Alone in the field is not a warrior: current ideas of cross-promotion
In the current situation, few retailers can boast of having funds for advertising that can cheer up buyers and inspire them to buy. The logical conclusion seems to be the good old cross-promo. But is it "working" now?
According to Daria Nuclear, managing director of Esper Group, cross-promotion still works, the main thing is to choose the right partner. One example of a successful marketing union can be a joint promotion of a fitness club and a sports shoe brand. Joint sales of collections of shoes and accessories still give a good result. An experiment in cross-promotion with a pedicure salon or taxi service may turn out to be no less interesting for shoe makers.
The classic version of cooperation of shoe and clothing companies with related DNA brands from the same price segment also does not lose its relevance and effectiveness. This is evidenced by the experience of the Tommy Hilfiger Group. “For the fourth consecutive season, we have been successfully working on cross-marketing projects at Soho with our partners, clothing distributors Gant and Marc O'Polo. And we plan to develop this direction, strengthening it with our partners in the brands Clarks, Strellson, Napapijri and others. This season we want to increase attention to the history of brands by combining them on a trip to key cities and countries of Soho brands. We reveal the stories and legends of our brands, involve our customers in this game, offering to feel the atmosphere and mood of the collections. And as a commercial component, buyers of clothes and shoes have the opportunity to choose in a large assortment the desired model / size with a small but pleasant discount. The project is especially effective when stores are present inside one shopping center, ”said Natalya Chernysheva, Advertising Manager and PR TMHF Group. - In the spring of 2015 at Soho, we also launch history together with friendly fashion publications. To be open to interaction, flexible, inclusive - in our opinion, this is a rule of work that is necessary not only in crisis mode, and we are glad that more and more partners are coming to this now. ”
In the current situation, few retailers can boast of having funds for advertising that can cheer up buyers and inspire them to buy. The logical conclusion seems to be the good old cross-promo. ...
WhatsApp and Telegram: Business Opportunities
Messengers are one of the key channels of business communication with customers and an integral part of the marketing mix, which works effectively at all stages of the marketing funnel. Also, messengers allow you to comprehensively solve various tasks of brands - ...
14.12.2021 4590
Truth and myths about TikTok. The five most common misconceptions about this unique social network
TikTok has become a striking phenomenon both among B2C users and among business representatives who seek to sell their product to this very audience. And, of course, it instantly became overgrown with myths and speculation! The purpose of this article is to separate the truth from ...
06.07.2021 5772
User generated content as a way to promote and increase sales
The topic of filling a commercial profile, it would seem, has already been studied far and wide. At the same time, there are a lot of faceless, similar and boring accounts in the online space. Accidentally getting on such pages, you quickly flip through them, and if suddenly and ...
12.05.2021 4761
How is changing the content of the fashion brand in social networks
In this article, we will not talk about obvious things: a turn on online sales, cost reduction, support for staff and ourselves. A lot has already been written about this, and every second article continues to be published. Expert SR Elena Vinogradova ...
19.06.2020 11226
Rich color, flora, eco style and abstraction. Four main trends in this year's window dressing
The summer season 2020 in the design of shop-windows of fashion stores will be held under the sign of brightness, abstract and floral motifs. Laconicism, environmental friendliness, a conscious attitude to nature, its biodiversity and the resources of the planet, as before, remain in the trend ...
09.06.2020 10960
Export of Turkish shoes to Russia at the end of the year may reach $140 million
The 30th international exhibition of fashionable shoes AYMOD, which took place in Istanbul from March 2 to April 66, was visited by about 8 thousand buyers from 50 countries of the world, 2 thousand of them came from Russia. President of the Turkish Association of Footwear Manufacturers (TASD) Berke Ichten suggested that the export of Turkish shoes to Russia this year could grow from $82,5 million to $140 million, writes ortadogugazetesi.com.
OR Group failed to fulfill obligations on early redemption of bonds
OR Group, formerly known as Obuv Rossii, was unable to fulfill its obligations for the early redemption of series 001P-01 bonds at the request of their owners, RBC writes, citing a company message.
Iranian brands of shoes, leather goods and clothing are ready to enter the Russian market
The Russian Council of Shopping Centers (RSTC) met with Iranian business representatives at the Iranian Embassy. The topic of the meeting was the intention of Iranian companies producing clothing, footwear, leather products to present their goods and brands on the Russian market. According to RSTC, due to the need to resolve a number of organizational issues, the process of bringing Iranian brands to Russia may take up to three years, TASS writes.
EURO SHOES @ CPM - a powerful union in a new format
The beginning of 2022 was marked by the birth of a new strategic alliance of two leading exhibition projects in the fashion industry.From February 21 to 24, Expocentre hosted the largest and unique union of two professional fashion exhibitions in Russia - Euro Shoes premiere collection and CPM Collection Première Moscow. Such an experimental format was highly appreciated and recognized as a success by visitors and participants of the event, because it opened up new unique opportunities for business development in Russia and the CIS.
5 trendy bags of Italian brands for this spring
The fashion market in Russia froze, realizing the new economic reality, but despite the fact that we have to say goodbye to some brands, the offer of shoes and accessories in our retail is still diverse, and our consumer still appreciates Italian design and Italian quality. Shoes Report presented in the review five trendy bags of Italian brands for the spring-summer 2022 season, which can now be purchased in Russian retail and online stores.
Shoes mixed with clothing and decor
Shoe manufacturers and retailers are increasingly bringing new lines to the market - clothing and accessoriesGlobalism and the general trend for the total look are capturing more and more fashion companies. And now shoemakers are bringing to the market lines of clothing and home accessories, including dishes, and dressers are introducing shoe lines. There is nothing strange and contrary to market realities here: a diverse assortment binds customers and gives them the opportunity to completely create and purchase their wardrobe in one store, from one brand. This allows buyers to significantly save time and effort (and often money), and sellers to increase sales volumes, increase the average check and satisfy the needs of their target audience. We present a small overview of "non-core" new products.
Soft manufacturability, convenient transformation. Key trends and innovations in athletic footwear
In this long article, Galina Kravchenko /@galina_kravchenko79, FCG Assortment Director /@FCGMEDIA and Head of Trend Analytics at FCG/FashionSnoops, talks about the key innovations and trends in sportswear for the SS22 season, highlighted by the FASHIONSNOOPS.COM trend bureau.
Knowledge useful for shoe sellers about the features of sports models, the physiology of the feet and the biomechanics of walking
Sports shoes have ruled the ball for more than one season and make up at least half of the assortment of a retail shoe store. Models differ not only in style, color or color palette, decor, textures, but also in purpose: shoes for running, fitness, tennis, jogging and Nordic walking, casual sneakers or sneakers, shoes for hiking and active movement through the forests - in the mountains, for a wide or problematic foot ... How can a person without special education navigate all this variety of models, and what salespeople in stores must know in order to competently advise a client and help him choose exactly the pair that is necessary for his needs and features of his feet? We understand in this article.
Burgerschuhe will present new shoe models at Euro Shoes in Moscow
Comfortable casual footwear brand Burgerschuhe will present new models for the autumn-winter 2022/23 season at the nearest Euro Shoes exhibition in Moscow, which will be held February 21-24 at the Expocentre.
Mephisto will present the autumn-winter '22/23 collection at the Euro Shoes exhibition in Moscow
The French shoe brand Mephisto is preparing to present a new collection of shoes for men and women for the autumn-winter'22/23 season at the international exhibition of shoes and accessories Euro Shoes premiere collection, which will be held in Moscow from February 21 to 24 at Expocentre. Buyers will be presented with the iconic men's Rainbow boots, Mobils orthopedic shoes, elegant women's ankle boots with small heels, trendy Chelsea and moccasins, as well as light and stylish sneakers from the new Allrounder by Mephisto line.
