At only 29 years old, Ileana Tapia, creator of safety, She is on the list of the 50 most powerful women in Peru. Her brand was born out of the need to create seamless underwear to prevent damage to the body. In addition, she seeks to break with the stereotypes of perfect bodies, because you have to love yourself as you are. Today it has six stores in the country and is preparing an ambitious strategy to expand into international markets.
The brand is consolidated after almost 8 years in the Peruvian market. In 2024 we must be with one foot outside. We want to define the research model, the market, understand the objective, reach Mexico in one way and Chile in another.
What are the factors that make your brand successful?
To have a good brand you have to have a good product, we are constantly innovating. Help women transform their life, go from a life with a seam to a life without a seam, without harm, without pain, without fear. Customers must live the experience of physical and virtual stores. Being available and making the brand available to people.
By 2024, Sicurezza should be in international markets. Photo: Lenin Thaddeus.
You marked a fundamental issue, that bras did not have to cause damage to the skin, what did the clients say about that message?
Clients are aware of the damage to the skin and everything that is generated by using seams, elastics and wires. People realize the change when they try Sicurezza and they don’t leave it.
You grew up and reached the provinces, how many people work in the company?
Today, the company has more than 50 collaborators.
What do you feel when you qualify as one of the 50 most powerful women in Peru?
And one of the youngest. For me it is an honor and I carry it with great responsibility. I work with a lot of excellence, I feel proud to have been named and that people notice and recognize my work. I will try to help and continue to inspire other women.
It is time to go abroad, what is the most complicated part of that process?
I thought it would be faster. Exports are done by everyone, but my dream is to consolidate a team at home, for the brand to be the leader in seamless underwear in each country. The most difficult thing is to define the business model, you have to plan and then focus.
Currently, Sicurezza has six stores where clients live the experience of personalized attention. Photo: Lenin Thaddeus.
SICUREZZA WITHOUT STEREOTYPES
How would you define Sicurezza?
Sicurezza is my daughter, my tool, my inspiration that has allowed me to have my purpose; feel free, more comfortable, get away from all the things that hurt me, get inspired without depending on other people. Sicurezza made it possible for her to reflect who I am.
The brand seeks to break with the stereotypes of the perfect body, that the woman loves herself as she is. Photo: Sicurezza.
Your brand seeks to break with the stereotypes of perfect bodies, highlight the beauty of women, why did you like it so much?
The message is that women live seamlessly, in their own way, that they feel comfortable in their own bodies, that they learn to love themselves first without fear of what they will say.
Why do you think that some businesses do not have the expected results and have to close?
Businesses close for various reasons, the main one is that the owner does not know how to manage his numbers, his metrics, and by not having control over his budget and planning, they can go bankrupt.
Seamless intimates avoid removing pain and marks from women’s skin. Photo: Lenin Thaddeus.
WHAT ADVICE WOULD YOU GIVE ENTREPRENEURS?
one. Two strategies that you applied when your business was in crisis
The strongest crisis was the pandemic. We opened the first store in Salaverry, we invested and everything was closed. I had to reduce payroll, expenses, we had to shrink, get organized, strengthen ourselves to flourish again. The company grew almost 10 times.
2. Two mistakes that served as a lesson
Personal: I work with people who have the same energy as me, with passion, orientation towards long-term results. A mistake is to hire people who do not go with those values, it slows you down and wears you out.
We were left with a lot of stock because we had not planned the demand estimate.
3. How has digital marketing worked for you, which one worked best for you?
Social media, especially Instagram, has been the most powerful.