Yellow-green fashion raises earnings of brands

With just eight games to the end of the World Cup, fashion brands that have established lines or pieces inspired in the tournament are running out of stocks. Articles may end up before the World Cup, particularly if Brazil goes to the end on the day 13. Answered by Value, Farm, Canton, Redley, Blue Man, Mara Mac, Lacoste and Ad Life Style are unanimous in considering that the bet on the theme was successful. And some of them not repent of having invested more on trend.
In practice, who prepared with more advance managed to greater profit. The Farm, which planned the entry of items in the stores a year before the tournament. "We have prepared two collections: the ' First Time ', launched in April; and the ' second half ', released in June. The first is already exhausted, "says brand marketing manager, André Carvalhal. With an average price of $ 190, the minicoleções have clothes and accessories. Without citing the billing, he detailed that 20 thousand pieces related to the theme were distributed at designer stores carioca-54 and 76% of the products have already been sold. But the predominantly negative expectation regarding the possible World and popular protest affected the planning of some companies. "Today I know I could have used better, released more things. We regret not having formed larger stocks, "says Leo Ferreira, Director of the marks and Canton Redley.
The Redley had 15 items inspired in the tournament, with an average price of $ 89. The sale of products in 16 stores, six franchises and more than 200 retail outlets wholesale generated an additional gain of R $ 360 million in June. The canton of already had six plays, with an average price of $ 109 and increased by $ 700,000 profit last month. The brand has 35 franchises and 16 stores. The items are also Cup 300 retail outlets wholesalers.
The World Cup helped even the enhance profit in swimwear in June-month sales decrease historically due to winter. The Blue Man, with 20 stores and more than 400 points of sale in the country. The brand launched in may, World-inspired collection, with pieces from $ 59.00 to $ 235,00. According to Creative Director, Sharon Azulay, 41% of the collection has already been sold. "As Brazil advances in the competition, the result reflects [positively] sales of the collection," he says.
The company has not ruled out the possibility that the tournament-inspired stock runs out to end the game. Even if that doesn't happen, the special items of World Cup already represent 4% of revenues of the Blue Man's winter collection.
The search for World-related clothing also happens in mid-priced brands higher. In the case of Mara Mac, with 10 stores and 90 points of sale in Brazil, and that launched 12 Cup-inspired items, ranging from $ 198.00 to $ 828. The company is one that does not rule out ending inventory until the end of the world. "It was good for business," says Mara Teixeira Mac Dowell, owner of the brand, avoiding mentioning the billing.
She adds that, with the success achieved in June sales, think about making summer collection inspired by the 2016 Olympics. "Now I'm rooting for Brazil go into the final, because otherwise, the rest of the beaching can stock," he says.
The French fashion house Lacoste in turn has sold 85% of the stock of minicoleção developed for the World Cup, with polo shirts, jackets, caps and t-shirts. The products were created jointly by the designer teams in Brazil and in France and were inspired by vintage football uniforms.
The evolution of the tournament will also have profound impact on AD sales Life Style. With 58 franchisees and six stores, the brand is geared primarily for the male audience. The company launched a line of nine polo shirts inspired by the World Cup, each representing a country that has won the world-Brazil, Italy, Germany, Argentina, Uruguay, England, France and Spain. The brand made two pieces dedicated to the Brazilians, with average price around $ 99.
"We sell very well throughout the competition and we have low stocks," says the company's commercial Director, Carlos Filipe Gomes, also without citing numbers.
No wonder he-and also their competitors-twist for Scolari's team beat Colombia today. As the other selections were being eliminated the demand for their respective shirts was decreasing. "We hope the Brazil go to the end to deplete stockpiles, because this is a seasonal product," says the Director. (Collaborated Juliana Mariz, from São Paulo)