Business program EURO SHOES PREMIERE COLLECTION
Within the framework of the international exhibition EURO SHOES on February 22-23, a rich business program will be held. For two days, leading fashion market experts, business trainers and consultants in the field of retail, retail management and development, visual merchandising, marketing and consulting will conduct trainings and open seminars for visitors and participants.
Sustainability in the footwear segment. Where are we now, what are the main trends?
The EU is moving towards a climate neutral and circular economy, which means that any product today must be more energy efficient, durable, reusable, repairable and recyclable. The fashion and textile industries, known to have a big impact on the environment, are at the forefront of change and sustainability. Innovative materials created from materials recycled and recycled in the future, new technologies in traditional leather industries, collaborations with environmental experts, and most importantly, complete transparency of the entire chain - these are the main vectors for the development of the shoe industry today. Let's look at the best practices of market leaders in order to understand what steps are possible in order to start in this direction. Understanding sustainability trends with expert Olga Steinberg.
5 days before the start of the exhibition Euro Shoes premiere collection in Moscow
The international exhibition of footwear and accessories of European brands Euro Shoes premiere collection will open in Moscow next week. One of the most significant exhibition events for the Russian shoe market this year will be held at the main exhibition site of Russia in the capital's Expocentre from February 21 to 24.
How the buyer makes a purchase decision and psychological methods to influence it
In one of his previous articles, Evgeny Danchev, a permanent expert and author of our magazine, spoke about the psychological profile of a sales assistant. It was about the effective selection of applicants for the vacancy of a sales assistant. Not every employee can master the skill of active sales, since its development requires the right internal psychological attitudes. In this article, Evgeny Danchev analyzes the psychological portraits of both the buyer and the seller, since the head of a retail store needs to clearly understand what connection exists between the psychology of sales and the financial results of the store. The overall global retail trend is now towards more personalization. Against the backdrop of falling customer traffic, the seller is required to find individual access keys to each of the customers.
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Russia is going to allow "gray imports"
In view of the refusal of a number of Western companies to export their goods to Russia, the Ministry of Industry and Trade of the Russian Federation is preparing a bill to abolish liability for "parallel imports", that is, for importing goods into the country without the permission of the copyright holder, the Izvestia newspaper writes, citing information from the department.
A center for training specialists for the shoe industry will be opened in St. Petersburg
The educational and production center will be created on the basis of the College of Technology, Modeling and Management of the St. Petersburg State University of Industrial Technology and Design, which received funding of 100 million rubles for the creation of a similar industry center following a competition organized by the Institute for the Development of Vocational Education with the support of the Ministry of Education of Russia, - TASS reports with reference to the press service of the office of the vice-governor of the city Irina Potekhina.
Turkey expects to increase shoe exports to $1,3-1,4 billion in 2022
Despite the difficult political situation in the world, Turkey is counting on the growth of its footwear exports this year, and is going to break the record of 2021, when Turkish footwear exports for the first time reached $1 billion, writes Worldfootwear.com.
Crocs releases collaboration with Little Big
In a collaboration between Crocs and the popular Russian band Little Big, bright clogs in black and pink with spikes, silver chains and rivets were born. The model's design is complemented by the exclusive Jibbitz charms, presented in the form of an angry and cheerful bear, created based on the tattoo on the back of the Litle Big soloist Ilya Prusikin.
The largest international exhibition of footwear, bags and accessories EURO SHOES premiere collection will take place from 24 to 27 August in the capital's event hall MAIN STAGE
Manufacturers from Germany, Italy, Spain, Turkey and other European countries will present their spring-summer 2022 collections to Russian buyers for wholesale orders. The exposition of German companies will occupy a separate pavilion in the same style.
