Desde hoy, con su debut en el mercado cordobés, la cadena brasileña de moda Renner comienza a pelear un lugar en el negocio de la moda en Argentina.
In Patio Olmos, with a two-level shop that, in total, amounts to 2,500 square meters, today it opens the first of the four with which it arrives in the country.
On Saturday it will be the turn of your 3,800 square meter shop in Paseo del Jockey (also on two levels), and in the following week you will enable your two branches in the City of Buenos Aires.
The total disembarkation involved an investment of more than $12 million (in Cordoba four million was disbursed per store) and the generation of 250 direct jobs (120 here, with indirect total about 1,000).
With his arrival, Renner seeks to become a place in the local market selling clothes for women, men and children, an activity that in the province bills about 70 billion pesos a year, according to sources from the Cordoba tax.
Added to this number is an important volume-not accurately quantified-that moves through informal circuits, from fairs to social networks.
On the formal map, shopping shops are a powerful channel: through them it passes about 10% of the total sale of clothing and, being considered an inescapable window of the business, there base the local and national brands with better positioning.
In Córdoba, shopping is the arena chosen by Renner for his two premises, within the framework of an agreement with YMK, the operator of Patio Olmos and Paseo del Jockey.
For both, Brazilian signage generates expectations: they consider that by scale and variety (Renner sells 20 brands of own clothing, as well as footwear and perfumery), shops will be able to draw public on their own.
A proven case in Cordoba that works that way is that of Falabella, in the Nuevo Centro.
Renner's is a potential power that particularly enthusiasts the Jockey walk, inaugurated in 2017 and still works to achieve positioning. Different is the profile of the Olmos, due to its location in the most densely populated area of the city.
Encantar
Because of its profile, Renner's competition in Argentina is Zara (he seeks to offer lower prices) and Falabella's clothing sector, which will be measured in Cordoba.
"our goal is to 'love' the Argentine consumer. For this we offer quality products at very competitive prices, good experience in shops and excellent service, "said Fabio Faccio, CEO of Renner shops, pointing out the brand's proposal.
"in Córdoba and in the country we see enormous potential. By number of inhabitants, we could have 60 stores in the future, "he added.
However, the expected growth rate will be somewhat slower than the one the chain adopted in Uruguay, where it opened nine stores since its arrival in September 2017.
Faccio insists that Córdoba is an attractive place for several reasons: its size and a different consumer profile from Buenos Aires, which will allow them to gain knowledge of the regional market in Argentina. The chain has about 30 cities with more than 200,000 inhabitants, a scale that admits its landing.
It is true that Renner has a back of magnitude to boost his arrival in the country.
In the first nine months of this year, Renner reported net sales of about $1.25 billion (14.5% more than in 2018), a figure higher than what moves the entire clothing business in Córdoba.
The opening took place with Brazilian directors, provincial authorities and guests, with some influences among them.
Desde Brasil: Qué ofrece
Renner disembarks with two locals in Córdoba.
90,000.
Are the pieces available at the Patio Olmos store. Garments, accessories and shoes of different styles, made by Renner of woman, man and children. Perfume, too.
Prices
. Renner se considera una tienda para la clase media, con buena relación calidad-precio. Ubicada entre una Zara y cadenas de menor posicionamiento y precio más bajo, como C&A en Brasil.
One stop shop
No, no. This is how Renner stores are defined, a place where the customer can solve all his / her clothing needs and those of his / her family in a single stop.
