Increase revenue with franchises, shoe stores and accessories

Sao Paulo-the design and the quality of Brazilian shoes are recognized, but giants like Grendene, Alpartagas and Arezzo also seek to raise the earnings with franchises, and accessories stores.
Anything goes to magnify the recipe in situation of economic crisis, say experts heard by the DCI. But the Director of the Institute of studies and Industrial Marketing (Iemi), Marcelo Prado, points out that innovation is still guarantee business. "It''s a strategy for times of crisis that can be successful if the brand can offer innovation and complete solutions for the consumer".
Alpargatas, owner of next betting Hawaiian in opening stores and franchises. In the first half of this year, the brand had 532 franchises, compared with 504 1 year earlier. Already the stores jumped from 32 to 37 in the period. The brazilian manufacturer also invested in offering key chains, glasses and covers for mobile phones brand of slippers.
Between January and June this year, Alpargatas has obtained R$ recipe 1.13 billion, up 13% compared to the same interval last year.
According to the President of the company, Márcio Utsch, the result in the first step this year was better than expected, which raised expectations for 2017. "The good performance of the period due to the reinforcement of niches, more robust inventory and correction of deficiencies in distribution", explained the Executive in Conference call with analysts.
To the Coordinator of graduate studies in strategic management from Ibmec, Luiz Barbieri, get the diversification of products and sales points is very positive. "It''s a strategy to follow to grow in a market that, like everyone else, has been affected by the retraction. But in the case of trademarks, icons such as Havaianas, be sure that the brand identity is not lost and the flagship don''t go missing.
Bags and key chains also entered with force in fragrant channels and multi-brand stores of Melissa, produced by Grendene. The company had net revenues of R$ 883,000,000 in the first half, driven by high of 5.7% in volume sold between April and June. Not to mention the price readjustment 2.3% also in the second quarter
Prado vision, this is a classic path: add value, reset margins, leaving the price fight and stimulate consumption. "With reduced purchasing power, consumers who thought in buying two pairs of shoe buys just one, but a new and curious. Thus, it creates an opportunity for greater spending. Sometimes the fittings ensure a margin as good as their own shoes, "strengthens.
The Rider was not only in combined sales of products. Melissa had 216 stores in June, 30 more units over the same month last year.
Multibrand
The expansion of the sales channel is also bet of Arezzo. Last week, the company''s Chairman, Alexander Birman, said it is working to broaden customers (retailers) and improve sales in these multi-brand units, "amid the challenging environment in the channel".
"There was drop in the confidence of retailers and, consequently, reduced orders," he said in a teleconference to detail the results.
The Executive commented, however, that, while advancing the assaults on multi-brand channels, the Arezzo continues opening stores. "they are a great Avenue of growth for our business," he pondered.
In the vision of Barbieri, this is a situation that must be evaluated since stores have advantage by offering a greater variety of products, and may shake resellers. "The risk of this diversification is the sustainability of the business, so that a no rivals to each other," added the professor.