No matter the industry, businesses everywhere are fighting tough battles against stiff competition. So what does it take for a brand to stand out? And is it possible for one to build such a brand while upholding their values? Recently, we spoke with Viviana Millán, of Fajas Tributo, a brand that empowers people and helps them “realize how amazingly beautiful they are.”
Tributo is the first ever Fajas company that makes customized shapewear for customers.
Speaking on her journey of building a brand rooted in respect, authenticity, and sustainability, the passionate entrepreneur shared actionable insights to help other businesses achieve the same level of success.
Know What You Stand For
Tributo’s “primary target audience is people who get plastic surgery because they want to look better. Some of them suffer from low self-esteem… With our brand, we want to pay tribute to their bodies.” From its inception to date, the brand’s ideology and principles have remained the same.
Millán was determined to help people feel beautiful in their skin, and when she couldn’t find the right fajas, the businesswoman inside of her got cracking.
While it is easy to lose sight of who you are and what your brand stands for, challenges like these define your character. Organizations with a strong spine brave through these storms; they’re the ones you hear about on TV and read about on the Internet.
“The shapewear industry has always focused on garments that you hide. I took the risk of making garments in beautiful colors and models that people actually wanted to show,” says Viviana Millán.
Take Care of Your Community
It is only when you give respect can you expect something in return. The same goes for building a solid community in business. From employees to customers, no one owes you anything – be it loyalty or trust. These are the kind of rewards that are earned. Customers look for good quality products, and employees expect security, encouragement, and support more than anything else.
Tributo has observed that keeping their employees has allowed them to maximize output and, subsequently, the company profits as well. “The Tributo factory is actually not a factory; it is a beautiful house where people work in a safe, calm, and happy environment,” says Viviana Millán.
Today, Tributo has managed to expand operations and sell to customers from 15 different countries, all with the help of solid management and a team of 60 contended employees.
Sustainable Ecosystem
Sustainability means creating something that fulfills your needs but doesn’t harm the environment. While it is relatively unheard of in the shapewear industry, Viviana Millán’s brand Tributo is always thinking two steps forward. Through carefully strategized moves, her brand has created a sustainable ecosystem. To that end, Tributo uses user center design, a design process that is based on a user testing and trial feedback with continuous improvement based on the user’s experience. This approach ensures that Tributo’s products are not only environmentally friendly, but also meet the needs and preferences of their customers.
Additionally, Tributo aligns with the slow fashion trend by focusing on on-demand production. Instead of producing large stocks and potentially creating waste from unsold inventory, Tributo produces what the client orders. This not only helps to reduce waste, but also allows for a more personalized and tailored experience for the customer. Overall, Tributo’s commitment to sustainability and user-centered design sets them apart in the shapewear industry as a brand that truly respects the planet and its customers.
Tributo established its humble roots in Colombia in 2009 but has since enjoyed a lot of love from all over the globe. The idea of customizable fajas (girdles) received widespread traction, allowing it to scale rapidly, with operations running day and night in the Colombian HQ and in the US.
