Company expands portfolio and highlights the importance of sportstyle in consumers’ daily lives.
A Netshoes, the largest sports and lifestyle virtual commerce in the country, presented the brand’s new positioning at an event for 300 guests, last Tuesday night (18). The company revealed, among other new features, the redesign of the logo and the change of the slogan to “go at your own pace”. The changes mark a new step for the company towards an expanded product portfolio, to serve practitioners of all sports and for those who wish to use sport as a style item.
“The customer already recognizes us as a shopping destination for sports, we are the first brand souvenir in the category and, to our surprise, we are now also among the top fashion souvenirs. This recognition is related to people finding more and more comfort in their daily lives when using sports products, which have become trends and dictate fashion. This is what we call sportstyle and we see it taking over everywhere today. We will appropriate this value and, with this, bring new experiences, content and further strengthen our relationship with these customers. The expansion of our brand is a creative movement of great strategic importance for the evolution of the business”, says Graciela Kumruian, CEO of Netshoes.
This movement positions the company in a new, more current sport proposal: being comfortable with oneself and respecting each other’s rhythm. Therefore, Netshoes remains loyal to its DNA and embraces the stimulating challenges of the new era of sport, respecting the uniqueness of people, evolving and expanding its presence in consumers’ daily lives. This strategy adds new elements to the relationship with the consumer by bringing more content, influence and proprietary events to the sport, making the experience much more complete. In terms of brandingthis concept is reflected in the new logo, which uses modern attributes, which demonstrate the company’s preparation for the future.
The meeting took place at State Innovation Center, in Vila Leopoldina, in São Paulo, and brought together company leaders, journalists and industry partners to celebrate the moment. Led by Karine Alves, presenter and reporter for Rede Globo, the brand’s new concept was presented in the format of a sensorial and creative experience. Lights, colors and sounds marked the debut of the new logo, which also gave clues to the company’s activities this year.
The period will be marked by major sporting events, such as the Euro Cup it’s at America Cupthis month of June, and the Olympics next month. These are some of Netshoes’ big bets to interact with game audiences, sell football team shirts and offer the best products to different types of people and athletes.
“We continue to meet the needs of sports enthusiasts with quality and efficiency. These needs are individual, each client has their own way, their own pace. We want him to find more than just products at Netshoes. Here, it will have a community, a new brand that prepares us for the future”, says Rafael Montalvão, the company’s Marketing Director.
Healthy and sustainable operation
Netshoes closed 2023 with a total profit of R$177.7 million, more than triple the value presented at the end of the previous year, R$56.5 million. In the first quarter of 2024, the company continued to expand its market share and had a profit of R$13.2 million, data that shows the consistency of the company’s strategy and execution. In addition to the evolution in profitability, Netshoes also had an increase in working capital, with a 13-day reduction in inventory turnover compared to the first quarter of 2023. It is worth highlighting the performance of its marketplace, which already represents 44% of the company’s sales. platform, and grows with great attention to the reputation and curation of products and sellers. In virtual commerce with its own stock, Netshoes continues to expand its assortment of already established brands and add new brands to the platform, such as HOKA, CROCSEllesse and Baw.
*Cover photo: Disclosure/Netshoes
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