{"id":42684,"date":"2025-11-25T15:21:31","date_gmt":"2025-11-25T07:21:31","guid":{"rendered":"https:\/\/truekung.com\/?p=42684"},"modified":"2026-06-29T18:24:08","modified_gmt":"2026-06-29T10:24:08","slug":"why-frasers-group-shuttered-matchesfashion","status":"publish","type":"post","link":"https:\/\/truekung.com\/pt\/why-frasers-group-shuttered-matchesfashion\/","title":{"rendered":"Por que o Frasers Group encerrou as atividades da Matchesfashion?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">O fechamento chocou compradores e marcas. Senti o mesmo medo: se aconteceu com eles, poderia acontecer com meus parceiros tamb\u00e9m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>O Grupo Frasers encerrou as atividades da Matchesfashion porque a empresa estava dando preju\u00edzo, n\u00e3o atingindo as metas e necessitando de mais financiamento do que a Frasers considerava vi\u00e1vel. Ap\u00f3s apenas alguns meses de gest\u00e3o, a empresa entrou em processo de recupera\u00e7\u00e3o judicial e iniciou o encerramento das opera\u00e7\u00f5es.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065127-1024x683.webp\" alt=\"Por que o Frasers Group fechou a Matchesfashion?\" class=\"wp-image-42744\" title=\"Por que o Frasers Group fechou a Matchesfashion?\" srcset=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065127-1024x683.webp 1024w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065127-300x200.webp 300w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065127-768x512.webp 768w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065127-18x12.webp 18w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065127-800x533.webp 800w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065127-64x43.webp 64w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065127.webp 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e3o gosto de surpresas nas cadeias de suprimentos. Esse fechamento foi repentino. Come\u00e7ou com planos n\u00e3o realizados, depois <a href=\"\/top-clothing-brands-in-the-world\/\">marca<\/a> Houve resist\u00eancia inicial, seguida de press\u00e3o financeira. Acompanhei os an\u00fancios e conversei com amigos em Londres. A mensagem era simples: o modelo de neg\u00f3cios falhou e o propriet\u00e1rio teve que reduzir as perdas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O modelo de neg\u00f3cio j\u00e1 era fr\u00e1gil antes da venda?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As perdas aumentam a press\u00e3o. Os compradores recuam. Os propriet\u00e1rios perdem a paci\u00eancia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sim. A Matchesfashion vinha lutando para obter lucro h\u00e1 anos. Custos crescentes, promo\u00e7\u00f5es agressivas e demanda mais fraca reduziram as margens de lucro. A venda para a Frasers n\u00e3o resolveu os problemas principais com a rapidez necess\u00e1ria.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065355-1024x683.webp\" alt=\"Margens e promo\u00e7\u00f5es\" class=\"wp-image-42745\" title=\"Margens e promo\u00e7\u00f5es\" srcset=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065355-1024x683.webp 1024w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065355-300x200.webp 300w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065355-768x512.webp 768w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065355-18x12.webp 18w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065355-800x533.webp 800w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065355-64x43.webp 64w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065355.webp 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Analisei como as v\u00e1rias marcas <a href=\"\/luxury-has-lost-the-plot-emerging-luxury-brands-2025\/\">luxo<\/a> Funciona. O modelo depende da venda a pre\u00e7o cheio, de benef\u00edcios VIP e da confian\u00e7a na marca. Quando a demanda diminui, os descontos aumentam. Os descontos condicionam o cliente a esperar. As devolu\u00e7\u00f5es aumentam. Os custos de envio e armazenagem sobem. As marcas tamb\u00e9m priorizam a venda direta ao consumidor, o que reduz o alcance e a prioridade de parceiros como a Matchesfashion. Ap\u00f3s a aquisi\u00e7\u00e3o, alguns benef\u00edcios VIP foram cortados e algumas marcas pausaram os pedidos. Isso prejudica primeiro os clientes de alto valor. E a situa\u00e7\u00e3o fica ainda pior.