He outlet It is a type of commerce that is highly attractive to the consumer, because it offers well-positioned brand products with strong discounts: prices can become a small part of the initial marketing value of that good.
Clothing and footwear are the areas in which this format has the greatest development in the world, especially in high-consumption economies that require sustained accelerated product rotation and in which large-scale production brands operate.
Thousands of Cordoba converted to runners from outlets from Santiago de Chile, Miami and even Buenos Aires in compulsory purchasing circuits.
However, the format was far from achieving this development in Córdoba, beyond specific cases (Paseo Rivera put together a proposal, for example).
Now, the rematch comes through the sales channel, which, reaching the entire country, grows the most in the midst of the quarantine and in a context of a general drop in consumption: electronic commerce.
In this context, in the digital stores of the main national and Cordoba clothing brands (clothing, footwear and accessories), the number of outletsThat is, environments that offer products from previous seasons and discontinued (not failed), with discounts that average 50 percent, and in some cases can reach 65 or 70 percent. There are also remnants of what remains, with one or very few sizes.
Some brands started offering the format in recent years, but now it has become general: it is very difficult to find a e-commerce of a positioned label or a multibrand store of scale that does not have the proposal.
With the literal name of “e-outlet “ or “outlet “ (most), or with metaphors like “fair”, vintage, last chance (last chance), “file”, attic or comes out (permanent), these extra discount spaces multiply.
And in this context of skinny pockets, to the discounts they add installment payments without interest (up to 12) and partially subsidized shipments (from certain amounts).
Some of the outlets Digital brands are: Silenzio, Batistella, Ayres, Topper, Prüne, Jazmin Chebar, Complot, Cheeky, Portsaid, Akiabara, Desiderata, Rapsodia, Koxis, Newsport, Legacy, Libero, Ricky Sarkany, Black Label, Uma and Paruolo.
The attractiveness of each one (variety of products, and level of discounts and benefits) depends on the profile of the brand (those with the highest prices have more scope for strong discounts) and the power put into the format.
“Many e-commerce They have the strategy of having a permanent section of outlet: there are leftover merchandise that is to be rotated. The consumer, for his part, knows that there will be very good prices for products that are not in season ”, explains Mateo Navarra, Locus partner and director for the interior of the Argentine Chamber of Electronic Commerce (Cace).
“He e-commerce it is a business of volume, not of margin. And physically you have a geographical limit that digitally does not exist, that greatly amplifies arrival, “he adds.
The specialist clarifies that although the price is an attractive factor for the consumer, it does not exceed the expectation of good service: receiving your purchase in a timely manner, and having good after-sales assistance are still key.
The case of the slippers
“Especially sports shoes move with fashion cycles. The retailers or sellers have contracts with large brands, for which they are assigned purchase quotas for new models, which they must acquire. For this reason, and more in this framework of low consumption, they use the outlet to move that stock, become liquid and fulfill contracts ”, explains Guillermo Montenegro, consultant and president of the Mediterranean Chamber of Electronic Commerce (Camece).
Rhapsody is one of the brands that has been developing the format of premium outlet years ago, under the name “Vintage”And even leveraged (even before the Covid-19 phenomenon) in the opening of well-kept physical stores.
In Buenos Aires it has several; In Córdoba, it opened one in Paseo Rivera, and there are also other countries where the brand operates, such as Chile and Uruguay.
In its case, and being a brand that targets a consumer with a high purchasing power, the channel Vintage (clothing from seasons before 50 and even 70 percent cheaper) allows it a double effect: serving a somewhat lower segment of aspirational buyer (C2 and C3) and developing a financial business.
According to the brand, the margin in the outlet It is very low, but it seeks to recover capital.
Since inventories are rapidly devalued by inflation, the format helps it to influence as little as possible and allows liquidity to be used to renew merchandise faster in first-class stores.