top of page
Spring 2023
About PatBO
PatBo is a brazilian brand that aspires chic and comfortable while also giving confidence to everyone. PatBo makes bold prints and embroidery to capture the lively aesthetic of South America. PatBo focuses on swimsuits and read-to-wear clothing.
Personality & Characteristics
Brand Personality: PatBO are lively, bold, adventurous, cheerful, virant, glamorous
Brand Characteristics: PatBO is confident and creative.
Timeline
2002- PatBO was founded by Patricia Bonaldi and created Projeto Costurando Sonhos in Uberlândia, Brazil.
Market Segment
Mass market: female, ready-to-wear, and swimsuits fashion.
Niche market: wealthy females style of vibrant colors and hand-embroidery.
Market Segment: PatBO focuses on their consumers: female, style, personality and beliefs.
Gender:
PatBO is a female clothing brand.
Age:
Anyone can wear the PatBO clothing brand. Mostly around 18-40
Style:
Glamorous, virant, with a bit tropical fashion style.
Consumer Profile
Sadie, 24
She’s a fashion photographer who loves to go to the beach, read magazines, keep up with the latest trends, travel, and follow her favorite celebrities and fashion designers.
Her style: bright colors, elegant, chic but comfortable.
Competitors
Positioning Chart
Factors Influencing PatBO
Impact of technology
PatBO online website is a big factor in the business. It allows people all over the world to explore the website and order clothing which helps expand the business internationally.
Impact of social media
PatBO reached 309K followers over time on instagram and got verified. PatBO started making content on TikTok, in early 2022, and her account has been growing ever since, it currently has 2001 followers.
Impact of celebrities and influencers
Olivia Culpo attended the PatBO Spring 2023 fashion show. ​
PatBO and Alessandra Ambrosio collaborated to design the capsule collection. They created a 16-piece assortment for the collection.
Changes in trends
PatBO has to keep up with the latest trend to catch people's attention. ​​
One trend that is popular right now is Power Bohemian Florals. PatBO keeps up with this trend by having different floral prints in a bohemian style.
Another trend that can be seen in PatBO shops is Puff Sleeves.
Merchandising / Marketing Techniques
Media used for advertising & Social media presence and impact
PatBO uses Instagram, Tiktok and Facebook as a way of marketing their brand for other people to see through social media.
PatBO uses Instagram and Facebook to show ads of PatBO clothing, with a link of the dress in PatBO website. Which motivates viewer to check out the website.
Fashion Show
A way for PatBO to show the world their newest collection is by being in New York Fashion Week. This New York Fashion show PatBO presented her PatBo’s Spring/Summer 2023 collection with 39 look.
Special events
Patricia Bonaldi hosted a dinner (at Fasano Restaurant New York) with Alessandra Ambrosio to celebrate the new collection of PATBO X ALESSANDRA AMBROSIO.
Retail promotion / Selling at stores
PatBO sells their merchandise at other store. Some of this stores are:
Sales Promotions
In their website they have a pop of unlocking a 10% off in the first order when you enter your email.
Visual merchandising
PatBO separates each garment in their own category while also having the clothing color coordinated.
Window display is very important for any store, so PatBO utilizes that to draw customers in.
Environmental, Social and Ethical Responsibility
PatBO is being socially responsible by giving back to their community. Patricia Bonaldi has started a school that teaches women and girls, in her hometown Uberlandia, Brazil, how to be confident in their skills: sewing, embroidery, garment construction, and hand beading. PatBO gives the women an opportunity to work for them. PatBO has employed over 500 women from Uberlandia, Brazil. PatBO is being ethical by helping their own employees improve.
PatBO doesn’t provide information for them being environmentally responsible. However, they don’t use fur, leather, and any other exotic animal skins. One area PatBO can improve on is mentioning more information in their website about their contribution towards the environment.
SWOT Analysis
Strengths
Weaknesses
-
Not a lot of different sizes (0-12).
​
-
Doesn’t have lots of recognition in TikTok.
​
-
PatBo needs to make their brand known.
-
Customer Service
PatBo has: free ground shipping, worldwide shipping, return policy within 14 days (customer will get a refund with a $10 restocking fee.), ans exchange items for different sizes are free.
​
-
Diferent varieties in styles and colors.
​
-
Visual merchandising
PatBO has a clean visual presentation with their garment in stores and has a good window display that draws customers in.
Opportunities
Threats
-
PatBO is not widely known in the U.S.
​
-
Not showing information in their website about how they contribute towards the environment.
​
-
Lots of strong competitors can take PatBO”s customers away.
-
More sizes for everyone to buy.
​
-
Doing different Merchandising / Marketing Techniques to make their brand grow. (Charity events and support & Trade shows)
​
-
Location
Making their cafe with Brazilian food.​
bottom of page