Investment in strong colors and comfort
Valor Econômico
The underwear wants to be seen. That in all meanings. Besides the current trend that values the fashion pieces of clothing, the segment of underwear and lingerie lives a moment of increase in consumption and investment in concept stores. Everything to provide more visibility to a sort of fashion that was born to be hidden, but is not satisfied with that.
The sector grew last year and this year the sales are still heated. "2010 was a downturn year. The sector didn't sell so much for both men and women since the beginning of the decade", says Denise Areal, Director of Marketing and Style of Duloren, a lingerie manufacturer. In 2009, when the country's GDP shrank, the sector produced 960 million pieces and earned R$ 5 billion (US$ 2.54 billion). In 2008, they were 835 million pieces and earnings of R$ 4.5 billion (US$ 2.46 billion). There are still no closed projections for this year, but the perspectives are of continued growth.
This year, Duloren invested R$ 6 million (US$ 3.5 million) in new machinery and increased by 10% the production that is of 1.2 million pieces a month. The reasons for that were, on one hand, the increase in the income of the classes with lower purchasing power and some optimism that took over the consumers. "Women have overcome the crisis and they want to be happy with their mates. Men also began seeing underwear as a form of seduction", says Denise. For that reason, Duloren also decided to aggressively enter the segment of men underwear. The first and still timid initiative took place in the end of 2008. "For that, we invested in machinery and we want to heavily enter the segment next year".
The increase in the consumption also led Lupo to invest in a new chain of stores. Lupo Lingerie inaugurates its first unit in December, at Rua Oscar Freire, in the neighborhood of Jardins, in São Paulo. Unlike the traditional Lupo stores, focused on socks, the new boutiques will prioritize men's and women's underwear (80% of the products). The idea is to expand Lupo Lingerie, through franchise stores, and reach 50 units in 2011. In June next year, the company will also open another brand, Lupo Esporte, scheduled to reach ten points of sale.
"The colors of the underwear should follow those of the season", says Mariana Dijkstra, stylist of Valisere. In July, Valisere inaugurated its first concept store, at rua Oscar Freire, in São Paulo. The plans of the company that belongs to the Rosset group are to open 300 stores, between franchises and own stores, within five years.