Baby clothing market grows twice as apparel adult

São Paulo-While clothing retailers networks organized to operate amid the weaker economy, clothes for kids say dribble the crisis to grow 8% in 2015, in a market that moves r $ 50 billion a year, according to the ratings.
Retail consultant and professor of marketing at Universidade Paulista (Unip) Sergio Osorio Lane says the advance sales of children's clothing firm follows in relation to the large number of new couples. "When it comes time to have a child, whether planned or not, the parents make an extra effort to equip the House with accessories and clothing needed for creation."
According to a recent survey by Ibope, a breakthrough in sales of children's fashion can be up to 8% this year, while the adult textile market should close the year with gains at most 4% higher than seen last year, in an optimistic projection. "There is a downward trend in sales of adult textile, as a function of rising credit, apprehension with the economy and insecurity with the job," said Lane.
Accelerated expansion plan example, Hello Baby, network specializing in articles and clothes for pregnant women and children up to 12 years, five more stores opening this year, to end 2015 with 27 own operations. According to the Director of network marketing, Milton Bueno, grow organically, not through franchises, is a formula for sustaining the progress even in the midst of economic downturn. "All of our stores are bare and we intend to keep growing like this," he said.
For the year, the forecast is a growth of between 5% and 6% in revenues, compared to 12% in 2014, number considered good when compared with the adult's clothing industry, which already faces layoffs and closed stores in the light of the crisis. "Taking into account market projections, we expect a moderate advance with decrease of investments in marketing and working over the point of sale and new openings," he says.
Imported
On the shelves of Hello Baby, the mix of imported products is high especially among the accessories and, second, even with the dollar's advance, the company organized itself not to raise prices too much. "Some products have had their prices pressured by this high, but as we had foreseen these drawbacks of the economy there was no need for significant changes in prices," he added.
For entrepreneurs in the business that failed to sustain the advance of the Exchange, the Lane is that there is a replacement of some products to national manufacturing. "The small and medium industry retailer has more difficulty to hold the Exchange variation, then adapt the products and raise the national content emerges as an option to keep the sales pace," he said.
With the economic downturn, the Hello Baby is also experiencing a downward trend in the average customer ticket, however, explains Bueno, the fact of the company have a loyal following, should sustain growth predicted for the year. "Also we noticed consumers are avoiding the purchase and prioritizing the payment at sight", revealed.
Franchises
Among the children's clothing companies that operate with franchises, the Tip Top network also says getting expansion amid the crisis. Last month, the network opened its third operation in Paraná, on the way to open 20 franchises throughout this year.
"The cities of the South have remarkable economic importance, and soon the demand for clothing with quality increases, because the children are in the period of growth and need to dress according to each phase of. The Tip Top wants to dress the child from birth to preteen, around 10 years, "said the Manager of the company's expansion, Ricardo Marcondes.
Last year, the Tip Top reached r $ 116 million, and the forecast for this year is to grow 32 percent supported the expansion of the brand in the country.