After the separation between Arezzo&Co and Soma, which resulted in the creation of three distinct units — Azzas 2154, Soma and Farm Rio as the third unit — the company Azzas 2154 began administering the Hering brand. While the redivision process was underway, Hering was preparing its own strategy for recovery in the Brazilian market.
Hering's strategy focuses on its iconic product: the t-shirt. The company launched the "Brazil T-shirt," which underwent a complete redesign, seeking to improve product quality while reducing the final price to the consumer.
The main objective of this initiative is to win back classes B and C, an audience historically important for the brand, but which had lost connection with the products of the country's largest knitting mill. The expectation is that the combination of better quality and more accessible price will help boost the company's sales.
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