Brand BADEN. The European company launches the new FASSEN trademark on the Russian market.
26.01.2016 86438

Brand BADEN. The European company launches the new FASSEN trademark on the Russian market.

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

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 ...
3.6
5
1
12
Please rate the article

Materials on the topic

Heading towards Moscow - development of the MASCOTTE chain in a new concept

The brand of shoes, clothing and accessories Mascotte continues to actively develop the network in a new concept. Updated spaces appeared in Moscow in the VEGAS KASHIRSKOE shopping center on the 1st floor (area more than 300 m²) and the Vesna shopping center on the 1st floor...
25.06.2024 12529

Fashionable classics from PETER KAISER

PIRMAZENS MEETS THE NEW SPRING-SUMMER 2025 COLLECTION FROM PETER KAISER.
10.06.2024 1687

The international footwear exhibition Euro Shoes premiere collection was successfully held in Moscow

Russia's largest exhibition of footwear and accessories, Euro Shoes, was held in Moscow from February 19 to 22 and again became the main platform for the meeting of fashion brands and...
29.02.2024 4990

We are ready for active development in the Russian market

Friedrich Naumann, CEO of the Tamaris brand, told Shoes Report about the company’s ambitious plans, business development in Russia and expansion of the retail network, and also shared details about new collections and…
29.03.2024 4451

Bright colors of the approaching spring: shoe brand TAMARIS showed a new collection SS'24

The German shoe and accessories brand Tamaris presented a new collection for the spring-summer 2024 season, which included stylish and comfortable models for any occasion. The collection combines several fashionable themes, and any woman will find the perfect one for herself...
27.02.2024 4320
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning