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. ...
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 2123
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 2809
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 9358
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 8938
How to create a meaningful shoe brand
Deborah Cianciotta is one of the most respected, respected experts in the shoe world. Marketing consultant, training guru, product branding specialist, she co-founded American ...
05.11.2019 9157
Rieker commended the high professionalism of the Euro Shoes organization
Rieker is delighted with the success of its new collection and the incredible sales at Euro Shoes in Moscow. Rieker presented its new capsule collection of sports style shoes called Revolution at Euro Shoes for the first time. The head of Riker Vostok Shahin Asadov and director of Trading House Pokrovsky Alexander Perepechko talk about how the exhibition was held and how buyers met the “revolutionary” collection. The interview was conducted by the founder of Euro Shoes, Shoes Report and Euroshoes.Market Yan Belyaev.
Extremist buyers. Who are they and how to work with them?
The topic of interaction between the buyer and the seller has been studied since the beginning of exchange and commodity-money relations. Today we will talk about a phenomenon that has arisen relatively recently and is a "sore point" in many companies - consumer extremism. Elena Vinogradova, SR expert in sales and purchasing in the fashion business, shares her thoughts and gives recommendations on how to interact with extremist buyers.
Assortment of bags, belts and gloves 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 fashionable assortment, speaker of the business program of the Euro Shoes Premiere Collection, talks about the key accessory models for increasing shoe store sales: bags, belts and gloves for women's assortment in the season FW 2021/22. We present: mini bags, cross-body, box bag, hobo, oversized clutches, tote, bucket bag, frame bags, belt with a purse, classic belts of different widths, as well as the most current models of gloves.
Eksposhoes fashion footwear exhibition starts in less than a month in Antalya!
Ladies and Gentlemen! We invite you to the exhibition of fashionable leather shoes EKSPOSHOES, which will be held from November 3 to 5 at the Granada Luxury Belek Hotel, Antalya.
The psychological profile of the sales assistant
If you conduct a survey of retail business executives and ask what the main problem is now, then the answer "Where to find and how to keep good sellers" will certainly be included in the top three answers. SR expert Evgeny Danchev talks about the criteria for effectively hiring people for the position of a sales assistant.
Directions in the style of clothing and footwear that will remain in fashion for a long time
The pandemic has spawned key trends in the style and design of clothing, footwear and accessories that will manifest themselves over a long period of time. This is the opinion of experts from the FASHIONSNOOPS.com trend bureau. In this article, SR expert, fashion-analyst of FCG Galina Kravchenko talks about this phenomenon, called "long trends". The material uses posts and photos from the Instagram account of Galina Kravchenko - galina_kravchenko79.
Rieker update
The new Rieker Evolution capsule collection will be presented at the next Euro Shoes premiere collection, which will be held from 24 to 27 August.In the new season, the popular brand of comfortable shoes Riker presented the capsule collection #RiekerEvolution - a modern and high-tech line of sports-style shoes for everyday wear. Models from the new collection are designed for a mobile lifestyle and meet the ever-growing needs of customers for comfortable and stylish everyday shoes.
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Turkish brands Liba Shoes and GUERO on EURO SHOES
Turkish brands Liba Shoes and GUERO will take part in the upcoming Euro Shoes premiere collection on August 24-27 at the Main Stage.
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.
Turkish company FLO is a new participant of the Euro Shoes exhibition
The Turkish company FLO will take part in the August Euro Shoes exhibition for the first time. It was founded in 1960 by Ahmet Zilan as a small workshop. Today, FLO employs more than 10 thousand people, more than 55 million pairs of shoes are sold annually.
Children's footwear market: confident development and conscious consumption
Interview with Elizaveta Turks - CEO of PRISMA, distributor of European brands of children's footwear: PABLOSKY, Superfit, ELI, Legero, IMAC.
EURO SHOES PREMIERE COLLECTION exhibition opened in Moscow
Moscow, August 24, 2021. Today in the capital's event hall MAIN STAGE the only largest international exhibition of footwear, bags and accessories EURO SHOES premiere collection in Russia and the CIS countries has started. The exhibition is open for 4 days - from 24 to 27 August - during which visitors will make wholesale orders for new collections of footwear and accessories of the SS'22 season.
Technical aspects of display space and current trends in its design
Showcase creation and decoration is a whole art. In order for the display part of your store to work 100%, you need to carefully think it over conceptually and prepare it technically. SR expert in visual merchandising, shop window design and retail space, founder of VMC Retail agency Marina Polkovnikova, talks about the main technical aspects of creating a shop window, and also answers questions about the current color scheme in fashion retail and trends in window dressing.