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">O que reduz as margens de lucro no setor de luxo multimarcas?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Custos fixos: est\u00fadios, conte\u00fado, log\u00edstica.<\/li>\n\n\n\n<li>Custos vari\u00e1veis: frete, devolu\u00e7\u00f5es, taxas alfandeg\u00e1rias.<\/li>\n\n\n\n<li>Termos comerciais: suporte para redu\u00e7\u00e3o de pre\u00e7os da marca, janelas de pagamento.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Mapa de press\u00e3o de margem simples<\/h4>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Motorista<\/th><th>O que mudou?<\/th><th>Efeito no Demonstrativo de Resultados<\/th><th>Notas<\/th><\/tr><\/thead><tbody><tr><td>Demanda<\/td><td>Crescimento mais moderado do setor de luxo<\/td><td>Redu\u00e7\u00e3o da taxa de vendas a pre\u00e7o integral.<\/td><td>\u00c9 preciso mais promo\u00e7\u00e3o.<\/td><\/tr><tr><td>Descontos<\/td><td>Maior frequ\u00eancia<\/td><td>Margem bruta reduzida<\/td><td>Comportamento de &quot;espera pela venda&quot; nos trens<\/td><\/tr><tr><td>Log\u00edstica<\/td><td>Transfronteiri\u00e7as caras<\/td><td>Custo de entrega aumentado<\/td><td>Os retornos afetam o fluxo de caixa.<\/td><\/tr><tr><td>Mix de marcas<\/td><td>As marcas adotam o modelo DTC (direto ao consumidor).<\/td><td>Produto menos exclusivo<\/td><td>Queda no tr\u00e1fego e no AOV<\/td><\/tr><tr><td>Vantagens VIP<\/td><td>Corte de benef\u00edcios<\/td><td>Alta rotatividade de clientes<\/td><td>risco de concentra\u00e7\u00e3o de receita<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">As mudan\u00e7as p\u00f3s-aquisi\u00e7\u00e3o assustaram as marcas e os clientes VIPs?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mudan\u00e7as urgentes podem economizar dinheiro, mas quebram a confian\u00e7a. Aprendi isso da maneira mais dif\u00edcil.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sim. Mudan\u00e7as r\u00e1pidas em benef\u00edcios, termos e compras provavelmente desagradam parceiros importantes e clientes com alto poder aquisitivo. Quando grandes clientes e marcas recuam, a receita cai rapidamente e a recupera\u00e7\u00e3o se torna mais dif\u00edcil.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065624-1024x683.webp\" alt=\"Marcas e rela\u00e7\u00f5es VIP\" class=\"wp-image-42746\" title=\"Marcas e rela\u00e7\u00f5es VIP\" srcset=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065624-1024x683.webp 1024w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065624-300x200.webp 300w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065624-768x512.webp 768w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065624-18x12.webp 18w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065624-800x533.webp 800w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065624-64x43.webp 64w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125065624.webp 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Eu administro um neg\u00f3cio B2B, ent\u00e3o sei que relacionamentos s\u00e3o ativos valiosos. As marcas querem previsibilidade. Clientes VIP esperam servi\u00e7o e acesso diferenciado. Se voc\u00ea cortar o frete gr\u00e1tis, tornar o atendimento ao cliente lento ou pressionar os fornecedores para obter descontos, economizar\u00e1 dinheiro hoje, mas poder\u00e1 perder as vendas de amanh\u00e3. Relat\u00f3rios p\u00f3s-venda mostraram disputas entre as marcas e termos mais r\u00edgidos. Adicione um calend\u00e1rio promocional extenso e o site perde sua aura de luxo. No varejo multimarcas, a imagem \u00e9 moeda corrente. Quando a imagem se deteriora, o valor m\u00e9dio do pedido tamb\u00e9m cai.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Por que os VIPs s\u00e3o t\u00e3o importantes?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Eles s\u00e3o respons\u00e1veis por uma grande parte da receita.<\/li>\n\n\n\n<li>Eles compram pelo pre\u00e7o integral e tamb\u00e9m da nova temporada.<\/li>\n\n\n\n<li>Eles influenciam outras pessoas online.