Even with the closing of trade for a long period last year, the jewelry market kept growing in the country. Brands such as the Montecarlo, focused on digital sales to supply the closing of physical points. Another strategy of the Brazilian brand has been the launch of licensed products. In partnership with other brands, pieces from series and films such as Friends, Harry Potter, O Magical of Oz e Game of Thrones.
Monte Carlo is now launching the Jolie Space Jam collection, in partnership with Warner Bros Consumer Products and in celebration of the film’s release Space Jam: A New Legacy. Made of 925 silver, the pendants feature characters such as Taz, Daffy Duck, Frajola, Piu Piu, Lolla and Bugs, starting at 250 reais. In conversation with Casual, Renato Balbi, CEO of Monte Carlo, talks about the brand’s business strategies when launching jewelry featuring classic fictional characters.
How does the partnership with franchises bring relevance to the brand?
Jolie by Monte Carlo is a brand that has a young spirit and always seeks to bring releases in tune with what is in evidence in the world. So, for us, it makes a lot of sense to launch franchise-licensed collections that are among the hottest topics right now. the new movie Space Jam is coming out this week, so we’re offering our audience a super cool new feature. We already have a long partnership with Warner Bros. Consumer Products and it’s always very interesting to launch these collections of charms with them, because fans of the series and movies end up knowing the brand and becoming our customers too.
How important is it for the brand to bring franchise items?
Attract new audiences and communicate with people from different niches that make up Jolie’s young, connected audience. We’ve already had licensed collections of Friends, Harry Potter, O Magical of Oz, Game of Thrones and all had great public acceptance.
How much is the growth in sales of licensed products compared to proprietary items?
We estimate that licensed products typically sell 30% more than proprietary products during the launch period. They are always released at strategic times, whether it’s when a new movie is being released or during its 10th anniversary. There is a lot of commotion surrounding these releases.
Which collaborations were most relevant to Monte Carlo in terms of revenue?
Harry Potter and Friends. Both have a huge legion of very loyal fans, so they are collections that are always among the products best-sellers from Jolie, even after the release period.
What are the sales expectations for the new collection?
This time, we expect to also attract the male audience, in addition to the female audience that is already the brand’s usual. The collection’s charms can be used either on the Jolie bracelet, in the most conventional way, or to personalize sneakers, jackets, backpacks. We are very excited to propose new ideas and connect with the franchise’s fans! At the launch of Game of Thrones we had already launched silver scapulars that were successful among men and the idea is to bring another collection designed for them too.
How are sales during the pandemic? Has the market remained active in the jewelry segment?
We were able to quickly adapt to our customers’ choices and therefore managed to remain stable during this challenging time.
Monte Carlo has already started the year 2020 with the objective of becoming an omnichannel brand, in which the customer is at the center and decides how their shopping journey will be. It is very common to see a customer who goes to the store, chooses their wedding gift, then goes home to think more calmly and completes the purchase through the website.
But the pandemic sped up our decision making. We anticipated the launch of the new website, inserted the online discount code for sales consultants, offered the WhatsApp shopping service, in which the customer speaks directly to their preferred store and receives purchases at home on the same day through the sale express or pick up from the mall parking lot, without getting out of the car, through our drive-thru service.
These factors were essential for us to remain present in the daily lives of our clients, even with the physical limitations of social isolation.
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