Tag Archive for: Posicionamento

“Innovate with purpose to create meaningful technology products and experiences”, WGSN.

New trends of behavior and consumption in the fashion universe.

During the pandemic, new consumer behavior promoted business opportunities for fashion companies, propelled the emergence of consumer trends.

Data and Insight

Technology is becoming increasingly important when it comes to consumer relationships. The advances in technology accelerated during the pandemic and research made by Think with Google revealed some insights: 88% of online shoppers research online before making a purchase; 3 out of 4 consumers in Brazil buy fashion and beauty products on online platforms.

“Technological innovations are powerful allies to attract customers. Digital makeup and augmented reality for fashion, for instance, are recent trends.”

Consumer Technology

“Innovate for the purpose of creating products and significative technological experiences,” WGSN.

Predicting new consumer technology tendencies enables the creation of products that will improve the lives of future consumers, foreseeing new lifestyles and guiding the design of new products.

Setting a price for fashion with science

Applying statistical approaches to pricing methods in fashion can lead to substantial improvements in product sales and margins.

Pricing is one of the most challenging areas for fashion apparel retailers due to the high SKU (Stock Keeping Unit) complexity, limited item comparability, and frequent flow of new collections.

Merchants prefer to rely on the intuitive sense of the price consumers would be willing to pay, competitive benchmarking, and margin contribution. Even though this is the age of big data and online pricing transparency, this reliance on subjective pricing still prevails in the marketplace.

Heuristic Model

“We recommend a model that allows merchants to enhance their business judgment and gut intuition with science”, McKinsey & Company.

The “heuristic” model uses internal and external metrics that incorporate relevant factors. The initiative applies statistical analysis to filter these factors and tailor metrics to each retailer’s business strategy.

Pricing factors: Domestic economics influence the retailer’s product margin target; competitive dynamics can drive the price to a higher level; on the other hand, brand value can push prices down.

The model presents two problematic indicators in apparel pricing: elasticity, relatively common in consumer sectors that rely on stable data points.

“Gauging the appropriate level of elasticity is critical, because this assessment is then used to guide overall price adjustments, to project new unit volume, and to quantify net revenue and profit impact”, McKinsey & Company.

Another innovative indicator: the perceived value of individual product attributes.

“By breaking down all possible attributes and understanding their perceived value, the pricing can be tailored appropriately. Although each of the indicators could be used individually to set a price for a style, we believe retailers should use a combination of relevant indicators, assigning a weight to each one, in order to arrive at a price recommendation. Depending on the retailer’s objectives, that recommendation could maximize product profitability or market share”, McKinsey & Company.

Stronger analytical capabilities and rethinking how to collect and structure the data relevant to each indicator are essential tools for implementing this approach. And understanding the retailer’s business and strategic pricing objectives determine the weight of each process indicator.

“Although this approach relies on the ‘science’ of external analytical tools, it remains rooted in the ‘art’ of merchant expertise and knowledge. Because it is based on strategic decisions for weighting indicators, it is a flexible model that can easily be updated to keep pace with changing business strategies. As long as fashions change with the seasons, there will always be an element of unpredictability in apparel pricing. Retailers have much to gain by harnessing the wealth of knowledge they have at their disposal and applying these innovations to their apparel pricing strategies”, McKinsey & Company.

Learn more about pricing and competitiveness…

What makes your product unique?

Focus on quality and transparency

Associates Flávia Aranha and Movin are certified by Sistema B Brasil, which is the purpose of the brand’s impact and is at the heart of its business model; profits and growth provide a force for good: triple positive impact for your employees communities and the environment.

“A more inclusive, equitable, and regenerative economic system,” Sistema B Brasil.

“We are the first Brazilian fashion company to receive the B company certificate, the B Corp Certification, which recognizes and validates new organizational models that encourage the use of strong businesses to solve social and environmental problems, always in line with the concept of solidarity economy,” Movin.

Selo B companies balance purpose and profit in the following areas: Governance, Workers, Customers, Community and Environment.

“We have been certified by Sistema B since 2016. It is an initiative that is active in more than 50 countries, consolidating transparency in production processes and addressing socio-environmental impacts, equating them with profit in the priorities of a company’s management,” Flávia Aranha.

Learn more about Sistema B…

Raw material and workforce

“More than three in five consumers say that environmental impact is an important factor in purchasing decisions,” McKinsey.

Conscious consumption and a more conscious future express the consumer’s social responsibility. Expanding circular business models, strategies to reduce waste and more efficient use of resources, promote positive environmental impact in the fashion industry. “The less impact on the planet, the more benefits there will be for businesses, people and the environment.” Read more about the importance of supplies in the circular economy…

Associates Vert and Osklen found an adequate reuse for their inputs. The initiative reassesses the work processes and the entire productive chain to evaluate current transformations and consumption demands.