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Tabela de Sensibilidade VIP e da Marca<\/h4>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Parte interessada<\/th><th>Acionar<\/th><th>Ganho de curto prazo<\/th><th>Risco a longo prazo<\/th><\/tr><\/thead><tbody><tr><td>cliente VIP<\/td><td>Cortes de benef\u00edcios \/ servi\u00e7o mais lento<\/td><td>Custos mais baixos<\/td><td>Rotatividade dos maiores gastadores<\/td><\/tr><tr><td>Parceiro de marca<\/td><td>Solicita\u00e7\u00f5es de pagamento\/margem mais rigorosas<\/td><td>Melhor dinheiro hoje<\/td><td>Aloca\u00e7\u00f5es perdidas, menos exclusividades<\/td><\/tr><tr><td>Imprensa especializada<\/td><td>Manchetes negativas<\/td><td>Nenhum<\/td><td>Eros\u00e3o da confian\u00e7a, fuga de talentos<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">A administra\u00e7\u00e3o judicial era inevit\u00e1vel depois que as metas n\u00e3o foram atingidas?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A d\u00edvida se torna mais barulhenta que os planos. Os prazos ficam mais curtos. As op\u00e7\u00f5es diminuem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Quando a empresa come\u00e7ou a n\u00e3o cumprir as metas e os preju\u00edzos aumentaram, a administra\u00e7\u00e3o judicial tornou-se a ferramenta para estancar a queima de caixa e buscar a venda de ativos. Ela suspendeu as obriga\u00e7\u00f5es e permitiu que o propriet\u00e1rio protegesse o grupo como um todo.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125070700-1024x683.webp\" alt=\"Administra\u00e7\u00e3o e encerramento\" class=\"wp-image-42812\" title=\"Administra\u00e7\u00e3o e encerramento\" srcset=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125070700-1024x683.webp 1024w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125070700-300x200.webp 300w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125070700-768x512.webp 768w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125070700-18x12.webp 18w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125070700-800x533.webp 800w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125070700-64x43.webp 64w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125070700.webp 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">J\u00e1 vi essa estrat\u00e9gia em outras varejistas. Se as necessidades de financiamento aumentam mais r\u00e1pido do que o esperado e n\u00e3o h\u00e1 um caminho r\u00e1pido para o lucro, os l\u00edderes optam pela administra\u00e7\u00e3o judicial. Isso permite uma reestrutura\u00e7\u00e3o: encerrar contratos dispendiosos, vender o estoque e preservar a propriedade intelectual da marca, se for \u00fatil. Nesse caso, o propriet\u00e1rio comprou a empresa por um pre\u00e7o modesto. Quando os n\u00fameros pioraram, provavelmente consideraram mais capital um risco com baixa recupera\u00e7\u00e3o. A rapidez da decis\u00e3o pareceu dr\u00e1stica, mas seguiu a l\u00f3gica de um grupo que protege o retorno sobre o capital.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">O que a administra\u00e7\u00e3o altera?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Impede a press\u00e3o imediata dos credores.<\/li>\n\n\n\n<li>Permite a venda de ativos (propriedade intelectual, dados, dom\u00ednios).<\/li>\n\n\n\n<li>Reduz os custos com pessoal e estoque.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Matriz de Decis\u00e3o Administrativa<\/h4>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Op\u00e7\u00e3o<\/th><th>Necessidade de dinheiro<\/th><th>Velocidade<\/th><th>Controlar<\/th><th>Resultado<\/th><\/tr><\/thead><tbody><tr><td>Mantenha o financiamento<\/td><td>Alto<\/td><td>Lento<\/td><td>Alto<\/td><td>Retorno incerto<\/td><\/tr><tr><td>Venda inteira<\/td><td>M\u00e9dio<\/td><td>M\u00e9dio<\/td><td>Baixo<\/td><td>Poucos compradores em dificuldades<\/td><\/tr><tr><td>Administra\u00e7\u00e3o<\/td><td>Mais baixo<\/td><td>R\u00e1pido<\/td><td>M\u00e9dio<\/td><td>Recupera\u00e7\u00e3o do valor do ativo<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">O que compradores como eu podem aprender com o que aconteceu com a Matchesfashion?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Compro de marcas que prezam pelo timing perfeito e pela log\u00edstica impec\u00e1vel. Preciso de li\u00e7\u00f5es, n\u00e3o de fofocas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Aprendi a avaliar parceiros multimarcas com base na sa\u00fade financeira, taxa de devolu\u00e7\u00f5es e relacionamento com as marcas. Tamb\u00e9m planejo canais de distribui\u00e7\u00e3o duplos e asseguro condi\u00e7\u00f5es de estoque para proteger as temporadas e o fluxo de caixa.