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Convivencia entre retail y multimarca en la era ‘post Amazon’: el desafío de la moda infantil

Publicado en Noticias.

Poner en común los retos que afronta el sector. La moda infantil y la puericultura, y el sector en general, se encuentran en un momento de catarsis en la que la gestión de los diferentes canales, online, retail y multimarca, suponen un reto, en especial cuando existen gigantes como Amazon que se comen parte del pastel.

Este fue el eje central de la mesa redonda ¿Cómo pueden diferenciarse y al mismo tiempo convivir las tiendas multimarca y propias y acompañarnos en nuestra transformación digital?, en el marco de la jornada El futuro del sector de los productos para la infancia, organizada por Asepri, la asociación de referencia del sector en España.

Luis Lara, fundador de la consultora Retalent y con más de veinte años de experiencia en el sector, destacó que la sensación que tienen a día de hoy las compañías del sector es de “montaña rusa”. El experto alertó de que en un momento en que el consumo está estancado, las ventas de moda infantil van a la baja y el consumidor no tiene fronteras, todavía existen herramientas para sobrevivir.

La sensación que tiene hoy el sector es de estar en una “montaña rusa”

Diferenciar la marca y el producto, dar valor a las personas, conocer a los clientes, ser value plus, apostar por las personas y la cultura, crear una plataforma digital potente y crear sinergias entre canales son algunas de las maneras que tiene el sector de afrontar esta era. “Aunque no lo podemos parar, hay vida fuera de Amazon”, apuntó Luis Lara.

“La experiencia y la tecnología son factores clave del proceso actual de compra”, señaló Lara. Y en las tiendas multimarca es uno de los puntos clave. Sin embargo, ambos canales “todavía cuentan con numerosas diferencias”, señaló David Aucouturier, director general de Orchestra en España.

Con el cliente siempre en el centro, “la clave está en los valores”, explicó Fernando Sáez, consejero delegado de Tuc Tuc y Canadá House. “Las tiendas multimarca tienen que estar alineadas con lo que transmiten las marcas en sus establecimientos propios”, continuó el directivo. En ese sentido, Íngrid Puig, responsable de las tiendas Bitti, destacó que “el escaparate de las marcas es el retail y tenemos que trabajar de forma conjunta”.

“La clave de la convivencia está en compartir valores”, destacó Fernando Sáez

Eduardo Zamácola, consejero delegado de Neck&Neck y presidente de Acotex, apuntó que aunque la convivencia entre las tiendas monomarca y multimarca es difícil, “siempre puede haber una colaboración cuando se respeten los formatos, precios y promociones”.

En ese sentido, la gran dificultad a la que se enfrentan ambos canales, según Sáez, es “ejecutar los puntos de acción de las estrategias de las empresas y alinear los equipos en base a esos objetivos para que esa pasión llegue a tu partner”.

La lucha por integrar ambos canales con el online es otro de los retos a los que se enfrenta el sector. Para llevar a cabo esta integración, Puig señaló que una de las claves es “aunque no dejemos de estar en Amazon, es imprescindible mantener los precios en todos los canales”. “Online llegas a mucho público, pero los compradores tienen otro tipo de perfil y para captarlo tienes que darle unos beneficios extra y que se quede contigo”, continuó Puig.

En cuanto a lucha de precios entre canales, Ana María Gallegos, responsable de las tiendas Peter&Molly, coincidió en que “el respeto al precio establecido es la única manera que el cliente tiene de valorar el producto”. De acuerdo a esto, la empresaria apuntó que también es necesario que los clientes “tengan en cuenta los márgenes que cada actor de la cadena tiene, porque si no el multimarca no tiene sentido”.

La lucha por integrar ambos canales con el online es otro de los retos a los que se enfrenta el sector

Después de que Álvaro Rodríguez, presidente de Asepri, y Eugenia García, vicepresidenta de la asociación, dieran la bienvenida a los asistentes, la jornada abordó también otros puntos clave como las tendencias y oportunidades de creación de valor de marcas en un entorno económico disruptivo. La ponencia, que estuvo a cargo del catedrático en Economía

Aplicada José María O’Kean, concluyó que en España los consumidores “se han metido de lleno en el entorno digital mientras que las marcas van algunos pasos atrás”.

Tras la pausa de café networking, tomó el relevo Francés Sánchez, director comercial de Bóboli, para explicar cómo abordar el mercado latinoamericano en base a su experiencia. Propuesta de valor diferenciada frente a las marcas locales, aspiracionalidad y la oportunidad de conquistar un mercado son algunas de las fortalezas de las marcas españolas para dar un paso en su internacionalización.

De forma parecida concluyó Ferrán Umbert, consejero delegado de LIL Ones y de la marca Baby Mosters. El directivo señaló como clave la participación en ferias internacionales para que las marcas den pasos fuertes en el extranjero, ya que “abre muchos mercados y es el sitio ideal para mostrar tu producto correctamente”.

La participación en ferias internacionales es clave para que las marcas den pasos fuertes en el extranjero

A Umbert le tomó la palabra Pablo Conde, director de la división de Moda Hábitat e Industrial Culturales de Icex España Exportaciones e Inversiones. En su ponencia, Conde señaló que el márketing de influencers se ha convertido hoy en día en una de las formas más efectivas para las empresas de realizar campañas de publicidad ya que el retorno se triplica por tres.

Antes de la pausa para la comida, Anja Brehm, directora comercial de Veepee en España, abordó en una ponencia titulada Digitalización e ecommerce que los hábitos de los consumidores actuales se han transformado con la llegada de las redes sociales y que los marketplaces se han convertido en uno de los principales canales de compra ya que, entre otros factores, los niños son capaces de conectar antes con las marcas gracias a las tecnologías.

Tras la comida, tuvo lugar la mesa redonda sobre la convivencia entre el multimarca y las tiendas propias. El punto final de la jornada lo puso Sergio Girbé, director de la consultora Zabala, que explicó las claves para llevar a cabo subvenciones fiscales y proyectos de inversión en actividades empresariales. 

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