“We do not believe in a romantic view of ecology. Our path is economic recovery. At VERT, this involves social work: rubber tappers and cotton producers receive a differentiated value for preserving forests and rural lands,” Vert.

“Pirarucu is one of the largest freshwater fish on the planet. Native to the Amazon, it is an important part of its ecosystem, in addition to being a source of income for riverside communities that live off non-predatory fishing. Our productive process protects the species, balances the region’s food source and economy, and contributes to the preservation of the Amazon rainforest,” Osklen.

Read more …

Training

The brand from Ceará, Catarina Mina, expresses transparency, awareness and collaboration.

“Transparent fashion, focused on the people who are responsible for the production process; the idea of a different kind of fashion has always enticed us – a fashion that inquires more than answers.”

The associate presents the Olê Reindeiras project in partnership with Catarina Mina and QAIR Brasil, to train and honor its collaborators, the lace artisans of Ceará.

“We believe in a different kind of fashion, fashion that is focused on the people who are responsible for the production process, and focuses its efforts on questioning, reassessing, reflecting and making decisions considering the collective. A fashion that sustains itself in a collaborative future. “

Design and Meaning

Silvia Furmanovich, jewelery and marquetry.

The creative alchimist Silvia Furmanovich portrays cultural richness and diversity creations with crafts, nature, ancient traditions, and unusual material.

“I have always collaborated with artists and artisans to new things. In this technological world, everything is being made by machines and we must all fight to keep traditional handicrafts alive,” Silvia Furmanovich.

The associate’s timeless art and design features unique alchemy, mined objects, traditional, natural and precious materials and techniques.

Sy&Vie, colorful and a with a touch of Brazilian soul.

“For us, each bag is like a sculpture. We cut, sculpt, and model each one by hand. We carefully think about each detail. We idealize each design, each sensation, and we create small works of art that contain powerful stories.​”

The brand’s creative process transcends details and incorporates traditional marquetry, carving and assemblage techniques.

“My goal has always been to bring together my two greatest inspirations: nature and ancient artisanal methods of production,” Sylvie Quartara.

The artist looks for new materials and expresses sustainability in the use of certified wood, certified and sustainable leather, traceability in the production process, and the sustainable 3D printing technique on recyclable PETG for zero material loss.

“Artisanally produced. Artisanally conceived.”

Paola Vilas, innovative aesthetics and sculptures.

Associate Paola Vilas represents modernist references and feminine forms in the creation of wearable sculptures.

“I chose jewelry as a way to express my view on contemporary issues such as feminism, but always from a provocative and sculptural aesthetic perspective,” Paola Vilas.

And last year, Paola Vilas promoted the unfolding of the brand’s conceptual universe and visual language in the new Home line: “sculptural pieces that celebrate the feminine and act as portals to a world where there are no limits between imagination and matter.”

“Bringing furniture to life, subverting the way we perceive our surroundings. Taking us out of the monotony of daily experience, subverting the way we perceive our surroundings and transporting us to a universe where anything is possible.”

Mariah Rovery, vitrification and reuse of metals.

Mariah Rovery, a pioneer in flower and fruit vitrification, promotes the blending of rough stones and jewelry classics in 100% reused gold.

“We are very concerned about the environment, and we are aware of the effects of our presence in nature. To reduce this impact, we took the initiative to exchange metals with the help of our customers and admirers.”

Creativity, Self-Expression, Colors, and Fun.

The brand presents Flex, expressing personality, ideas and essence through malleable, 100% recyclable, handcrafted, national and carbon friendly accessories.

“Objects of authorial expression.”

#posicionamentodevalor #valor #preço #posicionamento #tendências #insight #precificação #competitividade

“Luxury brands are evolving, more than 75% of the top 50 global luxury players are now using eco-friendly materials, while 75% are looking to reduce packaging, use more renewable energy and reduce carbon emissions”, WGSN.

In recent years the environmental, social, and governance (ESG) aspects of business have received increasing attention and companies have been pressured by legal, regulatory, consumer, and employee measures to use their values and culture to drive an ESG agenda.

IMAGEM 1

Read more about Greenwashing and ESG…

“While it is tempting to view these three ideas separately and seek clear definitions, in reality these concepts often work together, with social issues at the center of the agenda. For example, is health and safety a governance concern because a company is required to meet certain obligations? Is it an environmental issue because an unsafe environment is likely to translate directly into a poor health and safety record? Or is it actually a social issue, since companies have an overall role that is to ensure employees, customers, and society at large are not harmed by their operations?” Drapers.

Companies promote their success, but in doing so, they must consider the interests, views, and concerns of all the parties involved – employees, suppliers, customers, shareholders, and the wider community at large.

The fashion world seems to feature prominently in one área of ESG: diversity and inclusion.

