Por dentro do Workshop de Forecasting com Nathalie Rozborski, da NellyRodi 
Autor: Instituto Rio Moda | Publicado: 2014-09-03T12:02:00-03:00






Nathalie Rozborski, Consultora
Chefe Internacional do setor de Moda e Beleza na empresa de forecasting NellyRodi,
veio ao Brasil a convite do Instituto Rio Moda para participar do Rio Moda
Discute Internacional 2014, e aproveitou para dar um workshop incrível
compartilhando seus conhecimentos e métodos de posicionamento de marcas dessa
empresa que é líder no mercado. O workshop foi no dia 26/09, na Casa Ipanema. 



&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Em primeiro lugar, para quem não
conhece, a NellyRodi é uma empresa francesa criada em 1985 que hoje atende 1.200
clientes, entre eles Kenzo, Cartier e Longchamp. Além
do lançamento regular de trendbooks, eles também prestam consultoria direta a
diversas empresas, pensando com dois anos de antecedência sobre o
posicionamento que a marca quer alcançar e como chegar lá. 



&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Na
primeira parte do workshop, Nathalie falou sobre o método de trabalho da
NellyRodi, ilustrando com o case atual da Kenzo. Segundo ela, o
reposicionamento da marca era crítico para sua própria sobrevivência, já que seus
clientes eram senhoras. A Kenzo precisava se renovar. Com base numa pesquisa
sobre o mercado atual, e nos próprios valores da empresa, chegou-se a três
palavras que passaram a definir toda a estratégia da “nova” Kenzo: cool, chic e fun. É impossível não concordar que a estratégia foi certeira, já que a Kenzo
passou a ganhar destaque e ser desejada nos quatro cantos do mundo. 



&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Em
seguida, os participantes do workshop foram divididos em 4 grupos, que
colocaram em prática o método NellyRodi analisando 4 marcas brasileiras (uma
por grupo): Osklen, Farm, Marisa e Adriana Degreas. O foco foi pensar no posicionamento
dessas marcas no mercado internacional, daqui a dois anos. Os grupos tiveram
que definir os quatro valores da marca, o tipo de consumidor, e fazer boards de
apresentação. Nathalie ficou impressionada com o trabalho que foi feito em
apenas algumas horas – segunda ela, geralmente demora-se 3 dias fazendo o mesmo
exercício com as empresas. 



&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Para
quem deseja trabalhar com pesquisa de Forecasting, ela dá a dica: “Tenha os
olhos e ouvidos sempre abertos. Gosto de comparar a minha equipe a uma esponja.
Absorvemos tudo, de livros a exposições, a arte, a revistas de moda, a
desfiles, ao hortifruti, tudo está mandando e recebendo sinais. Estudar moda é
essencial. Ter sensibilidade aguçada é bom, mas ter também um conhecimento
sólido do mercado é extremamente importante”. 


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Obrigada, Nathalie,
por compartilhar o seu conhecimento conosco! 



Por Ana Claudia Lopes&nbsp;