Authentic Feet risks with niches review

São Paulo-With the premise to unlink the field, tennis and fashion retailer now fitness Authentic Feet Afeet group, decided to invest in the expansion of its niche in economic crisis. Risky maneuver involves changes in the layout of the brand and reform.
"Before we had a product mix made up 90% for sneakers and shoes. We were very similar to the competition and that bothered us. We conduct research and we decided to expand our portfolio to meet the fitness crowd, "says the Afeet Group marketing manager, Flávio Monaco.
With the revision, the brand decided to reduce the provision of 90% shoes for 70% of the mix, adding the gondolas garments to those who practice physical activities daily or mesh.
According to Monaco, to transform the shops in environments that resemble a gym was necessary to invest about 300,000 R$ in each unit. The contributions were negotiated with the franchisees.
Of the 82 units that the network has in the country, 20 are under the new platform. The forecast is for them all to be repainted with the fitness concept by the end of next year.
"We note that this review was necessary even in this troubled economic time because consumers are more aware of the innovations. He didn''t just want to buy the product, whether a quality service and live the experience of that purchase, "he explains.
The change was inspired by the re-branding Artwalk, which also devoted solely to shoes and now is consolidated as an urban style store. In this case, Monaco account that two years after the measure the network reaped annual growth above two digits. "In the first year after the repositioning, the Artwalk has grown 50%. And in the second year, 20% on the first. We hope the same happens with the Authentic Feet in that sense, "he says.
Risky business
While most competitors worry about controlling costs and review banks during the economic crisis, the Afeet Group opted for the opposite direction, which in view of the Economic Advisor to the Federation of trade in goods, services and tourism of the State of São Paulo (FecomercioSP), Fábio Pina, is a measure quite risky.
"It is common to be investments of this type in times when the market is heated, but not during a recession. Eventually, some threads may observe opportunities and risk. However, a thorough evaluation is needed before taking that attitude, in order to avoid falling into the trap by '' despair '' ", indicates Pina.
According to him, the Brazilian trade mostly took conservative attitudes in recent years because of economic instability, like closing stores, cost control, reduced payroll and cutting contributions.