“For example, the FT Diversity Leaders survey that evaluated the views of over 100,000 employees regarding their employers´efforts to promote various aspects of diversity, including gender, openness to all forms of sexual orientation, race and ethnicity, disability and age, found that the top two employers of 850 that were surveyed were Hermès and Giorgio Armani. The consumer-oriented companies outperformed professional services and the financial sector´s companies. Also, out of the top 100 employers, seven were fashion brands,” Drapers.

The industry has also excelled in encouraging certain groups to thrive. However, the success of women and the LGBT Community in fashion can disguise a challenging journey for ethnic groups, older workers, those with disabilities, and people from socially disadvantaged backgrounds.

Yes, the fashion world is measuring, controlling, and proposing change but the challenges of employee activism, stakeholder’s voices, complex supply chains, and consumer opinion demand continued vigilance and a constant deepening of self-reflection. Creative thinking about how the industry can continue to move forward will be an essential driving force toward positive social change.

Coletivix and Nordetesse, Brazil develops projects based on SDGs and conscious consumption

Coletivix promotes the philosophy of awareness and social, environmental, and economic responsibility in the curation of brands, through the study of the 17 SDGs and the framework of conscious production and consumption. The flagship of the platform are the brands Laura Cangussu, PIU.BRAND, SÄL, and Tropicalina. Read more…

IMAGEM 2

Nordestesse is a “creative hub that registers, expands, and encourages the production, discussions, and talent of brands and services of entrepreneurs from the northeast region of the country.”

The collaborative platform Nordestesse promotes northeastern traditions and identity by curating products and experiences from the nine states that comprise the region. Brands such as Depredro, Catarina Mina, AM Brazil, and SAU are a part of this curatorship. Read more about the Nordestesse platform…

“Our production network is made up of seamstresses, embroiderers, lacemakers, and crocheters from the hinterlands and coast of the Rio Grande do Norte state, who apply ancestral knowledge and skills from their communities in handmade fashion items, generating social impact in the region and humanizing the processes of the production chain,” Marcus Figueiredo, creative director and CEO of the brand.

GALERIA

The slow fashion brand Depedro represents regionalism and praises the techniques of local communities: crochet, embroidery and traditional laces from the hinterlands.

“We believe in fashion that looks at peoples and their needs, considering that they have an impact on society. We prioritize the humanization of processes in our guidelines and we hope that these Practices reverberate in the world, transforming realities,” Marcus Figueiredo.

The major international movements of the fashion industry

“Changing fashion is not difficult. It is as simple as changing the way that we shop. Keeping clothes that already exist by passing from person to person. Keeping the stories, the culture, the value, the designs, in motion for as long as possible.” – Depop, fashion for a better future.

Depop, a popular website for selling second-hand and original clothing from emerging designers, promotes a global channel of connection in culture, design, and creative communities around the world.

The platform, a wholly owned subsidiary of Etsy – the global marketplace for unique and creative products – presents three main actions of its intensive two-year plan for a new fashion system:

●      Make Depop climate neutral by the end of 2021.“Because we are in a climate emergency and we want to do our part.”

●      Systematic preference for circular or responsibly made fashion for all brand collaborations. “Because we want to make better fashion options the first choice for everyone. And working with brands with similar visions will help us do this faster.”

●      Provide educational resources and mentorship opportunities to help entrepreneurs, creatives or small businesses from underrepresented groups grow their businesses sustainably. “Because it’s time to design a new fashion system. And we want it to reflect as many perspectives as possible.”

“Fashion is a global language – no matter where we are, our clothes always tell a story about who we are – and like language, fashion is constantly changing. It’s time to make this language more than it has been. To let go of what isn’t working and create something with more vibrance, more opportunities, more hope, more care–––something that reflects the way we want to value each other and our home.”

#sustentabilidade #greenwashing #ESG #depop #depedro #nordestesse #coletivx

“While fashion is talking a lot more about sustainability, it’s harder than ever to distinguish between the companies that are actually making a difference and those that are guilty of greenwashing”, Business of Fashion.

ESG – “Environmental, Social, and Governance” – a very popular acronym in current times. It is repeatedly cited in social media, as well as in articles and videos from traditional media. ESG expresses how much and in what way companies present solutions to mitigate its impacts on the environment, build a more responsible world and maintain the best administrative processes possible.

ESG criteria are also used by many investors who prioritize sustainability criteria, that is, investors who are not only looking at financial indicators.

Another topic that is being discussed is the responsibility of brand’s communication, since greenwashing may not only mislead consumers and investors, but also characterize deceptive advertising and fraudulent performance.

Greenwashing greatly impairs decision-making and prevents investments for projects and companies that effectively adopt sustainable measures. Sustainability reports or ESG reports should not be seen merely as marketing or a PR document, but as a true concern for how companies are positioning themselves in the market. This shows how the role of communication is fundamental.

