The garment sector is experiencing a period of turbulence , thanks to a sharp drop in sales recorded last year . In 2011 , it grew by 7 % compared to 2010 - when they earned 29 % more than in 2009 , according to the Brazilian Franchising Association ( ABF ) . The organization explains that the oscillation of the figures shows that the competition is increasingly fierce , mainly due to Chinese imports . Moreover , the transfer of increased raw material for the final price of products is not well accepted by consumers, who are searching more and preferring to wait for deals to buy.
In 2011 , the segment of underwear was one of the most outstanding in the industry - which also helps explain the lower sales as a whole, since the average ticket of the brands that operate in this niche is smaller.
The success of the brands of lingerie is also explained by a change in behavior. The underwear was seen as a complement of fashion , unlike what happened a mere decade ago . Today , the brands offer everything from bra straps worked with crystals to lace pieces that can be used with transparent clothes . " The lingerie (plus size lingerie) is a product that messes with women's self-esteem ," says Sylvio Korytowski , director of expansion of Hope , one of the leading brands in the segment.
To compensate for the low average ticket , Hope invests in products with high added value, such as trademark licensed Gisele Bundchen Brazilian Intimates - produced by the network and the units sold in stores and lingerie (cheap lingeries) in general. There are also lines of pajamas, slippers , perfumes and nécessaires . "The solution is to diversify to avoid compromising the profitability , as the flagship brand of lingerie are basic for the day -to-day , whose price is lower if compared with the more elegant models ," said Sylvio .
The strategy is working. In 2011, Hope 35% increase in revenue and doubled the number of units , jumped from 45 to 90. This year , the goal is to open another 50 stores. The focus of the network are the South, where the penetration is considered low , and Southeast , specifically the cities of São Paulo with more than 150 000 inhabitants .
Profile of the franchisee
The network seeks to interested , entrepreneurial and not just an investor, which means that the franchisee will have to closely monitor the management of the business .
The franchisee must be a woman, necessarily, but both the sellers and team management and supervision must be female . " A model that tends to work is to couples as owners of the business . While he handles the financial side , she manages the operation itself ," says Sylvio .
Benefits and challenges for franchisees
Among the main benefits , the executive cites the support of the negotiation for obtaining point and infrastructure . " The proof is that each franchisee has an average of two franchises and a half ," said Sylvio . In addition , the fund 's propaganda shop is managed by the franchisee. "Brazil is very large and thus can return most effective propaganda ," he explains .
The prospects , however, does not mean that the franchisee is free of challenges . According to the network, there are three situations that might be envisaged as well : management team - the body is essential to keep employees motivated so that there is high turnover - ; marketing management from the store - at Hope , it is common to establish partnerships with academies and local newspapers , and good inventory management , to ensure working capital of the unit. " In this regard, we recommend the franchisee weekly shopping ," says Sylvio.
In 2011 , the segment of underwear was one of the most outstanding in the industry - which also helps explain the lower sales as a whole, since the average ticket of the brands that operate in this niche is smaller.
The success of the brands of lingerie is also explained by a change in behavior. The underwear was seen as a complement of fashion , unlike what happened a mere decade ago . Today , the brands offer everything from bra straps worked with crystals to lace pieces that can be used with transparent clothes . " The lingerie (plus size lingerie) is a product that messes with women's self-esteem ," says Sylvio Korytowski , director of expansion of Hope , one of the leading brands in the segment.
To compensate for the low average ticket , Hope invests in products with high added value, such as trademark licensed Gisele Bundchen Brazilian Intimates - produced by the network and the units sold in stores and lingerie (cheap lingeries) in general. There are also lines of pajamas, slippers , perfumes and nécessaires . "The solution is to diversify to avoid compromising the profitability , as the flagship brand of lingerie are basic for the day -to-day , whose price is lower if compared with the more elegant models ," said Sylvio .
The strategy is working. In 2011, Hope 35% increase in revenue and doubled the number of units , jumped from 45 to 90. This year , the goal is to open another 50 stores. The focus of the network are the South, where the penetration is considered low , and Southeast , specifically the cities of São Paulo with more than 150 000 inhabitants .
Profile of the franchisee
The network seeks to interested , entrepreneurial and not just an investor, which means that the franchisee will have to closely monitor the management of the business .
The franchisee must be a woman, necessarily, but both the sellers and team management and supervision must be female . " A model that tends to work is to couples as owners of the business . While he handles the financial side , she manages the operation itself ," says Sylvio .
Benefits and challenges for franchisees
Among the main benefits , the executive cites the support of the negotiation for obtaining point and infrastructure . " The proof is that each franchisee has an average of two franchises and a half ," said Sylvio . In addition , the fund 's propaganda shop is managed by the franchisee. "Brazil is very large and thus can return most effective propaganda ," he explains .
The prospects , however, does not mean that the franchisee is free of challenges . According to the network, there are three situations that might be envisaged as well : management team - the body is essential to keep employees motivated so that there is high turnover - ; marketing management from the store - at Hope , it is common to establish partnerships with academies and local newspapers , and good inventory management , to ensure working capital of the unit. " In this regard, we recommend the franchisee weekly shopping ," says Sylvio.
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