Moda feminina: Por que é um mercado tão promissor?

A Plisvi comercializa peças femininas em atacado e varejo

O mercado de vestuário segue em crescimento, principalmente o feminino. O consumo lidera expressivamente o mercado no Brasil, chegando a movimentar bilhões todos os anos. Acessórios, roupas, óculos, sapatos, entre outros itens, fazem parte deste ‘’combo’’ que agrega muito valor ao mercado.

Segundo a FIESP (Federação das Indústrias do Estado de São Paulo), as manufaturas têxteis conseguem movimentar 164,7 bilhões anualmente. O cenário promissor para o setor é responsável por impulsionar esperança em carreiras em torno do mercado vestuário, como a aposta de milhares de pessoas, sobretudo mulheres, em lojas de venda de roupas femininas.  

Em São José dos Campos, a Paula Aline Fernandes está a frente da Plisvi e por lá comercializa roupas femininas em duas maneiras: varejo e atacado.

A ideia da loja, que hoje é conhecida por oferecer tendências e peças com preços super acessíveis, surgiu no início das vendas online, há mais ou menos 10 anos, quando os blogs de moda também conquistavam seus espaços.

Paula Aline Fernandes

“Meninas reais de classe média e alta compartilhavam suas experiências e looks de designers famosos diariamente em seus blogs, conteúdos que até então eram divulgados apenas em editoriais pagos de revistas. E eu como era uma das influenciadas e sem poder aquisitivo para isso, não encontrava peças descoladas ou de tendências atuais para venda nas fastfashions, e foi então que surgiu a vontade de ter as minhas próprias peças. O inicio das vendas foi em 2014 como sacoleira onde vendia para o público final, mas em poucos meses encontrei uma brecha para me tornar atacadista e aproveitei essa oportunidade, pois era mais ágil e rentável, poderia trabalhar online, da minha casa e com poucos modelos”, lembra Paula.

Quer conhecer mais sobre essa história de empreendedorismo? Confira meu bate papo com a empresária dona da Plisvi:

Vivian Sant’Anna: Como eram as vendas no início da Plisvi?

A captação de clientes era feita toda através da rede social Facebook, mas com a crise as vendas diminuíram e veio a necessidade de encontrar novos  clientes. Com isso, comecei a utilizar o Instagram, onde várias marcas já estavam consolidadas e com certeza é o melhor canal para o segmento de moda. Então a Plisvi que era somente online e para revendedores, começou a atrair clientes finais pelo Instagra. Muitos seguidores de São José e região que pediam para ir até a loja e comprar os produtos com o nosso valor de atacado agora poderiam fazê-lo. Com isso, expandimos e contratamos novos colaboradores para auxiliar na demanda e hoje em dia atendemos tanto clientes finais na loja física, quanto revendedores de forma online.

Vivian Sant’Anna: Como avalia o mercado de atacado de moda feminina para este ano? Há uma expectativa de crescimento nas vendas?

Acredito que as redes sociais aceleraram a forma de consumo das pessoas em todos os sentidos e esse fator contribuiu positivamente nas vendas. As mulheres querem cada vez mais estar mais bonitas e dentro das tendências do momento para compartilhar com seus amigos e familiares através das redes sociais. 

E vestir-se com looks da moda com preço acessível permite que essas mulheres estejam sempre renovando seu guarda-roupa. É isso que a Plisvi tem como objetivo, peças das moda com preços competitivos.

Por mais que já estejamos atuando como atacadista desde 2015, há apenas 11 meses que realmente engrenamos nas vendas e nos profissionalizamos, então a expectativa para crescimento nas vendas é alto, pois queremos atingir clientes de outros estados e principalmente aumentar o número de modelos oferecidos.

Vivian Sant’Anna: A Plisvi é uma loja que vende tanto atacado, quanto varejo. Qual o perfil das clientes do varejo e das marcas de atacado?

Na nossa loja física atendemos mais clientes finais e temos como perfil mulheres de 15 a 35 anos de classe média da nossa região. São mulheres que gostam de estar sempre com  as tendências do momento. Conseguimos encontrar um nicho de mercado pouco explorado que é o de oferecer peças em atacado para clientes de varejo. São clientes que compram para uso próprio em quantidade devido aos valores mais baixo. Já no atacado, atendemos muitos revendedores informais, que utilizam as vendas de roupas para compor a renda familiar, e também pequenas lojas de diversos estados.

Vivian Sant’Anna: Quais as maiores dificuldades do mercado?

A maior dificuldade ainda é conciliar um bom produto com um bom preço. Muitas vezes conseguimos o preço mas não é um modelo atrativo, ou é um modelo muito pedido mas com um valor que está fora de nosso padrão.  A intenção é confeccionar nossas peças em breve. 
Quando conseguimos casar um bom produto com um valor competitivo a venda é instantânea. Já tivemos modelo que esgotou em 3 horas.

Vivian Sant’Anna: O mercado de moda feminina cresce aos olhos vistos e percebemos a quantidade e variedade de vendas principalmente pelas redes sociais. O que as mídias digitais representam para a Plisvi? Qual a média de venda online?

Nós temos a intenção de ser uma marca mais voltada para vendas online, pois acreditamos que esse é o caminho natural que o mercado irá seguir.
Com isso as mídias sociais se tornam 100% necessárias para a divulgação dos nossos produtos. Hoje em dia nossas vendas online são voltadas apenas para revendedores que possuem demanda de compras variadas. Temos clientes que compram 12 peças por mês que é o nosso mínimo, e temos clientes que compram 100 peças no mês.

Vivian Sant’Anna: Qual o papel das influenciadoras digitais para a marca? Ter parceiras que influenciam o público alvo ajuda nas vendas? Nos conte sobre essa experiência? 

O nosso trabalho de marketing sempre foi pensado 100% através das influenciadoras.Primeiro porque eu sempre  fui consumidora assídua desse tipo de informação, desde a época em que as maiores influenciadoras do país ainda usavam a plataforma do blogspot.com e acompanhei de perto o  resultado que ele trazia. Esses trabalhos foram ganhando espaço e chegaram no ponto que as grandes marcas investiam nas “bloguerias”, hoje influenciadoras.

Segundo porque nosso espaço físico é reservado. Quando decidimos abrir as vendas para clientes físicos, nossa estratégia de divulgação foi toda através do Instagram, que hoje em dia é a rede social mais voltada para nosso segmento. Com isso, o trabalho das influenciadoras foi crucial para nosso crescimento. Nos primeiros meses de vendas físicas, todo o nosso faturamento veio através de clientes que nos encontraram através das blogueiras, que possuem uma comunicação direta com seus seguidores.

Acredito que o trabalho do influenciador afunila e direciona o produto até o cliente de uma forma que outras ações ainda não conseguem atingir, pois ele expõe o produto e a marca à futuros clientes, com a visão particular da influenciadora o que acaba despertando o desejo no cliente de compartilhar daquele lifestyle. 

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