The Competition and Markets Authority (CMA) of the United Kingdom, an important consumer market for Brazilian products, informed The Guardian that it is preparing to disclose the names of large fashion companies in the market, “Consumers are being convinced to pay more for fashion products with big claims of their environmental credentials, but these companies have no evidence to back them up.”

In the same Helena Horton story, the CMA reports that it is investigating allegations from Britain’s fashion industry and will soon have a list of the worst offenders.

UK consumers are estimated to spend £54 billion annually on clothing and footwear, and this is expected to continue to grow for years to come.

“We believe that consumers’ growing demand for green products and their willingness to pay for these products has increased the incentive for companies to be seen as green, whether they are actually green or not,” Cecilia Parker Aranha, the CMA’s director of consumer protection.

https://www.theguardian.com/fashion/2022/mar/11/greenwashing-uk-fashion-firms-to-be-named-and-shamed-by-watchdog

No wonder, ESG policies have accelerated changes in stance and governance, positioning, branding, and public relations strategies. Read more about how sustainability has accelerated changes in PR stances and strategies…

What to Look for in Sustainable Fashion Brands

All over the world, markets are defining how brands should redirect their efforts, in a major global push for the change that the industry needs to bring about.

“We’ve worked with Copenhagen Fashion Week and Creative Denmark to understand what it really means to be a responsible brand in the current climate, and what both designers and consumers can do better to look after the planet we call home”, Stine Goya.

“It’s a challenge to navigate through all information that is available for consumers and to make the right choice. Most brands that are wanting to make a change have a yearly responsibility policy document, and so do we. It’s a document that outlines our specific goals and targets for the year. We also release a yearly Responsibility Report, where the progress of the company is measured on different levels”; “Our aim is to be as transparent to our consumers as possible. We are not a 100 per cent responsible brand – and it is not something we claim or should claim to be. We are frank in our approach to what can be managed by our company given our size and are progressive in our aims for the future. But we are determined to become at least 90 per cent sustainable by 2025 and are on track to do so”, Stine Goya, Harpers Bazaar.

#sustentabilidade #greenwashing #ESG #relaçõespúblicas #RP #PR

Professional training for the international market: pricing and competitiveness

One of the most important aspects to define the competitiveness of a product in the global market is the determination of the export price.

During the pricing process, it is essential to consider the market’s details and tax aspects, as well as production and distribution costs. It is also important to position the product in order to highlight its perceived value.

Value proposition is a basis for this calculation and the establishment of the export price must be preceded by a detailed study of production costs and market conditions. This enables for the development of contracts and builds long-term partnerships.

Perceived Value

How much is the market willing to pay for your product or service? This perception of value by the consumer is one of the points that companies often overlook when pricing for exporting.

Pricing strategy is fundamental and represents the compatibility between the company’s profitability and the market value. The product must always have a margin of positive contribution in accordance with the profit expectations set by the company’s overall budget.

A good pricing strategy for products and services considers and analyzes the aspects that should contribute to the price setting process in depth, such as taxing, financial and market aspects, in addition to considering the consumer’s perception of value.

Value Positioning

●      Understand your value to the customer. In order to find out how much your company should charge the customer, it isn’t enough to calculate the profit margin based on your variable and fixed costs;

●      Find out what makes your product or service unique;

●      Increase the price;

●      Know where to promote your work;

●      Focus on quality.

Improve the ability to argue, negotiate, and compete to increase exportations.

Fernando Santos Eduardo, consulting partner at Aquila International Business, presented the tools to operate in the international market and improve argumentation in the negotiating process during the ‘Pricing for Exports’ course.

“The main difficulty that Brazilian companies currently face in the pricing of their products for exporting is definitely the lack of knowledge on how to format these prices. It isn’t enough to simply use the wholesale price in reais and divide it by the dollar exchange rate of the day. That is not going to be the price for exportation and it is a big mistake that companies make, causing them to lose international competitiveness. Having said that, pricing involves more than just taxing, fiscal and financial factors, but also knowledge of international negotiation techniques, knowledge of the different cultures, perception of international marketing strategies and, mainly, market knowledge.”

Competitiveness

Five pricing tips:

  1. Reorganize the domestic market price by reviewing production costs.
  2. Develop a competitive price and observe international and domestic competition.
  3. Know the exemptions and benefits for exports.
  4. Understand if your price is compatible with the product that is offered.
  5. Have a margin for negotiation with international customers.

“Pricing is very important within the international market where the company needs to have a notion of international negotiation, in order to be able to price correctly. Different markets may require different aspects related to the delivery of the product.

Some countries would rather deliver to their own country. However, there are others that have a logistical convenience, they already negotiate with Brazil, so they may be able to pick up the goods here or even have a local agent on the ground,” Fernando Santos Eduardo.

#Precificação #Exportação #Capacitação #Posicionamento #Negociação #Competitividade

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