Alpargatas: Havaianas é um produto durável, mas também de moda; expectativa é que preço suba
A estratégia de preço da Alpargatas para 2023 deve balancear a redução das campanhas promocionais e um preço ainda competitivo ao consumidor final. A companhia, que divulgou ontem seus números do primeiro trimestre, realizou há pouco teleconferência de resultados.A diretoria da Alpargatas ressaltou que a Havaianas "é um produto durável, mas também de moda". Desta forma, a política de preços deve permitir que o consumidor troque regularmente seus pares, de acordo com o lançamento das novas coleções."A elasticidade de demanda é baixa, mas ela existe", afirmou o diretor-presidente Luiz Ziegler. O executivo, até abril membro do conselho de administração, assumiu o cargo interinamente após a renúncia de Roberto Funari.De acordo com a diretoria, porém, não haverá "uma busca insana por volume", com patamares agressivos de campanhas promocionais. A expectativa é de que o preço por par suba, refletindo o mix de receita e o ajuste de promoções.Já a inflação não deve ser um fator para novos...
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