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125071250-1024x683.webp\" alt=\"Lista de verifica\u00e7\u00e3o de riscos do comprador\" class=\"wp-image-42813\" title=\"Lista de verifica\u00e7\u00e3o de riscos do comprador\" srcset=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125071250-1024x683.webp 1024w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125071250-300x200.webp 300w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125071250-768x512.webp 768w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125071250-18x12.webp 18w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125071250-800x533.webp 800w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125071250-64x43.webp 64w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125071250.webp 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Agora, antes de enviar um produto, fa\u00e7o perguntas diretas. Qual a rapidez das devolu\u00e7\u00f5es? Quantos pedidos s\u00e3o internacionais? Quem paga as taxas alfandeg\u00e1rias das devolu\u00e7\u00f5es? Qual a participa\u00e7\u00e3o deles na receita para clientes VIP? Eles t\u00eam d\u00edvidas com muitas marcas? Tamb\u00e9m verifico se os benef\u00edcios est\u00e3o sendo cortados ou se a produ\u00e7\u00e3o de conte\u00fado est\u00e1 diminuindo. Esses s\u00e3o sinais precoces. Para as minhas marcas, eu diversifico: marketplace e atacado direto, e mantenho marcas de reserva prontas para suprir eventuais lacunas. Quando fa\u00e7o grandes apostas sazonais, alinho os prazos de entrega com planos de marketing concretos, n\u00e3o com a esperan\u00e7a. Dinheiro \u00e9 melhor que esperan\u00e7a.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Minha lista de dilig\u00eancia pr\u00e9via de fornecedores<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Condi\u00e7\u00f5es de pagamento e comportamento real de pagamento.<\/li>\n\n\n\n<li>Taxa de devolu\u00e7\u00f5es e custo da log\u00edstica reversa.<\/li>\n\n\n\n<li>Perfil de idade do estoque e regras de desconto.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Painel de controle pr\u00e1tico do comprador<\/h4>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>M\u00e9trica<\/th><th>Faixa saud\u00e1vel<\/th><th>Sinal de aviso<\/th><th>Minha a\u00e7\u00e3o<\/th><\/tr><\/thead><tbody><tr><td>Dias pag\u00e1veis<\/td><td>&lt; 60 dias<\/td><td>&gt; 90 dias<\/td><td>Reduzir a exposi\u00e7\u00e3o<\/td><\/tr><tr><td>Taxa de retorno<\/td><td>&lt; 25%<\/td><td>&gt; 35%<\/td><td>Informa\u00e7\u00f5es sobre tamanho\/ajuste mais detalhadas<\/td><\/tr><tr><td>Queima de caixa mensal<\/td><td>Est\u00e1vel\/para baixo<\/td><td>Subindo rapidamente<\/td><td>Reduzir os prazos de entrega<\/td><\/tr><tr><td>Participa\u00e7\u00e3o VIP nas vendas<\/td><td>20\u201330%<\/td><td>&gt; 40%<\/td><td>Ampliar a carteira de clientes<\/td><\/tr><tr><td>Detalhes da promo\u00e7\u00e3o<\/td><td>&lt; 30%<\/td><td>&gt; 50%<\/td><td>Proteja as compras da nova temporada<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Ser\u00e1 que isso sinaliza uma mudan\u00e7a mais ampla para o mercado de luxo multimarcas online?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e3o acho que a categoria morra. Acho que ela se transforma.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sim. O modelo est\u00e1 sob press\u00e3o devido ao crescimento do modelo DTC (direto ao consumidor), \u00e0 economia de escala mais rigorosa e \u00e0 satura\u00e7\u00e3o do mercado com descontos. Os sobreviventes oferecer\u00e3o sele\u00e7\u00f5es mais enxutas, log\u00edstica lucrativa e produtos verdadeiramente exclusivos.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125072026-1024x683.webp\" alt=\"Modelo futuro\" class=\"wp-image-42814\" title=\"Modelo futuro\" srcset=\"https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125072026-1024x683.webp 1024w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125072026-300x200.webp 300w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125072026-768x512.webp 768w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125072026-18x12.webp 18w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125072026-800x533.webp 800w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125072026-64x43.webp 64w, https:\/\/truekung.com\/wp-content\/uploads\/2025\/11\/20251125072026.webp 