Recently you began in bags, have you thought about a third component to "Alice in the mood"?
RN: I've thought about it, just try not to take too many risks and try doing things slowly. I liked to include shoes, which is a huge risk, because something is a sweater to be more or less looser, other things is to send shoes, choose the appropriate number and if does not fit, goes back and are currently oriented companies that sale footwear that works beautifully. I think each monkey on its branch.
When you created your small business your first choice was always to be online? Why?
NB: Always, for several reasons. The first, because Alice is an occupation, I have a profession, otherwise it would be tricky, because obviously would have to hire employees. Then the fact that online works beautifully, although there are always complications that is avoided by the physical, we are here to address them. Then there is the physical issue itself, the fact of not having a store in terms of profit is a big advantage. Not having to pay a rent, electricity and water makes of much a difference.
Can you draw a profile of women who buy clothes from "Alice in the mood"?
RN: I can draw two profiles. As Alice was growing Alice I was able to make a profile of women who go shopping for clothes and what they like. It is a woman between 30 and 40 who likes fun pieces to dress on one or two special events and then many of them have daughters, cousins and stepdaughters. They are also young women who are on facebook and they often asked their mothers to buy and mothers also end up buying for them. There is always a line for younger and more relaxed women, the leggings, the jeans and I also have other classic clothes combinations, easy ones, because the idea is always that. There is not only one profile.
Do you have a close that has been the most emblematic of the collections?
RN: I have definitely. A sweater that no longer exists was huge and round, and had a huge skull on the front. It was a piece that really showed of why it was used by one of those bloggers that move many people and so when she put a post with her wearing the sweater, I must have had about 500 orders and then because I want Alice to be exclusive, there is a maximum number of clothes. Never more than 50.
This results in a personal choice, have decided that is it?
RN: Exactly. For two reasons, I feed the concept of exclusivity and obviously I have clients in Portugal and whole Europe and I know I will not find 4 customers with the same sweater in Lisbon, but the idea is always the minimum purchase. Then as people know that there are a finite number of pieces, there is a much faster reaction. I put the collection two days ago and already almost solded out. You just don't pass by thinking first and buying later, was my choice in the matter.
In addition to the Portuguese what other customers include in the world of Alice?
RN: Practically all Europe. I have customers from other countries; I choose not to send out of Europe, although the U.S. has relatively low rates. For Brazil it is very difficult, I have two clients, but is complicated because the pieces are stuck in customs for a long time and then they complain that did not receive them, but I send them, except that the order arrives a month later and also Angola did not went very well, so I avoid sending out of the European space.
Why "Alice in the mood"?
RN: In practice it is the combination of Alice in Wonderland with the Alice of our different moods. Today I feel like being quiet, but tomorrow I can feel more sensual. We all have our daily mood and even multiple genres on the same day. It's a combination of who we are as women and wonderland.
