Tip Top baixa preços e quer ser conhecida como “precinho Tip”

Objetivo da marca – que tem 65 anos – é se reposicionar no mercado e ter mais atrativos para o cliente na crise econômica.

 

São Paulo – A marca de roupas infantis Tip Top está mudando seu posicionamento no mercado e isso inclui mexer nos preços das peças. Desde o início do ano, o valor cobrado pelas roupas baixou cerca de 20%, de acordo com a empresa. A marca já tem inclusive um novo mote: “Precinho Tip, qualidade Top”.

A mudança é parte da estratégia da empresa, que está no mercado há 65 anos, e desde 2008 é também uma rede de franquias – hoje são 87 lojas tradicionais e 10 megastores. A necessidade de mudar surgiu justamente com a proximidade com o cliente gerada pelas lojas franqueadas, explica Ricardo Marcondes, gerente de expansão da marca.

“É bem complexo mudar numa empresa antiga. A franquia surgiu em 2008, e foi ela que mudou um pouco a postura da marca. Os franqueados nos pressionam para melhorar sempre. Graças a eles hoje temos uma mentalidade muita mais varejista do que industrial, estamos muito mais preocupados com a forma como o cliente vai enxergar nossa coleção”, afirma Marcondes.

Com essa mentalidade, para atrair clientes num período de crise econômica, a empresa buscou reduzir custos em seus processos a ponto de conseguir uma diminuição de preços das peças. “O custo de produção diminuiu. Trocamos fornecedores de matéria-prima, revimos de processos na fábrica e renegociamos com fornecedores no exterior”, explica.

Novo mote

Outra mudança é a aposta da marca em megastores. Até 2008, o forte da Tip Top era oferecer suas peças em lojas multimarcas. Depois, vieram as lojas da marca, com foco especialmente em shoppings centers. Agora, a rede tem investido também lojas maiores, que oferecem de roupas a carrinhos de bebê.

Todas essas mudanças incluem novas peças de propaganda. A rede lançou recentemente vídeos promocionais com o mote “Precinho Tip, qualidade Top”, assinados pela agência Cucumber (veja o vídeo abaixo).

Sobre o cenário econômico para o varejo, Marcondes se diz otimista. “O ano tem melhorado, sentimos que o varejo está se recuperando, e o importante é que a empresa não parou. Uma coisa é estar em uma crise e simplesmente esperar passar. Não pode ser assim, a empresa precisa se mexer, cortar custos. Fizemos esse reposicionamento mostrando que o cliente tem uma opção aqui. Não é fácil, mas está gerando resultados.”

A expectativa da marca é crescer 5% este ano, sendo que em 2016, o faturamento da rede foi de 122 milhões de reais.

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