In an increasingly inclusive society, the opportunities for expansion of the retail market increase. Nichados products and services are a bet both of large groups, such as the Renner for example, how much smaller companies.
The clothing store and accessories, Ashua Renner arm back to the public plus size, is an example of bet in a specific niche. With opened operations in e-commerce, the brand launched the first physical store in September this year.
The company's investment in new establishments was R $1 million – two in São Paulo and one in Porto Alegre (RS). According to the General Manager of e-commerce group, Ronaldo Magalhaes, will be opened new stores only in the year 2019. In addition, the Executive comments that the new points of sale are multichannel, i.e. the consumer can finish shopping both online and in person and choose if you prefer to pick them up in stores or receive them at home. "The mark was born in e-commerce, already has one foot in the digital: it is not necessary to go to the cashier to pay. The sellers have a device that allows sales to be terminated at any time, "adds Magalhães to the Managing Director of GS & Consult Consulting Group – Gouvea de Souza-, Jean Paul Rebetez, there is an opportunity to expand the retail offer hitchhiking in elements which do not have much space. "This movement of Renner, which is a big company, shows that the big players have felt they must also enter in this offer and that there is room for them," analyzes. Just like Renner, smaller companies have seen opportunities to reach specific audiences. The SRB Group Fashions has a clothing store and accessories for Evangelical women – baptised skirt Bella-and retailer Eurico celebrated a week ago, 80 years of selling shoes of sizes larger than those found in common shops. The Director of the Group SRB fashions, Prageeth, comments that the rate of return to the store is quite expressive because of faithful clientele. The company has existed for nearly four years and only in 2018 not designs growth. "This year it's been a year of learning and restructuring, because from the end of 2017, due to internal and external factors, we need to redesign the project if adjusting the difficulty of our economy and to the new consumer profile," he explains. To achieve a faithful clientele Rebetez, is a result of well-structured campaigns with identification of the correct audience to be reached. "The most important thing is to understand who are the people who are selling and learn direct communication and operation to these people, what counts for both niche and retailers who work with a more general audience," says the consultant. It was in this way that Eurico maintained operations during 80 years. At the beginning, the company was selling shoes with common sizes, however, the owners realized they had a lot of customer demand in the region for larger sizes, passing the focus in this profile. "The majority is a faithful clientele that used to come every time. We are not a store and go, we're a target, "the co-founder, Claudia Rosenthal, adding that today rely on another physical drive and with e-commerce, which occupies 30% of the total turnover. Costs of three companies interviewed, only Eurico needs to sell the above-market prices in General (10%). That's because the manufacturing of shoes run the production line of partner factories. Ashua already said keep the price similar to lojas Renner. The skirt Bella underwent a restructuring of values recently, as Saints, with parts from R $59.90 each. Second Rebetez, the biggest benefit to a niche retailer is exclusivity. "The market is pretty simple in this regard: the smaller the supply, the higher the profit margin. The lack of competition is the biggest benefit ", he concludes, adding that maintain quality is essential.
DCI - 08/10/2018
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