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Prevejo menos grandes empresas multimarcas e mais especialistas em nichos de mercado. Os vencedores do futuro ter\u00e3o um ponto de vista claro e uma taxa de devolu\u00e7\u00e3o menor. Eles far\u00e3o entregas mais r\u00e1pidas, manter\u00e3o estoque mais pr\u00f3ximo dos centros de demanda e simplificar\u00e3o a orienta\u00e7\u00e3o de tamanhos. Criar\u00e3o marcas pr\u00f3prias que realmente vendam a pre\u00e7o integral. Oferecer\u00e3o servi\u00e7os de marca que agreguem valor, n\u00e3o apenas pedidos. Os dados, e n\u00e3o as vendas, determinar\u00e3o as compras. <a href=\"\/trending-clothing-brands\/\">moda<\/a> Esta semana promete ser agitada. As promo\u00e7\u00f5es ser\u00e3o menos frequentes, mas mais inteligentes. Tamb\u00e9m vejo marketplaces migrando para consigna\u00e7\u00e3o e dropshipping, onde o risco \u00e9 compartilhado. Isso n\u00e3o significa o fim das multimarcas. Significa apenas o fim das multimarcas sem criatividade.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">O que faz o novo modelo funcionar?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Custos fixos mais baixos, investimentos de estoque mais inteligentes.<\/li>\n\n\n\n<li>C\u00e1psulas exclusivas com hist\u00f3rias reais.<\/li>\n\n\n\n<li>Benef\u00edcios de fidelidade robustos que se pagam por si mesmos.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Manual do Operador da Pr\u00f3xima Gera\u00e7\u00e3o<\/h4>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Pilar<\/th><th>T\u00e1ticas<\/th><th>KPI<\/th><\/tr><\/thead><tbody><tr><td>Lucro em Primeiro Lugar<\/td><td>Controle as devolu\u00e7\u00f5es, reduza as ofertas gratuitas<\/td><td>margem de pedido positiva<\/td><\/tr><tr><td>Pot\u00eancia do produto<\/td><td>Menos marcas, compras mais profundas.<\/td><td>Repetir tarifa de pre\u00e7o integral<\/td><\/tr><tr><td>Vantagem log\u00edstica<\/td><td>Centros regionais, devolu\u00e7\u00f5es f\u00e1ceis<\/td><td>Prazo de entrega, custo por pedido<\/td><\/tr><tr><td>Verdadeira Lealdade<\/td><td>Cr\u00e9ditos vinculados \u00e0 margem<\/td><td>LTV\/CAC acima de 3x<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A Frasers encerrou as atividades da Matchesfashion porque os n\u00fameros n\u00e3o fechavam. O modelo de neg\u00f3cios entrou em colapso devido aos descontos, aos custos e \u00e0 quebra de confian\u00e7a.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sobre mim <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Meu nome: Lancy Chia<br>Meu e-mail: lancy@truekung.com<br>Link para o meu site: https:\/\/truekung.com<br>Marca: Truekung<br>Pa\u00eds: China<br>Produtos: roupas da moda<br>Modelo de neg\u00f3cio: B2B, somente atacado<br>Situa\u00e7\u00e3o: A f\u00e1brica conta com mais de 200 funcion\u00e1rios. Fornecemos vestu\u00e1rio e servi\u00e7os de OEM\/ODM para diversas marcas e supermercados em todo o mundo. Temos 20 anos de experi\u00eancia na produ\u00e7\u00e3o e exporta\u00e7\u00e3o de vestu\u00e1rio para o com\u00e9rcio exterior. Os principais produtos s\u00e3o: roupas femininas da moda, jaquetas, saias, vestidos, cal\u00e7as jeans, camisetas, moletons, jaquetas de plumas, corta-ventos, casacos, bolsas da moda, roupas esportivas, roupas infantis e roupas \u00edntimas.<br>Principais pa\u00edses de exporta\u00e7\u00e3o: Holanda, Dinamarca, B\u00e9lgica, Noruega, Reino Unido, EUA, Alemanha, Austr\u00e1lia, Tail\u00e2ndia, Turquia, It\u00e1lia, R\u00fassia, Ar\u00e1bia Saudita, etc.<\/p>\n<p>Views: 138<\/p>","protected":false},"excerpt":{"rendered":"<p>The shutdown shocked buyers and brands. I felt the same fear: if it happened to them, it could happen to my partners too. Frasers Group closed Matchesfashion because it was losing money, missing targets, and needed more funding than Frasers saw as viable. After only months of ownership, the company entered administration and began winding [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":42743,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[268],"tags":[],"class_list":["post-42684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Frasers Group Shuttered Matchesfashion: What Really Happened<\/title>\n<meta name=\"description\" content=\"Matchesfashion is closing after ongoing losses and missed targets under Frasers Group. 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