Sonia Kim, Vice President of DAZZ and Rokoko, shared that their fashion enterprise has a rich family history, stretching across generations. Her parents, originally from Korea, moved to Brazil, where they first delved into clothing before eventually making their mark in the fashion industry in the United States. Since the launch of DAZZ and Rokoko in 2000, their family’s profound love for fashion has remained palpable.
The Evolution of the Two Clothing Lines
When asked about her favorite collection, Sonia highlighted the evolution of the two clothing lines. For DAZZ, it began as office wear and transitioned to incorporate vibrant colors, fabrics, and trendy designs. As for Rokoko, it caters particularly to a younger contemporary audience. The journey of these two clothing lines has been remarkable for Sonia.
Regarding their target demographic, Sonia noted that both brands primarily cater to individuals aged between their 20s and 60s. They work closely with companies, offering customized designs and manufacturing services tailored to each client’s needs. This flexibility allows them to serve a diverse clientele while maintaining a focus on the young contemporary market.
With a vertically integrated business model, DAZZ and Rokoko handle everything from design and production to sourcing fabrics and prints. This comprehensive approach ensures quality control and enables them to offer a wide range of products that resonate with their target audience.
The Latin American Market
While being discreet about specific collaborations, she revealed that their clothing brand primarily caters to the Latin American market. They’ve already established a presence in countries like Mexico, Venezuela, Colombia, Barbados, and others. Although their business is flourishing in South America, they aspire to broaden their horizons and venture into new markets. DAZZ and Rokoko have a strong online presence and engage in wholesale platforms to extend their reach further. Their strategy includes attending trade shows like MAGIC, where they’ve been a staple for over five years, to enhance their visibility and appeal to a wider audience.
Sonia emphasized the importance of staying true to their brand identity amidst a competitive fashion landscape. She believes in offering sustainable products that prioritize quality and durability over fleeting trends—a philosophy that resonates with their loyal customer base.
