Evolving a 70-Year-Old Brand Without Losing Its Essence with Geraldo Jose

February 4, 2025

 

Summary

In this episode, Geraldo José Z Do Prado, CEO of Casa Prado, discusses the brand’s approach to sustainability, responsible sourcing, and innovation. He shares how the company balances its long-standing commitment to ethical practices with modern technology to stay competitive in the fashion industry.

From building strong supplier relationships to incorporating AI-driven customer experiences, Casa Prado is embracing a thoughtful, forward-looking business model. With a focus on reducing environmental impact, engaging customers, and maintaining social responsibility, the brand continues to grow while staying true to its core values.

Conversation Rundown

[ 1:10 - 5:41 ] Casa Prado’s 70-Year Legacy.
Casa Prado has already been thriving for 70 years. Geraldo grew up surrounded by its operations, learning firsthand from his grandfather and father. When he officially joined in 2005, he took the time to work across different departments, earning the trust of longtime employees and gaining a deep understanding of the business. While leading the commercial, purchasing, and marketing teams, helping drive the company forward, his biggest challenge came in 2020, when he stepped up as CEO during the pandemic, providing steady leadership while staying true to Casa Prado’s core values. Today, he continues to guide the company’s legacy into the future.

[ 16:32 - 18:59 ] How does Casa Prado blend sustainability and tradition?
Casa Prado’s focus on sustainability and long-term relationships helps it stand out in the retail industry, where consumers are increasingly drawn to brands with strong ethical values. By adopting business practices that align with growing expectations for environmentally responsible and socially conscious products, Casa Prado strengthens its brand reputation and fosters customer loyalty. Investing in CRM systems also allows the company to enhance customer engagement and offer more personalized experiences, which is becoming increasingly important in retail. This blend of ethical commitment and smart technology helps Casa Prado stay connected with its customers while promoting a tradition of quality clothing.

[ 21:15 - 23:24 ] How does Casa Prado manage supplier relationships?
As Geraldo mentioned, Casa Prado’s approach to building lasting relationships with suppliers is directly relevant to its retail operations. By partnering with suppliers who have consistently provided high-quality products since 1980, the company ensures reliable inventory that meets customer expectations. The international certifications held by suppliers further enhance the product's reputation, aligning with consumer demand for ethically sourced and high-quality goods. In retail, where customer trust and product quality are paramount, the brand’s commitment to responsible sourcing and long-term supplier relationships provides a competitive edge, ensuring consistent product availability and upholding brand integrity in the marketplace.

Meet the Experts

Geraldo José Prado is the CEO of Casa Prado, a family-owned men’s fashion brand established in 1955 in Brazil. Being a third-generation leader with over 19 years of experience in retail and strategic leadership, Geraldo has modernized Casa Prado through sustainable practices, strong supplier partnerships, and AI. His commitment to quality and ethical sourcing highlights its dedication to social and environmental responsibility.

Retail Tips & Tweetables

Our goal is to keep the brand relevant, competitive, and always connected to the people and the planet.

The future of fashion lies in understanding customer habits and reducing our environmental impact.

Fashion is one of the most polluting industries, and we must actively reduce its impact on the planet.

Innovation must go hand in hand with sustainability to keep brands relevant in the modern market.