For over 15 years, Baden LLC has been manufacturing and selling high-quality women's shoes in Russia, which are of high quality, extraordinary comfort and modern design. In difficult crisis times, the company continues its development, one of the main events of this year will be the launch of the new Fassen brand on the Russian market.
In its development strategy, BADEN takes into account ongoing changes in the market due to the difficult economic situation and the transition of consumers to a savings behavior model. That is why the new Fassen brand is presented in a cheaper price segment than BADEN.
“Due to the sharp drop in purchasing power caused by the economic crisis and the sharp depreciation of the national currency, consumers have an acute need for cheaper products,” commented Stepin Vitaliy, Development Director of BADEN. - Therefore, the idea came up of launching the second brand on the market, intended for consumers with lower incomes. Products under the Fassen trademark will be produced at the same production facilities as BADEN, which guarantees high quality, and the use of cheaper materials, including artificial leathers, will ensure low production costs. ”
The new brand will combine functionality and modern trends. The target audience of the Fassen brand is consumers who would like to wear shoes of European manufacturers, but now, for a number of reasons, cannot afford it, and are forced to look for something new. However, when choosing, they want to get products similar to the one to which they are accustomed, but for less money. This consumer group is very wide, it includes both women and men, but at the stage of launching the brand on the market, the emphasis will be on the female audience. Age group - 25 years and older.
BADEN company has been operating in the Russian market for more than 15 years and is well recognized in professional circles, has a reputation as a reliable manufacturer and cooperates with all the largest retail chains in Russia. He is a member of international shoe exhibitions held in the Russian Federation. Currently, the BADEN trademark is widely represented in major retail chains and is also successfully sold in its own branded stores, the number of which today is more than 50 throughout the country.
At the end user, BADEN products are deservedly associated with quality and comfort. And this is no accident, because when creating shoes, the team of technologists and designers of the company is guided by the main principle: “Quality is the only thing that stands the test of time.” Particular attention in the production of shoes is given to modern technologies, materials and the results of recent research in the field of orthopedics. Due to this, BADEN shoes have a number of unique features. Shoes under the new Fassen brand will be produced according to the same standards and using the same technologies as BADEN, but from cheaper materials. Having all the advantages of the parent brand, Fassen shoes will cost significantly less, which will be its main competitive advantage.
New products will be sold through BADEN's existing distribution channels. Thanks to this, the collection will appear simultaneously with a wide range in many retail chains, which will be accompanied by an advertising campaign at points of sale.
Official site www.baden.ru
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