Expansion abroad: image gesture or subtle calculation?
15.10.2014 5488

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 ...
5
1
Please rate the article

Materials on the topic

What is the mistake of suppliers of children's shoes in working with wholesale companies

The topic of the work of suppliers and wholesalers has been repeatedly raised on the pages of our magazine by Alexander Borodin, an expert in the sale of children's shoes, the manager of the Mila company. In an interview with SR, Alexander told why difficulties arise, what are the mistakes ...
18.07.2022 5798

How to work with marketplaces to avoid competition between the online assortment and the offline store

Many shoe retailers and manufacturers work with marketplaces today. However, this cooperation has both its pluses and minuses. One of them is the competition of the assortment online and offline, the outflow of real buyers to marketplaces,…
01.02.2022 7528

Brazilian shoe manufacturers invite buyers from Russia and CIS countries to business meetings in online format

From June 21 to July 2 in Russia and neighboring countries, online b2b meetings of the largest Brazilian manufacturers and Russian buyers will be held. The events are sponsored by Brazilian Footwear, a government program that ...
07.06.2021 8868

DEOX strengthens its market position

SR decided to find out what problems Russian shoemakers had to live and work with, and to ask manufacturers about their work in today's realities. This collection of materials will focus on the impact of the coronavirus pandemic on the domestic shoe business, ...
02.02.2021 9180

Lillian Roor, ARA Sales Director in Russia: “ARA Shoes strives to be the most high-tech manufacturer of fashionable footwear.

The German shoe brand ARA has been known and loved in Russia for a long time, since Soviet times. This year the brand will be 72 years old. The company has overcome the difficulties and challenges caused by the current coronavirus pandemic and continues to implement its plans. On the…
17.05.2021 13605
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning