Clarks: Strategic move
Obvious fact: if a company has overcome two centuries and retained its leading position in the industry, you can learn a lot from it. Clarks has become a leader in the comfort shoes market thanks to successful strategic decisions over decades. And today, Clarks, using modern approaches in the strategic management of the corporate portfolio of brands, creates a successful case for newcomers to the industry.
The company Clarks with the spring-summer season 2019 presents an updated brand architecture. Clarks management has chosen the house of brands strategy, which is used when a company seeks to reach different target audiences and several price segments, while having broad production capabilities. The updated portfolio will contain a number of individual brands: Clarks, Clarks Originals, Collection by Clarks, Cloudsteppers by Clarks, Unstructured, Clarks Kids.
A clear division of the assortment will allow Clarks to attract more consumers and occupy a special place in different market segments: fashion, sports, comfort, classic. At the same time, the main advantages for all brands will remain comfort, manufacturability and many years of experience in creating shoes.
Russian buyers have long been familiar with two main collections - Clarks and Clarks Originals. The design philosophy and price positioning of these brands will continue in the near future.
Clarks
The Clarks brand collection is an unrivaled classic that combines modern trends and traditional style: clear silhouettes, elegant details, classic shades - the embodiment of English style and conciseness.
Clarks Originals
Clarks Originals is a progressive design that meets the latest fashion trends. In the creation of shoes, the archives of the company for the entire period of its existence are often used. The creative team of the brand embodies the best models in a new reading, using only premium materials. This determines the positioning of the brand in the premium market segment.
Clarks unstructured
Clarks Unstructured is a versatile footwear for active people, suitable for both traveling and for the daily urban environment. A highlight of the Clarks Unstructured collection is the exceptional Air Circulation System, which is climate-controlled for shoes. Models of this brand are also popular with representatives of the older age category.
Collection by clarks
No less tech, but more enjoyable in terms of price positioning - Collection by Clarks. The collection contains laconic silhouettes, unique technology and impeccable performance. Models from this collection will appeal to representatives of the youth audience.
Cloudsteppers by clarks
Comfort, stylish design and manufacturability - all that a consumer expects from shoes is combined in one name: Cloudsteppers by Clarks. Due to the use of Tetrasoft technology inside the sole, which guarantees impeccable cushioning and amazing flexibility, the Cloudsteppers collection is popular among an older audience.
Clarks kids
A separate direction of the brand has become children's shoes under the brand Clarks Kids. The standards set by customers for children's shoes today are very high and Clarks is fully consistent with them. Clarks Kids shoes support the baby foot well and protect it from overload. Models have an up-to-date design and a variable color palette.
Clarks minnie mouse
In addition to dividing the assortment by sub-brands, Clarks achieves synergies through collaborations with the world's leading companies. The SS19 season will feature the results of a joint design experiment by Clarks and Land Rover. The combined creative team was guided by Land Rover's sustainability and sustainability principles and inspired by adventure ideas. Not surprisingly, the result is a shoe that will make you feel comfortable both in the mountains and in the metropolis. Also, interesting collaborations were implemented in the children's segment, where the following brands were partnering: National Geografic, Star Wars, Minnie Mouse, MARVEL.
Having created a number of collections for the SS19 season, addressed to different market segments, but combined with high quality and creativity, Clarks has once again confirmed its leading position in the market of comfortable shoes. Clarks is represented on the Russian market by Soho Fashion, which invites you to explore the collections of the SS19 season in its show room at the address: F. Engels St., Moscow, 75 / 11.
A new collection of this brand will be presented at the shoe exhibition. Euroshoes Premiere Collection.
Obvious fact: if a company has overcome two centuries and retained its leading position in the industry, you can learn a lot from it. Clarks has become a market leader in comfortable shoes thanks to ...
Editorial Office Shoes Report
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A new Russian brand of women's shoes Razumno entered the market
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Caprice: the future after the crisis
2020 is already history. The new year is likely to bring new challenges to the shoe industry. And footwear manufacturer CAPRICE from Germany's Pirmasens is well prepared for this. In an interview, Caprice Managing Director Jürgen Kölsch explains ...
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Fashionable, comfortable, environmentally friendly. All about the brand MARCO TOZZI
The new MARCO TOZZI autumn-winter 2021/22 collection compares favorably with the previous ones with an even higher level of quality of the materials used and a more global renewal of the assortment. Laconic fittings combined with the "right" combination ...
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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.
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.
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.
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.
Pandemic-influenced visual merchandising transformation for shoe and accessories store
The pandemic and quarantine restrictions have led to global changes in all areas, including fashion retail. New conditions require adaptation. The client's solvency and behavior have changed significantly during the pandemic, the format of the work of most offices has changed to a remote one. SR expert Emina Ponyatova talks about how the standards of visual merchandising (VM) for shoe and accessories stores have changed, taking into account the life that has changed under the influence of the pandemic.
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
"FOOTWEAR OF RUSSIA" is already on EUROSHOES.MARKET
The OBUV RUSSIA factory, which is part of the OR GROUP, and the EUROSHOES exhibition company have signed a cooperation agreement. As part of the partnership, the company has posted on the website of the wholesale marketplace EUROSHOES.MARKET the main range of footwear under its own brands: all.go summer footwear models, S-TEP demi-season footwear collection, as well as Pioneer of Arctic Travel demi-season and winter boots. Cooperation with the online platform will allow the factory to attract new partners, expand its sales geography and increase sales.
