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Diversification
09.07.2014 4369

Diversification

Why did the shoe makers decide to dress up

Expanding the assortment of shoe stores with clothing collections is undoubtedly the retail trend of this summer. Clothes for sports, active life and leisure were produced by the Crosby brand. Collections of casual women's and men's clothing were brought to Russia by Caterpillar and presented at the corner of Debenhams department store. Online store Sapato also announced its decision to expand the range of clothes. Tsentrobuv went even further and launched a store of a new format - TsO Comfort, which assortment includes comfortable clothes and accessories for home rest: from slippers to blankets.

What is the reason for this trend? Are these projects part of the anti-crisis program? “The Crosby capsule apparel collection is part of a global campaign to promote the brand's special footwear line, tailored to the needs of the workout movement,” said Analpa. - This is a new direction, which is not just a sport, but a lifestyle for many people. The Crosby designers have created a shoe that has all the characteristics you need for an active life - durable and lightweight, practical and with good cushioning. "

According to representatives of the Tsentrobuv brand, the store of the new format is still operating in test mode. The decision on its further expansion will be made depending on the results of sales in Moscow.

Evgenia Chukhnova, Marketing Director of Sapato.ru, comments on the portal's new assortment policy: “The addition of a new category - clothes is associated with business diversification and will offer the client all the components of a fashionable look on one site at once”.

According to Daria Yadernaya, Managing Director of the Esper Group, the prospects for this area are difficult to predict. “The revenue per square meter for shoes is higher and the dynamics of development is better. Clothing seems to companies an easier way to achieve sales synergies, balance the portfolio and diversify the assortment matrix, gain more knowledge about consumers in general in order to model their behavior in footwear and gain a larger market share. However, in general, I would not call it a trend, but rather decisions of individual companies. " Separately, the expert noted the differences in transport and logistics procedures and conditions for the transportation and storage of shoes and clothes. This may not seem like a big deal, but on a large business scale it plays an important role.

Expanding the range of shoe stores with clothing collections is, of course, the retail trend of this summer.
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