Tallinder znika z rynku

Nie tak dawno informowaliśmy Was o pojawieniu się na modowej mapie nowej wyspy – Tallinder ( należący do LPP) kusił luksusowymi materiałami basicowych ubrań (pozycjonując się cenowo tuż obok Massimo Dutti).  Niestety projekt nie osiągnął oczekiwanego progu rentowności. Ponieważ LPP notowane jest na giełdzie, likwidację marki musiał poprzedzić komunikat na ten temat. Sam proces zamknięcia marki został wyceniony na 26 milionów złotych (!!!).

Ubrania marki będziecie mogli kupić do lutego 2017. Ciężko przewidzieć czy w związku z likwidacją marka zaproponuje swoim klientom atrakcyjne rabaty na pożegnanie.

Jakie są przyczyny likwidacji marki? Komunikaty nawiązują lakonicznie do błędnej strategii, która nie zapewniła wymaganej rentowności przy wysokich kosztach stałych obsługi. Koszt produkcji kolekcji znacząco przewyższał koszt kolekcji pozostałych marek. Jaka jest diagnoza Redakcji?

Ciężko zrozumieć genezę zdarzenia nie posiadając całego obrazu sytuacji – a tu kluczowe jest zrozumienie modelu biznesowego marki ze szczególonym uwzględnieniem wyceny prowadzonych działań. Z pewnością przed marką stało ogromne wyzwanie ponieważ rynek dóbr luksusowych jest rynkiem trudnym – zarówno ze względu na wąskie grono potencjalnych klientów jak i strategie zarządzania marką. Tallinder nie mógł sobie pozwolić na rabaty na poziomie 70% po zakończeniu kolekcji, w przeciwieństwie do jego „sióstr” jak Mohito czy Sinsay. Dla konsumentów wybór ubrania z segmentu luksusowego to głównie zaspokojenie potrzeby posiadania albo czegoś unikalnego, wysokiej jakości albo posiadającego rozpoznawalną metkę. Mieliśmy przyjemność odwiedzić sklep w Arkadii w Warszawie – aranżacja sklepu jest niezwykle przyjemna dla oka, miły zapach z pewnością dodaje przyjemności przy robieniu zakupów natomiast ogromny minus stanowiła kwota na metkach ubrań. Sukienki miały ciekawe wzory, kolory, były skrojone z dobrych gatunkowo materiałów, ale podobne fasony i wzory za 30% ceny można zakupić w Zarze lub Mango i to z najnowszych kolekcji, które inspiracje czerpią prosto ze światowych wybiegów.

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