Offering premium denim brands only in a cool environment is the distinguishing mark of TJB-The Jeans Boutique, a Brazilian specialized jeans store chain. "Out of our wide selection of brands, styles, fits and washes, you can always find something you like,” explains Rafael Los, store manager of the Rua Oscar Freire boutique based in the prestigious shopping area of Sao Paulo, Brazil. “For this, our customers never leave without purchasing anything.” This chain of stores is made up of 13 stores, eleven in Sao Paulo and two in Paraná, and represents an interesting new approach of selling jeans within the Brazilian denim retail panorama. Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
What we sell best are generally clean products and darker hue jeans. Among the brands we sell best there are, for instance, Diesel, Calvin Klein, Levis’ and 7 for All Mankind. They sell best because our customers recognise that they are good quality jeans that can last for a long time. Our clients are ready to spend. For instance, one of our most expensive jeans is a model by 7 For All Mankind that costs an equivalent of €300, but customers are ready to spend this for a brand and a product that can make them look and feel great. And this happens with all of our clients – both Brazilian people and tourists that count for 30% of our clientele.

Do people buy according to their favorite brand, style, or impulse?
They buy according to brand, a key aspect for the jeans market.

How important is the communication with regular customers? How do you communicate with them?
We communicate most with them through our shop windows. Every week we dedicate our windows to a single brand, while launching some special promotion related to it. Our store is organized as a group of shop-in-shop, though all part of the same unique organic environment and store with a single cash desk. In any case even if anyone entering our store might step in because he or she is attracted by a brand or model, he or she might end up leaving it and buy something different.

What are the most important trends, in general?
Women preferably buy straight and skinny models, while men prefer either clean or ruined jeans.

Did you add any new labels to your assortment?
No, we did not. We are happy with what we are carrying.

How does your store differ from other stores?
If we compare our offer with other apparel stores we only sell international premium denim brands and most of them sell the range that originates from their own country of origin. For instance, Levi's only sells their made in the US range of products, Diesel just the Made in Italy collection, while 7 For All Mankind offers their US collection. Also sold here are Guess and G-Star, plus local brands such as Zoomp, Colcci, Forum and two own private labels - Jeans Couture and Jeans Hall. Only exception are Calvin Klein Jeans selling their Brazilian collection. We sell a wide selection of premium international and Brazilian denim brands available in a variety of sizes, fits, colors and washes. This way anyone can buy the brand and style that fits them and they like best. And in case they don’t like anything from branded jeans they can always find alternative products from our own private label selection.

What do you like about your customers?
We like the fact that no one ever leaves the shop without buying at least one-or-two pairs of jeans. They always find something that satisfies their needs or tastes – be it a model that they can wear every day or for some special occasion. Plus we like that they spend some time either looking around, sitting on an armchair or resting in our upstairs café. They can relax there – either while we are shortening their newly purchased pair of jeans or simply rest for a moment.

How important is the interior, the atmosphere and the whole package?
It is very important. We take care about every single detail related to each of the brands we sell. For instance, every denim brand gives us specific indication for folding their jeans on shelves inside the store. And we follow each company’s indication very strictly. That makes a difference in showing our customers how much we care about each brand’s own specific identity and how much care and study there is behind each of the brands we sell. When someone purchases a pair of jeans for a friend we can wrap their present into a special cardboard box carrying our store’s logo. On top, if anyone buys a pair of Guess Jeans -but only this brand- we can also pack them into a special cylindrical Guess gift tin.
Though many other aspects help us letting people feel at ease, look around and relax. They can browse around freely or sit on one of our armchairs. They can also spend some time in our café, a part of the shop that helps us creating a special atmosphere thanks to some hanging posters showing historical ad campaigns from the brands we sell. Everything helps us showing how much we care about our customers and all the brands we host.

The Jeans Boutique
Rua Oscar Freire, 784
São Paulo