Valisere intensifies competition for underwear with Marisa
DCI
Valisere rolls up its sleeves to face Marisa, one of the largest retail chains of women's fashion in Brazil, that entered the market of lingerie last year. To avoid losing space, Valisere, present in the segment of underwear since 1934 as a supplier, has just opened its first own store at Oscar Freire in São Paulo, and says that its goal is to be present in the main capitals of Brazil in 2011. Moreover, the brand foresees to open three franchises still this year, two of them in São Paulo (Granja Viana Shopping & Shopping Villa Lobos), besides one in Natal (RN) - in a still undefined location. According to the company, the intention is to open another 10 stores between March and April of 2011.
Marisa does not want to be left behind, it already has 10 stores aimed at the underwear segment, and by the end of the year should open four more points. According to data released last September, the chain will close 2010 with 278 units, 206 of which in the concept Marisa Ampliada (Expanded) (which sells for all profiles), 58 in the concept Marisa Feminina (for Ladies) and 14 in the concept Marisa Lingerie. According to Marisa´s general marketing manager, Andrea Beatriz, the lingerie market represents around 25% of company revenues, and next year the intention is to continue to expand. Whoever goes to a Marisa Lingerie point of sale will find a mix of products per lifestyle in youth fashion, casual, sensual and classic categories, besides attributes and socks. So far, the points are located in São Paulo, Minas Gerais and Rio Grande do Sul.
According to Provar´s Professor Claudio Felisoni, the good moment of sales for underwear is due to the promotion of class C. "For women, lingerie is a desire of consumption and is directly linked to the consumption power she currently has in her hands", explained Felisoni. Who agrees is the president of Marisa, Márcio Goldfarb. "The process of buying underwear is different, and we saw in the market the interest and the demand, from customers, for a store with the characteristics of Marisa Lingerie. With that, comes a new concept in underwear in Brazil, with the same positioning of Marisa, focused on the new Brazilian middle class" he says. In numbers, this resulted in net income of R$ 41.6 million (US$ 24.5 million ) in the third quarter of 2010, an increase of 57.9% over the same period last year.
The period of expansion, intensified during the third quarter this year, pushed up the sales expenses of Marisa, which presented growth of 14.3%, from R$ 115 million (US$ 67.7 million) to R$ 131.5 million (US$ 77.4 million) in the nine months of 2010.