It seems that the expected crisis has nevertheless begun, and now we will have to forget at least six months about the increase in profits and the development of the company. To survive! Vladimir Fokin, a lawyer with 15 years of experience and founder of the law firm Fokin and Partners, gives entrepreneurs some advice on maintaining their business position and ensuring financial security.
Vladimir Fokin, Founder and Managing Partner, Law Firm Fokin & Partners. A lawyer with over 15 years of experience. PhD in Law. Expert in tax planning, legal security of business and other legal aspects of entrepreneurship.
Fokin & Partners Law Firm exists in Russia since 2003 and provides services in the field of corporate, tax law, real estate transactions and intellectual property.
www.fokinlaw.ru
Tip one: audit your commitments for weaknesses. Any crisis is a test of partnerships, agreements and work schemes, and trade and procurement activities are at the greatest risk in this regard. The main problem during the economic downturn is the crisis of payments: the owner is increasingly tempted not to pay any of the partners, from the tenant to the suppliers. The temptation is great, but the consequences will be disastrous, so if an entrepreneur has a risk of not fulfilling his obligations, he must choose the most reasonable tactics of behavior - negotiations. It is much easier to negotiate with suppliers, tenants and sellers before the money runs out, than then pay fines, interest on arrears or even be ruined. So it’s best to give up pride and an imaginary sense of independence and resolve payment problems before they arrive.
Tip two: check existing and new contracts. This step is very important, because the balance of your business depends on the "strength" of the contract and its reasonableness. There is a whole “due diligence” procedure, during which the wording, structure, quantity, types and method of concluding all company contracts are checked. The essence of this check is to identify the pain points and weaknesses of the agreements that the counterparty can take advantage of. During a crisis, it becomes especially noticeable that if there is a legal opportunity to not fulfill one’s obligations, only the most respectable or short-term partner will not use it. But there are not many of these, so litigation is growing like mushrooms after rain. In order not to be among the companies exhausted by the court and bloodless, it is better to check your contracts and correct them in advance. This, by the way, at the same time will help to identify the unfriendly intentions of individual partners. For example, if after checking the contract you suggest that your counterparty introduce penalties for late payment, and he refuses, it is obvious that he was counting on late payment. Arrange, seek compromises and find ways to protect yourself from such risks.
As for the contracts not yet concluded, they also need to be concluded taking into account the increase in guarantees. If you work on a post-pay basis, and a bank guarantee is too expensive for you, try to protect yourself with the personal guarantee of the business owner to whom you ship the goods. One of my clients did this, and it really helped to remove the risk of non-payment: even as the director of the LLC, the counterparty risked all his personal property, so there was simply no question of non-payment of the debt. If partners refuse to give such guarantees, let them pay in advance. Being a debtor in a crisis is not so scary - it is unlikely that they will reach you at all. But the lender has a hard time, so it’s better not to be at all, but to pay the client according to the scheme “in the morning - money, in the evening - chairs”.
Tip three: pay attention to your loans. In a crisis, it is advisable to get rid of bad or dangerous loans. They are understood as those loans that are issued to you for a large amount that is not possible to pay at one time, as well as those for which collateral has been issued, for example, production property. Remember that a delay in a loan can provoke a claim for the entire loan, and this is a direct path to bankruptcy. Therefore, if you have not accumulated deposits for the difficult economic situation, at least keep loans under control and plan their repayment without interruption.
Fourth tip: review staff relationships. The goal of this step is to create a kind of legal autopilot, which will allow you to get rid of inefficient personnel, and make the remaining employees dependent on actual profit. It doesn’t sound affectionate, but crisis is crisis. The business owner should review employment contracts, job descriptions, and pay conditions. The difficult economic situation is the time to form the majority of earnings from a percentage of actual profit and begin to set specific sales plans for staff. Sales plans can be approved every month, and in the employment contract, specify the clause that the bonus percentage is set on the first day of each month. These are harsh conditions, but they will help to identify strong and weak employees, and get rid of the latter is completely legal. By the way, due to the threat of staff turnover, do not be too lazy to protect your client bases and provide liability for their theft. Do not rely on the labor code: it poorly regulates the process of parting with employees. Register everything in the employment contract, and draw up each agreement with the staff on paper in accordance with all the rules.
Tip five: calculate the risks in dealing with co-owners of a business. Do your partnerships include cases of negative scenario development? Most likely, no, since usually oral or written agreements with co-owners describe only the sharing of profits, and nobody remembers about covering operating losses in well-fed years. A hungry year is the best time to remember the risks and amiably share them between yourself and your business partner. If this is not done, the business is practically doomed to bankruptcy, since the reluctance of one of the participants to share responsibility for the losses of the common cause most often leads to conflict and the collapse of the entire enterprise.
Tip six: review the relationship between the owner and manager. As in the case with lower-level personnel, relations with top managers need to identify principles of work efficiency and their legal design. In other words, you should review the business plan and tie manager performance indicators to it. This is necessary so that in the event of a company’s degradation, you could reasonably fire a top manager, relying not on subjective feelings, but on objective indicators. At the same time, make proposals to the business plan to reduce costs, increase profits, and revise your expansion plans. Crisis is a time to keep everything accumulated.
If you are a hired CEO, then you need to know how to protect yourself from corporate, tax, and even criminal risks that are silently following you. Vladimir Fokin spoke about how a top manager can protect himself in the article “Fundamentals of Occupational Safety of the General Director” published in Shoes Report No. 113.
Tip seven: get ready for checks. And there will be even more than before. The treasury is exhausted by large-scale events, and the general economic situation leaves much to be desired. It's time to replenish the budget at the expense of taxpayers! Get ready for yourself and prepare your employees for the fact that the inspector will surely find a reason to charge additional taxes and penalties to your company, so all you can do is minimize the number of these reasons. Do not store unnecessary documents in the office, protect computers and learn to maintain the most rigid legal position during the inspection. Check your business for weaknesses. Many entrepreneurs conduct business as they used to, and they only turn to lawyers “when the roasted cock pecked”. Studying such cases, I very often see ridiculously childish and offensive mistakes, although there are incidents that are familiar only to lawyers. For example, recently, inspectors began to punish those who overpay VAT for what they are not taxed: we are talking about paying for import and export services, which, by law, can be exempted from VAT, but in fact no one uses it, since I don’t want extra trouble. Now the inspectors have come up with a fine to companies that still pay VAT in such cases, although this is completely contrary to the law and common sense. All possible oversights can be prevented completely lawfully and painlessly at the stage prepared by lawyers for the audit, but after they are identified during a real tax investigation, in 90% of cases it is no longer possible to correct these errors, and the company incurs losses and risks even becoming criminally liable. By the way, laxities in the process of instituting criminal cases were recently canceled: if earlier they were started only after an audit and additional taxes, then now things are started immediately during the audit, which makes it impossible for a business to take the last breath before paying enormous fines. This was done to please the fiscal authorities, which once again proves: to be simply law-abiding in our country is not enough. You need to be prudent and very careful, even if you are not doing anything illegal.
| Please rate the article |
Euro Shoes — March 4-7, 2026 at the WTC Congress Center
From March 4th to 7th, leading brands from Europe, Asia, and the CIS will gather at the WTC Congress Center in Moscow to present their Fall/Winter 2026 collections, capture current trends, and set the direction for the fashion industry.
What factors influence pricing, and how to work with retail prices for shoes
Footwear retail is one of those segments that is highly dependent on seasonality. Pricing in the footwear business, in turn, depends on a multitude of factors, from production costs to the vagaries of weather and regional factors.
Customer profiling in a shoe store. What is this technique and how can it be used in sales?
Profiling is a scientific method of "reading people," allowing one to create a psychological profile of a person and predict their actions or behavior in certain situations, or even catch them in a lie. Profiling is used in sales because the salesperson needs to understand a person's emotional state and their underlying motivations for purchasing. An expert and practitioner in sales growth in fashion, SR, discusses this method and its practical application in footwear retail.
