How did Sônia Hess, from Dudalina, triple the revenue of the family business?

An example of a successful entrepreneur, studious, dreamer, empowered and influential, Sônia Hess has inspired and inspires many people.

Applying the knowledge acquired at the business school and going to Spain where she worked for some time, the businesswoman transformed the Dudalina shirt, founded by her parents Duda and Adelina, into a great empire.

Endowed with immense determination and a lot of determination, she made the company expand not only throughout Latin America, but also worldwide.

Certainly Santa Catarina Sônia Hess has a lot to teach us.

Next you will know exactly what made you a successful person, something that you can certainly apply to your business.

What were Sonia Hess’ great insights in Dudalina?

Sônia Hess managed to achieve the desired goals and the long-awaited financial stability and, as a consequence, the expansion of her brand, credibility and solidity in sales to major retailers in the market.

Is it possible to reach this level?

Of course yes!

Find out how in the next topics:

1 — Studying the market is essential

Staying informed about the market is interesting, as you will know what the customers’ needs are and also what ideas you can risk.

That is exactly what Sônia Hess put into practice.

Through the knowledge acquired in another country and with consultancy services provided here in Brazil, Dudalina has been growing more and more.

This growth was the result of the decision to also target the female audience (before, the main target was only the male), to optimize the factory’s machinery, in addition to innovating the clothing looks.

This was certainly what attracted the attention of large stores to close partnerships, increasing the number of sales.

2 — Price and Quality

For Sônia Hess, the relationship between price and quality is essential, as pleasing the customer with extremely valuable merchandise and at a very affordable cost is what will guarantee his return to your business, in addition to receiving positive feedbacks.

But it is worth mentioning that it pays a lot to invest in a first-rate raw material, since the final product becomes unique and original, having peculiar characteristics that will make your company differentiated and renowned throughout the market.

Furthermore, having experienced and trained employees to maintain a standard of service is paramount.

3 — Professional and personal self-development

In order to add experiences both professionally and personally, Sônia Hess, the sixth heir to the sixteen children of Dona Adelina and her Duda, began her journey at a very young age, more precisely at the age of 17.

His first challenge was to travel to Spain to get deeper into the clothing sector.

After interning for 3 years in a shirt factory abroad, she moved to Minas Gerais, where she worked for 7 years.

It was then that in 1984 the businesswoman took the leadership of Dudalina and leveraged, surprisingly, all sectors of the company.

In fact, persistence and the search for knowledge made Sônia get where she is.

And she not only became an example of female empowerment for many people, she was also recognized as the 6th most powerful woman in the world in 2013.

4 — Business explosion

In mid-2015, Dudalina already had approximately 2600 active employees, 6 factories, 96 retail stores throughout Brazil and 2 franchises in Milan and Panama.

At the time, Sônia Hess held the position of president.

His management at the company was so impressive that a commercial group called Restoque merged with Dudalina and preserved the businesswoman as a member of the company’s board.

Incredible story, isn’t it?

We know that the path taken by the protagonist of our text was not an easy one.

Sometimes a seemingly rocky path can result in brand consolidation, business expansion and company recognition worldwide

Take Sonia Hess’s steps as an example and make them your attitudes!