Portugal. It started as a dream of four brothers; since their first boutique opened in Lisbon in 1989, the brand has expanded across their native Portugal to become a truly international brand with outlets in Britain, Belgium, Singapore and Malaysia.

“We are now globally recognised and present in nine countries, with more than 70 boutiques across the world. So who better than the world’s best footballer to be our ambassador?”says Carriço. Portugal-born Ronaldo, 30, joins a list of ambassadors that previously featured Hollywood actors Patrick Dempsey and William Baldwin.

The Sacoor Brothers customer is described by Carriço as a man or woman that likes to be updated.

“He is refined, cosmopolitan chic and likes to be distinct,” he explains. “For those reasons, we have a team of designers that travel around the world seeking for inspiration and innovation that are reflected in our collection.”

The amicable Carriço, 37, splits his time between Kuala Lumpur and Singapore.

On his job scope, he says, “The marketing team which I am part of, has the major responsibility to transmit our brand values and allow consumers to connect with Sacoor Brothers.”

Since 2012, the brand has been in Malaysia and the Lion City. “We try to bring some of our heritage to this market. What we offer is a sense of European and Portugese refinement, where the excellence of service is always present.”

He points out the fine touches within the stores. “We have comfortable seating areas, a cafe where you can enjoy mineral water or a cup of coffee, large dressing rooms and a tailor on-hand for customised fitting and embroidery.”

According to Carriço, Sacoor Brothers also caters to women. “This season, our women’s range is represented by supermodel Ana Beatriz Barros. And for the little fashionistas, we have a special kids’ collection.”

Asked for his opinion on the Asian retail scene, he replies, “It’s an exciting market. Simply because Asians are not bound by traditional modes of dressing and they are willing to innovate and adapt to what they feel suits them best.

“There is a nod to tradition but also the willingness to go beyond and set their own trend. This ties in neatly with Sacoor Brothers because we are able to offer our access to traditional knowledge and at the same time, introduce innovations and new trends.”

The best part of his job, says Carriço, is to be able to transmit to people what the brand is about. “Being able to bring our passion for fashion to countries like Malaysia, that we consider to be one of the fashion capitals. It is very fulfiling for us to see customers dressed well in Sacoor Brothers.

“The brand has been well-received in Malaysia. We hope to continue to meet the needs of our customers from not only a functional aspect, but an emotional one.”

n Sacoor Brothers boutiques are located at Pavilion Kuala Lumpur, Suria KLCC and Bangsar Village II. A fourth store will open in The Gardens, Mid Valley City KL in June.

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