Own brand is good option also outside the supermarket

Beyond supermarkets, private label products are a good option for other retail segments. Of accessories to footwear, selling mode is attractive-if not for the lower price, the product uniqueness.
Currently, the private label segment accounts for 5% of market share in the volume of retail sales and, because they are cheaper-about 20% below the traditional brands, appear in the taste of the consumer in terms of low price and quality. On the network of natural products green world, for example, the line of private label has gained prominence and, according to the trademark owner, Carlos Wizard, he can come to represent a third of the mix from the store. "Today there are 70 private label items and the goal, by the end of this year, is to get to 100," said he to the DCI.
The issue of health first was raised by the entrepreneur. He said that even some items being more expensive, the consumer chooses to consume them. "It's not always the own brand products are cheaper and consumers don't mind paying a little more, because you know the quality of the products," explained Wizard.
Even with the small percentage of this category, since the network has nearly three thousand items for sale, they are strategic. "It's an investment our together our suppliers. I don't believe that it is possible to have 100% of own-brand due to scale. High demand items Yes, but less demand don't worth the investment, "he said while explaining that there are also articles that comes from other markets is the Goji berry, sales leader today.
New concepts
With strong competition, the semi-joias market and jewelry also has interesting cases who sells fine lines themselves. "We have timeless lines that are important for brands to Morana and Balonè. But our hoists are the collections released monthly, created exclusively for brands, "said marketing manager of companies, Marcia. She explained that its suppliers develop pieces based on the requests of the marks and that are unique to the client on the network.
Ornatus group, both have appeal in their products, but in he comes added Balonè concept of fast fashion. "The consumer will find Balonè different brand products every week," she explained. These measures make the despontem networks among the most sought-after brands for consumers for the purchase of accessories.
Another benefit that retailers are betting on own-brand items for sale is in the fast supply of stores, as explained the Director of the network of franchises It Beach, Federico Escobar. "The production be own we can deliver faster products at franchises. In addition, we have greater breath for the release of products, different from other brands of shoes, "said Escobar. The brand also invests in fast fashion concept and weekly has a new product in stores. "We have our team that develops products in advance and that helps us in this differential", he argued.
Another interesting case is that of Staples, which opens this month your store in Brazil, located in São Paulo. Today the company has about 500 private label products, Staples ®, present in 45% of shopping carts from the current customer base, and its flagship the Office chairs
Supermarkets
Data calculated by the Brazilian Association of own brands and outsourcing (Abmapro) in partnership with leading research companies in the country, show that July 2014 until July this year 61 percent of Brazilian households took home own-brand products. Thus this category came to the home of 31.1 million in one year. In the supermarket sector, for example, these categories have important role to the assortment of networks as explained to DCI President Abmapro, Neide Montesano. "Companies have done their homework and they took the own brands to another level," he said.
In the opinion of the market analysts Nielsen, Davyancowboy and Felipe Santarosa, supermarket networks should give equal importance to his own brand and products of major industry. "The own brand are strategic for the networks and offer good returns," said Rosa.
The greatest challenge to the industry is that the supermarket chains have to develop something that vendors demand time. "It's not easy to find suppliers able to meet the demand. The networks have to develop those producers and on average have more than one in each category so that didn't break, "explained Rose.
Data from Nielsen show that, in the year-to-date, the sector showed no change in participation to 5.1%. In addition, the survey identified that 56% of consumers stated that associate the brand quality products, but some people still think that the item is a category consumed by who has the tight pocket.
Second Santarosa this premise is not true since this category is bought over by consumers of higher purchasing power. "The greatest consumption comes from Sao Paulo and are buyers are of higher purchasing power. This is conditioning experimentation ".