The rebranding of the Portuguese underwear brand hits the shops this September, along with the proposals for autumn-winter 2022/2023. The Second Skin Tailors signature highlights the know-how of Impetus, which is also investing in athleisure and menstrual underwear.
The rebranding, which involves an updated logo and a new signature, was done late last year and early this year, but is only now hitting the shops. "A new symbol and the signature Second Skin Tailors was created, because Impetus is recognised for producing well, making pieces that wear well and we have products that meet various body types. Second Skin Tailors ends up reinforcing this", explains Carla Sá, responsible for e-commerce and digital marketing at Impetus. By the end of the year, the new image will also be applied to the brand's website. "We want to change it at the same time as the collection comes in," she reveals to Jornal Têxtil.
This rebranding is just another change for Impetus, which in recent months has launched several new products, starting with a line of athleisure, baptised Impetus Active. "We have seen a boom, right after the pandemic, in the sale of sportswear. The company was born almost 50 years ago and, in the area of seamless technology, it developed and studied in detail, for the big sports brands, the anatomy, the tensions necessary for the person doing a certain sport to feel extremely comfortable and, at the same time, the functionality of the piece - for example, to absorb more perspiration in one part of the body. Thus, the Active line was born with the purpose of launching to the market something that has fashion, that is fashionable, but, at the same time, functional and that brings comfort for people to feel good", justifies Manuel Torres, commercial director of Impetus. Portugal, Spain and France were the initial markets where the line was launched in the first quarter of this year, but currently "it is already on sale practically all over the world", he adds.
Order to innovate
Another novelty was Impetus Ecocycle, a line of menstrual underwear that derives from the technology developed in partnership with Fibrenamics for ProtechDry, dedicated to light incontinence and which the company applies not only in its own brand but also in the production of items for major global brands. "That experience we gained with all this technology, allowed us to develop a new product for the menstruation market. The same structure, but adapted, much thinner, softer, but with the same absorption power, in this case, of blood from menstruation," indicates the commercial director.
Also launched earlier this year, Impetus Ecocycle, in addition to the patented technology, also has as an innovation the existence of panties that replace the daily pads. "We have two products that end up covering a woman's entire cycle: Period Ecopanty and Daily Ecopanty, which replaces the daily pad," says Carla Sá.
With advantages in terms of sustainability, eliminating the need for disposable absorbents, Impetus Ecocycle is being distributed in the independent multi-brand market, as well as online, maintaining the same distribution channels as conventional underwear. "Our sales people visited customers and were given a presentation of the product. We even left some samples for them to test and the uptake was good. We also gave presentations to our importers/distributors and this is the path we take whenever we launch a product on the market", adds Manuel Torres.
In digital times, Impetus, which has over 6,000 active customers spread across all continents and a 98% export share, has also been betting on online sales, on its own website and on marketplaces, and on partnering with influencers to publicise the product. "After we send the product, we always ask the person to evaluate it and there is nothing better than having the client himself give his feedback and his experience about a product. Deep down, it ends up valuing and, instead of us promoting, he himself does this work and it's much more real", Carla Sá assures.
After an "excellent year in terms of results and growth" in 2021, with a business volume around 20% above that registered in 2020, to a value of 42 million euros in the Impetus group (without Acatel), the first semester of the year also "went very well in terms of sales", guarantees the commercial director, who points to "a growth of 25% to 30% in some markets, in sales that will be reflected in invoicing in 2023". However, Manuel Torres points out, "all this may slow down. We have never experienced such an unpredictable situation as the present one. Any projection that can be made can soon be overturned, because every day new things happen, from the war and the rise in inflation rates to the volatility of transport and raw material costs".
Impetus tem nova imagem (fashionnetwork.com)