Celebrating 10 Years at BM&FBOVESPA
Intellectual capital
Advantages and intangible assets
Over the years, Renner stood out for its competitive advantages
and intangible assets that were its intellectual capital and have
been crucial to business continuity and to achieve good results.
Therefore, the Company always seeks to identify and value these
characteristics, remaining aware of the changes and scenarios to
identify and capture new opportunities.
BLUESTEEL
Renner
COMPETITIVE ADVANTAGES
FOCUS ON WOMEN
"To stand by the modern woman, offering diverse fashion styles, with quality,
competitive prices and excellence in service. Enchanting and innovating".
The Company's business - Renner, Camicado, Youcom, Financial Products
and the E-commerce - complement each other, offering its target audience
specialized products and services that meet their demands and needs in
different aspects of their lives.
This target public, which represents 83% of clothing purchasing decisions
and 80% of Lojas Renner's customers, had its purchasing power increased
by 82% in the last decade. Therefore, the Company's complicity with
women allows it to understand their expectations, desires and needs,
and to have a successful products and services strategy, essential to the
continuous improvement of results.
RENNER'S LIFESTYLE CONCEPT
In line with the slogan "You have your style, Renner has them all", there are 5 different styles
- Fashion, Neo-traditional, Casual, Contemporary and Young - in 6 brands. The lifestyles
are not related to social class or age, but with lifestyles, attitudes, personal interests,
values, personalities and customers' habits.
FOR CUSTOMERS:
• Easy selection of pieces
• Purchasing time saving
• Products for the entire family
⚫Offer of footwear and accessories to
complement each style
FOR THE COMPANY:
•Increased cross-selling opportunities
⚫Higher inventory turnover, with no accumulation of merchandise
⚫ Less need for price markdowns
• Opportunities for margin increases
ENCHANTMENT
Inside every Renner store, there is a counter called
"Enchantmeter", where customers are asked to evaluate
their shopping experience, so that the Company is able
to monitor the customer enchantment level.
Through a solid enchanting culture that permeates the
entire business, the Company can best understand the
direct opinions of customers and, therefore, promote a
continuous improvement process. Find out more about
customer enchanting results on page 72.
Just be
cortelle
m
MARFINNO REQUEST
BLUESTEEL
PRESTON FIELD
FASHION
young • sexy
fashionable sociable
NEO-TRADITIONAL
sophisticated modern
cosmopolitan traditional
CASUAL
casual practical
informal laid-back
CONTEMPORARY
tuned in modern
contemporary urban
YOUNG
hip⚫ young
attitude connected
NEO-TRADITIONAL
tailoring tradition
classic smart
INTANGIBLE ASSETS
capital
H
BRAND VALUE
The Renner brand translates the Company's enchantment
and complicity with the modern woman, connected to
a diversity of styles, desires and fashion trends. In 2015,
Renner was recognized as the 13th most valuable brand
in Brazil, according to Interbrand's award. The Company
leads the ranking of companies in the retail fashion
industry to appear in this list.
Capturing Fashion Trends and Designing Collections
REPUTATION
The Company's reputation is built on the way the business
operation generates value. Therefore, its performance
is consistently aligned with its values, foundations that
ensure that Lojas Renner's presence brings benefits to all
its stakeholders: good results to shareholders, excellence to
customers, development of suppliers, women's empowerment
and promotion of well being to society.
INTELLECTUAL PROPERTY
Lojas Renner's ability to offer products with excellence in
quality and service is directly linked to the experience and
expertise of its employees. Therefore, the Company invests
in training, attracting and retaining talent, and creating a
favorable environment for career development. Learn more
on page 55, in Employees Training.
TECHNOLOGY AND INOVATION
The Company must always be connected to the best
technologies and systems, seeking to innovate on solid
technological bases and, therefore, ensure data reliability
and business operations: commercial, financial, logistics,
communication and inventory control.
IT Management with indicators monitoring panels
INFORMATION SECURITY
Lojas Renner is concerned with the security of the information
it holds within the business, especially customer data. In this
sense, it adopts the best market practices and has a formal
Information Security Policy and an Information Security
Corporate Committee. In addition, Renner and Camicado,
since 2012 and 2014, respectively, hold a PCI DSS (Payment
Card Industry Data Security Standard) certification, standard
for the Visa and Mastercard brands, for credit and debit card
customer data protection.
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