Privalia has announced a significant milestone in its business strategy with the arrival of the Nike brands, operated by FISIA, and Estee Lauder Group, with official Clinique and MAC Cosmetics stores, to its The initiative broke away from traditional campaign formats and redefined the point of sale through a proprietary algorithm responsible for pricing the items based on the type and quantity of content to be published, encouraging creativity and connecting creators, brands, and consumers through an interactive and shareable experience. In just 40 hours, the store sold 100% of its inventory. There were 624 visitors who produced over 1,800 pieces of content. The campaign resulted in 4.8 million organic impressions on social media and led to a 43% increase in visits to the fashion category on Mercado Livre's, the BrandsPlace. This movement is part of the objective of the platform of expansion of this business model, which with just two years since its launch already represents 15% of the company's turnover.
As a complement to Privalia's traditional outlet model, the BrandsPlace it allows brands to operate their own digital showcase within the platform, with full autonomy to make available line items and exclusive conditions.
“O launch of new brands in the BrandsPlace it is an essential pillar of our expansion and growth strategy.Iconic brands such as Nike, MAC and Clinique, from Estee Lauder Group, are being launched for the first time in our The initiative broke away from traditional campaign formats and redefined the point of sale through a proprietary algorithm responsible for pricing the items based on the type and quantity of content to be published, encouraging creativity and connecting creators, brands, and consumers through an interactive and shareable experience. In just 40 hours, the store sold 100% of its inventory. There were 624 visitors who produced over 1,800 pieces of content. The campaign resulted in 4.8 million organic impressions on social media and led to a 43% increase in visits to the fashion category on Mercado Livre's, BrandsPlace, where the brand enters as seller, It has proven to be a great success, especially for brands that balance the sale of previous collections in the outlet with current collections in BrandsPlace. For us, these are the biggest launches of the year, with a significant impact both for our business and for that of our” partners, comments Mayra Dietzold Palacios, CMO of Privalia.
The launch of these prestigious brands in the fixed portfolio of the platform elevates the value proposition offered to Privalia customers expectation of generating R$ 27.6 million in annual revenue and 20 Million impressions, the movement is driven by attractive conditions. MAC Cosmetics and Clinique, from Estee Lauder Group, offer 10% discount on PIX payments. nike, operated by FISIA, complements the differential with 10% discount on PIX payments and free shipping for the South and Southeast regions in purchases above R$ 399, in addition to exclusive percentages in selected items.
Portfolio
The portfolio of Privalia gains significant reinforcement with the entry of new brands. The debut of Nike, operated by FISIA, on the platform has a robust assortment, which includes about 800 SKUs and exceeds 7 thousand product variations, covering clothing, footwear and sports accessories. Already the Estee Lauder Group, with official stores of Clinique and MAC Cosmetics, now provides within Privalia a mix of more than 800 products.