Turkish concern Flo introduces 5 brands of footwear to the Russian market
The appearance of the stand of the American brand US Polo Assn at the August exhibition of Euro Shoes Premiere Collection in Moscow. marked a new round in the development of a popular brand of clothing and footwear on the Russian market. This year the holder of the license for the production of shoes US Polo Assn. a large Turkish manufacturing concern Flo decided to independently enter Russia and introduce 5 key footwear brands from its portfolio on our market. Shoes Report talked about plans for the development of a Turkish company in our market with Alexey Davydov, Commercial Director of Flo's representative office in Russia.
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 only exhibition of European shoe brands Euro Shoes Premiere Collection in Russia will be held in Moscow from 24 to 27 August 2021 at the Main Stage
Large international shoe brands from Italy, Germany, Spain, Turkey, Poland, Portugal will present their collections for the spring-summer 2022 season.
Sustainability and the return of the nineties. Fashion trends for the winter season 2021
Eco-trends, which have been relevant in fashion for several seasons, are more and more clearly traced in the collections of shoes and bags, although it is not easy for shoemakers and tanners to put green technologies into practice. And the consumer, especially in Russia and other countries with a cold climate and pronounced four seasons, is still mostly conservative and is not ready to give up shoes and bags made of genuine leather in the off-season and in winter. And, nevertheless, environmental sentiments are growing stronger, so designers and manufacturers are forced to find a compromise between fashion, style, comfort and the desire of consumers to a model of conscious consumption. It is in this direction that development is going, which is confirmed by the trends of the winter season 2020/21, presented at the Expo Riva Schuh and Gardabags exhibitions earlier this year.
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.
Top trends in shoe store window dressing this fall and this winter
Autumn-winter season 2020/21 for fashion retail is special, which we will remember for a long time. Almost all companies were forced to revise their budgets - they cut current spending, cut costs as much as possible. And, of course, one of the first to fall under the knife was the cost of decorating seasonal shop windows for the New Year and, in general, for the autumn-winter season. But you still have to arrange them, your store will not stand with a "bare" showcase, in which boxes of shoes are displayed. Fortunately for many retailers, showcase installation ideas that are relevant this season will not require a lot of investment. Marina Polkovnikova, SR expert in the creation, design, decoration of shop windows and retail spaces, talks about the main trends in the concepts of seasonal shop windows.
Shoe trends for the spring-summer 2021 season. Rustic style, harmony of opposites and nostalgia for the 80s
The autumn exhibition of shoes and accessories MICAM, which took place from September 20 to 23 at the Milan Fiera Milano Rho exhibition center, alas, did not gather the number of exhibitors and visitors. There is no need to explain the reasons to anyone. The 90th exhibition for the first time in the history of this industry event, which is most important for the shoemakers in Italy and the entire Old World, was held in a truncated format. Nevertheless, the organizers tried to preserve all exhibition events, including presentations of collections and fashion trends. Experts from the British trend bureau WGSN presented the trends that will determine shoe fashion in the spring-summer 2021 season: Homespun - rustic minimalism combined with traditional values, TransForm - hopes beyond the crisis and harmonization of opposites and GameScape - a nostalgic journey back to games 80s, and the union of the real and the virtual.
adidas Originals has released a collaboration with Noize MC
The adidas Superstar sneakers came out in a new design, customized by the Russian rapper Noize MC.
“There was a light at the end of the tunnel…” Participants in the shoe market on the situation in the industry.
2020 became a crisis year for the real sector of the economy and the footwear industry. Shoes Report talked to wholesalers, Mikhail Kryuchkov, head of the Paloma distribution company, which represents a number of Spanish shoe brands on the Russian market, and Renat Malikov, co-owner of Tuffoni, which develops the shoe brand of the same name. The conversation was about the specifics of the current crisis, about “is there a light at the end of the tunnel” and when this “tunnel” will end.
The owner of Lamoda Global Fashion Group raised 120 million euros for the development of e-commerce
Global Fashion Group, which manages one of the largest online fashion stores in Russia Lamoda, raised about 120 million euros ($ 140 million) during exchange trading. The company plans to use this money to develop its own projects for marketplaces of fashionable goods, investing, among other things, in technologies that help optimize online business.
Italian bags MARINA CREAZIONI at Euro Shoes
At the Euro Shoes exhibition, a new participant from Italy is the Trade House company, representing the MARINA CREAZIONI (Marina C.) bag brand. MARINA CREAZIONI style is the right balance between functionality, attractiveness and elegance, it is associated with a sophisticated woman who does not abandon her femininity and in every possible way demonstrates her charm in clothes and accessories.
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.
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.
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.
