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Expansion abroad: image gesture or subtle calculation?
15.10.2014 4023

Expansion abroad: image gesture or subtle calculation?

The youth of Russian shoe companies, as you know, was a glorious feat aimed at the development of the same young, but promising domestic market. For many, this process has not yet been completed, however, some brands have already decided to storm foreign countries. Is it an image move or a pragmatic calculation of profit?

“It makes sense to enter the international market only with a profit in mind: running a fashion store is a very costly undertaking. In our case, the opening of a store in Austria was initiated by a partner who naturally calculated the payback before investing in the project, - said Ekaterina Stepanova, head of PR at Ralf Ringer. - The image component became a consequence: this fact served as a good informational occasion for the media, and it was simply a pleasant event for us, but only taking into account excellent sales. The first months of the store's operation were really very successful: residents of the city of Linz bought footwear made in Russia and left positive feedback - this is great! "

The situation was completely different for the Carlo Pazolini brand. “The active global expansion of Carlo Pazolini was part of a long-term strategy,” commented Denis Vakaryuk, Deputy Brand Manager for Marketing and Advertising at Carlo Pazolini. - The first Brand store opened in Prague back in 1999. The presence of a fashion-brand in the centers of world fashion (Milan, New York, London) certainly affects its image component. Carlo Pazolini boutiques attract customers from 11 countries of the world, which, of course, affects the company's profits. "

When asked how much the company's work abroad differs, Ekaterina Stepanova said that “of course, there are differences in work, so now we are not planning to develop our own retail network in Europe: this will require significant investments only in new competencies. But together with partners who understand the specifics of working in a particular country, we will do it with pleasure. For example, in Linz there are very modest loyalty systems (you need to buy shoes in a store for about a year to get a 3% discount), so the owner of a mono-brand store Ralf Ringer decided to play on this by issuing a 10% discount coupon for the next pair at the first purchase. " ...

“Each market has its own specifics, including seasonal, influencing the formation of the product offer and pricing, for example, related to the amount of customs duty,” shared Denis Vakaryuk, “But most of the brand's assortment is necessarily represented in Carlo Pazolini boutiques around the world” ...

The youth of Russian shoe companies, as you know, was a glorious feat aimed at the development of the same young, but promising domestic market. For many, this process has not yet ...
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