SOHO Fashion Group: 20 years of sustainable growth and collaboration with global brands
This year, SOHO Fashion Group celebrates its 20th anniversary—a significant milestone that highlights the company's sustainable development and its contribution to shaping the Russian fashion market. During this period, the company has established a leading position in the industry, forging strong relationships with international brands and establishing itself as a reliable representative of the fashion segment.
Just a month until the Euro Shoes exhibition in Moscow!
We are counting down the days for the main international exhibition of footwear and accessories Euro Shoes Premiere Collection in Moscow! The exhibition will be held from August 27 to 30 at a new premium venue – the capital's congress center WTC on Krasnopresnenskaya Embankment.
Salvatore Ferragamo's Shoes Inspire Pastry Chefs
Italian confectioners have created cakes that are exact copies of six legendary pairs of shoes from the archives of the Italian "Shoemaker to the Stars" maestro Salvatore Ferragamo. They were presented in the 10_11 restaurant of the Milan hotel Portrait Milano, which is part of the hotel management company owned by the Ferragamo family.
Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
Whatever aesthetics your collection adheres to - craft heritage, elegant minimalism inspired by traditions or, conversely, futuristic forms - if your customer strives to be fashionable and you need to regularly update your assortment with current trendy novelties, pay attention to the design trends, models and details of women's shoes and bags in the fall-winter 2025/26 season described in this article. To prepare it, the author used materials from the international trend bureau Fashion Snoops, which is a source of commercial forecasts for the seasons ahead, and current trend analytics of key events in the fashion industry around the world: industry exhibitions, shows, shows.
How Pareto's Law Works in a Shoe Retail Store
Analysis of the company's performance is an important quality of a manager. Many indicators in the retail business are subject to analysis, primarily - sales planning and inventory balances, KPI performance by employees, the effectiveness of marketing campaigns, the number of sellers, their work schedules and many other factors that affect the final result of the store. In this material, SR expert on increasing sales in shoe retail Evgeny Danchev, using the Pareto principle, understands the reasons why revenue and volumes of goods sold are distributed very unevenly between weekdays and weekends. The author is confident that the Pareto principle is indispensable in the systemic analysis of sales management efficiency and sales results. But it is important to apply it correctly and interpret its meaning.
Clarks: 200 years of quality, style and innovation
In 2025, the legendary British brand Clarks celebrates its 200th anniversary – an impressive milestone that demonstrates its enduring relevance, impeccable quality and global appeal.
New brand in the SOHO FASHION portfolio – BEVERLY HILLS POLO CLUB
SOHO Fashion continues to grow and develop in the Russian footwear market, and in 2025, the leading distributor's brand portfolio added a new one – the legendary Beverly
Micam and Livetrend presented a selection of footwear trends for the spring-summer 2026 season
The Italian international footwear fair Micam presents the "Spring-Summer 2026 Trend Guide", developed in collaboration with Livetrend. The guide is based on the analysis of social networks, online marketplaces and fashion shows, as well as new technologies such as artificial intelligence and Big Data.
The Battle for the Sports Shoe Market
Fashion market experts and economic analysts predict a decline in sales of Nike and Adidas. The leadership positions of the unsinkable sports giants may be seriously shaken in the coming years, as they are being pushed out by young, bold and active competitors – challenger brands.
The cyclicality of fashion and its impact on the financial results of the fashion business
Stylists and experts never tire of telling both professionals and ordinary consumers of goods and services in the fashion industry that fashion develops cyclically. The cyclicality of fashion has a significant impact on the financial results of the fashion business, since it dictates periods of demand and decline and determines which goods will be in demand at a certain moment. SR expert in assortment planning and management Emina Ponyatova talks about which aspects of the cyclicality of fashion should be taken into account by shoe retailers in their work, and how they affect the financial performance of the business.
PETER KAISER - the best brand of 2025!
"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?