Design rules for a shoe and accessories store
When you visit shoe stores, as a client, do you pay attention to how the sales area is arranged: where is the checkout, where is the fitting area and is there enough of this area inside the store or there is a line of those who want to try on shoes, but cannot ; what kind of trade equipment and how it is located; Are the aisles between the trade equipment comfortable? These and many other questions are very important when designing a shoe and accessories store. Of course, all this is laid down at the stage of developing the design of the store and its adaptation to the area of a specific room. We asked Marina Polkovnikova, a permanent SR expert in visual merchandising, shop window design and retail space, and speaker of the business program of the Euro Shoes Premiere Collection exhibition, to tell about the basic rules for designing a shoe store.
Men's footwear range for fall-winter 2021/22
In this article, Galina Kravchenko / @ galina_kravchenko79, a regular SR author and expert on fashion trends and the formation of a fashion assortment, speaker of the business program of the Euro Shoes Premiere Collection, talks about the key shoe models in the men's assortment for the FW 2021/22 season. Among the main designs: slip-ons, low shoes, sneakers and trainers, boots, all-terrain boots.
Online meetings with Brazilian shoe manufacturers
From June 21 to July 2, 2021, online B2B meetings with the largest shoe factories in Brazil will be held in Russia and the CIS countriesThe meetings are aimed at establishing business contacts between Brazilian shoe manufacturers and partners from Russia and neighboring countries, conducting bilateral negotiations and developing cooperation.
The online event was organized by the Brazilian Footwear Manufacturers Association (Abicalçados) with the support of the Russian office of the Brazilian Export Promotion and Investment Promotion Agency (Apex-Brasil) as part of the Brazilian Footwear government program for the development of the Brazilian footwear industry.
Japanese brand of massage shoes Kenkoh enters the Russian market
Japanese massage shoe brand Kenkoh has announced plans to launch a franchise project in Russia. With the development of the project, Russian consumers will be able to access a wide range of Kenkoh therapeutic sandals - by far the most fashionable therapeutic footwear. Kenkoh shoes are very popular in America, Europe and the Middle East, and recently the company entered the Indian market. Kenkoh plans to conquer the Russian market - to cover all major cities of the country.
AXA SHOES presents innovative and very comfortable indoor shoes from Italy
Who among us has not looked for comfortable indoor shoes? Household slippers that would fit on the leg, did not sting, did not rub, it is very difficult to find. And those who have found the slippers of their dreams for themselves can consider themselves to be truly lucky! We propose to change the statistics and increase the number of lucky people per square kilometer of our country exponentially.And all because we have what you are looking for and so rarely find. These are your dream sneakers!
We bring to your attention the Italian home slippers AXA SHOES.
New collaboration between Balenciaga and Crocs explodes the internet again
Balenciaga unveiled its Spring'22 collection on Sunday, featuring bold footwear created by the luxury brand in partnership with Crocs. The collection, titled “Balenciaga Crocs 2: 0,” includes crocs transformed into rubber boots, platform flip-flops and flamboyant heeled mules that literally blew up the Internet, writes Footwearnews.com
The Tamaris Experience
The independent entry of a foreign brand into the Russian market is always associated with certain risks and pitfalls, which not everyone knows about. Omitting the bureaucratic and legal intricacies of discoveries, the main one is the risk of delay in equipment deliveries, difficulties in construction control and other problems. In this article, we would like to reveal the topic of why it is profitable for a foreign brand to open with the participation of a local equipment supplier.
The Euro Shoes premiere collection exhibition of footwear brought together the participants of the footwear market again
The exhibition of footwear of European brands Euro Shoes Premiere Collection, which took place in Moscow last week, became a landmark event in the Russian footwear market. During the work of Euro Shoes - from 24 to 27 August, the event was attended by more than 4000 people. The exhibition featured 270 brands from 9 European countries.
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.
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.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
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.
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?
Ecommerce Laws Every Seller Should Know
The sale of goods via the Internet is becoming increasingly popular and in demand, however, at the same time, difficulties arise regarding issues of legal regulation of trade through the Internet, work with delivery and returns, and maintaining cash registers. Ivan Kurguzov, Executive Director of Oborot.ru, told how to avoid possible mistakes and how to legally conduct trade through the Internet.
