1. THE EQUIPAGE CASE
WOMEN'S RETAIL SHOES AND BAGS STORE

2. CEO and founder of Equipage
Cláudia Mourão
CEO and founder of Equipage

3. Strong family values Joana Paula Cláudia Frederico Mariana
Marketing Director
Commercial Director
CEO
Financial Director
Strong family values

4. Brazil
Where are we located?

5. Belo Horizonte
São Paulo
Rio de Janeiro
Equipage Stores

6. Equipage was founded in 1980.
THE BEGINNING
Equipage was founded in 1980.
Grand opening invitation
80’s
90’s
2000’s
2010’s

7. The end of dictatorship in 1985; Hyperinflation;
BRAZILIAN ECONOMIC’S SCENARIO
The end of dictatorship in 1985;
Hyperinflation;
Low purchasing power and high income concentration;
Low growth of the country’s GDP (annual average of 1.7%);
80’s
90’s
2000’s
2010’s
The Lost Decade

8. A Fashion and cultural scene emerges in Brazil;
MEANWHILE…
A Fashion and cultural scene emerges in Brazil;
Female revolution;
Equal rights and obligations of men and women under new Constitution (1988);
Paris, 1985 Cláudia Mourão and Brazilian fashion entrepreneurs
80’s
90’s
2000’s
2010’s
The Promising Decade

9. Opening of four new stores: 2nd store (1985); 3rd store (1988);
EQUIPAGE´S GROWTH PHASE
Opening of four new stores:
2nd store (1985);
3rd store (1988);
4th store: first diversification Bogart's men shoes store (1989);
Claudia’s cancer diagnosis (1989).
80’s
90’s
2000’s
2010’s
The Promising Decade

10. Currency change to "Real” – monetary stability (1994);
BRAZILIAN ECONOMIC’S SCENARIO
Currency change to "Real” – monetary stability (1994);
Inflation control;
High interests rates;
Economic and trade liberalization;
80’s
90’s
2000’s
2010’s
The Neoliberal Decade

11. Claudia health treatment;
UPS AND DOWNS
Claudia health treatment;
Entry of the second generation into the business;
Joana, Paula, Mariana.
80’s
90’s
2000’s
2010’s
The Overcoming Decade

12. Equipage´s financial crisis (1990-1992);
UPS AND DOWNS
Equipage´s financial crisis ( );
Exit of the co-founder (1991);
High competition due to importation of Chinese shoes;
Strategic restructuration of the business;
Discontinuation of men´s store business.
80’s
90’s
2000’s
2010’s
The Overcoming Decade

13. Two new Equipage stores (1994 and 1996);
NEW CYCLE OF GROWTH
Two new Equipage stores (1994 and 1996);
Claudia’s cancer cure.
80’s
90’s
2000’s
2010’s
The Overcoming Decade

14. Generalized improvement of the macroeconomic indexes.
BRAZILIAN ECONOMIC’S SCENARIO
Generalized improvement of the macroeconomic indexes.
The Workers' Party rises to power.
Cover of the magazine
"The Economist"
80’s
90’s
2000’s
2010’s
The Decade of Economic Recovery

15. Financial recovery (2002); Credibility with main creditors;
MAIN ACHIEVEMENTS
Financial recovery (2002);
Credibility with main creditors;
12 stores in different marketing channels: Wholesale Franchise Outlet Multi-brands
80’s
90’s
2000’s
2010’s
The Decade of Diversification

16. "Cláudia Mourão Shoes & Bags” new brand;
MAIN ACHIEVEMENTS
"Cláudia Mourão Shoes & Bags” new brand;
Outsourced production
80’s
90’s
2000’s
2010’s
The Decade of Diversification

17. Wholesale market with the international brand (2005);
MAIN ACHIEVEMENTS
Wholesale market with the international brand (2005);
Exportation;
Micam Fair, Italy
Dubai, Emirates
80’s
90’s
2000’s
2010’s
The Decade of Diversification

18. Cover of the magazine "The Economist"
BRAZILIAN ECONOMIC’S SCENARIO
"Operation Car Wash”;
Successive corruption scandals in the public and private sectors;
Economic recession since 2015;
Panorama of the footwear sector (2016): 15.5% drop in national sales, while female segment presented a 16% reduction in volume and a 8% reduction in price. Reduction and/or end of several footwear poles in the country.
Cover of the magazine "The Economist"
80’s
90’s
2000’s
2010’s
The Decade of Anticorruption

19. FOCUS ON PROFITABILITY
Seeking knowledge in the management of family businesses: Fundação Dom Cabral (2012);
Closing of non-profitable business: wholesale (2012) franchise business (2012);
Entry into e-commerce (2015);
Financial health to face this recession period;
Claudia´s new health problem: occupational disease (2015);
Follow
80’s
90’s
2000’s
2010’s
The Decade of Resilience

20. Building the succession process; Being prepared for new growth cycle;
FUTURE STEPS
Building the succession process;
Being prepared for new growth cycle;
Implementing worldwide sales: @ e-commerce;
80’s
90’s
2000’s
2010’s
and ahead

21. Lessons learned
Believe in your dreams: We always have faith that things are going to work out;
Be transparent with all employees, suppliers, partners and customers;
Don’t be afraid to change;
Be quick in your decisions;
Leave your beliefs as a legacy: “Together we are more”.

22. TO SHARE THE EXPERIENCES OF OUR FAMILY BUSINESS
THANK
YOU
FOR THIS
OPPORTUNITY
TO SHARE THE EXPERIENCES OF OUR FAMILY BUSINESS