SOHO Fashion presented the summer collection of its brands to journalists and bloggers
Last Thursday, June 3, in the Moscow showroom of SOHO Fashion Group, one of the leading Russian fashion retailers and a permanent participant of the EURO SHOES PREMIERE COLLECTION, a press lunch was held for fashion journalists and bloggers. At the same time there was a presentation of the SS21 collections of the company's stores - SOHO and Clarks, collections of women's, men's and children's shoes, bags, backpacks and accessories for the summer season were presented.
Brazilian shoe manufacturers invite buyers from Russia and CIS countries to business meetings in online format
From June 21 to July 2 in Russia and neighboring countries, online b2b meetings of the largest Brazilian manufacturers and Russian buyers will be held. The events are initiated by Brazilian Footwear, a government program aimed at increasing the export of Brazilian footwear brands. SR asked Ruísa Korndorfer Scheffel, Analyst, Trade Facilitation Department, Brazilian Footwear Association Abicalçados, tell about the event and the goals of the organizers and participants.
Hermes spring'21 clogs are in high demand
The new model of the clogs of the French luxury house Hermes is already being compared with the most coveted bag of the same manufacturer - Birkin, which can be purchased only after waiting in line on the waiting list. At the moment, the clogs of the brand's current spring collection, which were first shown on the catwalk of Paris Fashion Week in October 2020, have already been sold out, writes Footwearnews.com
Exclusive: Interview of the CEO of ECCO Russia Denis Tomashevsky to the chief editor of Shoes Report Natalia Timasheva
A year ago, the Danish company ECCO acquired the entire retail business of its Russian distributor, thus announcing the seriousness of its intentions and long-term plans for the Russian market. Danish brand shoes have long been known and loved in Russia. Throughout 2020, the company underwent changes related to the process of integration into the global ECCO, and in 2021 these transformations will continue. Denis Tomashevsky, General Director of ECCO Russia, told SR Editor-in-Chief Natalya Timashova about what has already been done and the company's immediate plans. This is the first interview with the head of ECCO's Russian office for the media.
The eldest son of Natalia Vodianova created his own brand of sneakers
19-year-old Lucas Portman, the eldest son of Russian supermodel Natalia Vodianova, has released the first batch of Fashion Baby Xyz sneakers. One of the first owners of sneakers was Lucas' 15-year-old sister, Neva Portman, who received a pair of sneakers for her birthday, and thus presented the new brand to a wide audience.
ECCO presented current collections 2021 in Moscow
Danish brand ECCO presented its new spring-summer and autumn-winter 2021 collections at the flagship store on Petrovka Street in Moscow. In the year of the pandemic, the brand gathered all its strength to take revenge and remind of itself in the fashion world.
Fashion themes for the women's shoe range: PERSIST and RECOMPOSE.
International trend bureau FashionSnoops.com has presented four top fashion themes for the fall-winter 2021/22 season. In the previous issue, SR expert on fashion trends and the formation of fashionable assortment Galina Kravchenko / @ galina_kravchenko79, director of the assortment department at FCG / @ FCGMEDIA and head of trend analytics at FCG / FashionSnoops, spoke in detail about two fashion themes - DWELL and ASYLUIM. In this issue, we cover two other trendy themes for FW 2021/22 - PERSIST and RECOMPOSE. These topics, like the first two, can be viewed as long and functional trends.
Euro Shoes launched a wholesale marketplace EUROSHOES.MARKET
Since March 2021, a wholesale marketplace for shoes, accessories, lasts and leather - Euroshoes.market - has been launched. This is the most convenient and efficient platform for brands to interact with retail. Right now you can order products in bulk from the Euroshoes.market website from anywhere in the world!
How to form an assortment of shoes so that the ratio of basic and fashion models is optimal
In the previous issue in this section, we wrote about what influences the formation of the optimal assortment of a shoe store, and how to draw up a perfectly balanced assortment matrix. In this issue, SR expert on assortment planning, Emina Ponyatova, examines the concepts of a basic and fashionable shoe assortment and the factors influencing it.
Tamaris has created an information page for b2b partners in Russia
The German footwear brand Tamaris continues its active expansion in Russia and in March of this year launched a special information page for potential b2b partners, which details the scheme of interaction with the brand when opening a Tamaris branded retail franchise.
Valentino factory in Tuscany burned to the ground
In early April, a fire broke out at the factory of the luxury brand Valentino in Italy, in Tuscany VSL - Valentino Shoes Lab. The fire captured 90% of the territory of the enterprise. Victims were avoided as the fire broke out over the weekend.
Pop up presentation
Pop up store is a successful format in fashion retail, which is predicted to strengthen, flourish and new forms in the medium term. The emergence of the pop up store concept in the fashion industry is credited to the Japanese luxury apparel, footwear and accessories brand Comme Des Garçons (CDG), founded in 1969 by Rei Kawakubo. In 2004, the first CDG pop-up store opened in an abandoned building in Berlin. For the third year in a row in Russia, the brand has been regularly opening pop-ups in the Moscow department store Tsvetnoy, created and designed by Anna Balandina and her agency VM Guru. We talk about the unique CDG format with the brand's representative in Russia Larisa Kolmykova, the buyer of the Moscow Air concept store, the distributor of the Comme des Garçons, Walter van Beirendonck, Kidill, Charles Jeffery Loverboy, Undercover brands.
Color palette 2021. Four out of ten trending colors: blue, mushroom, gray, green
FashionSnoops trend bureau has made a forecast of trendy macro colors for 2021, it contains 10 color solutions that will be relevant in the seasons of next year. SR expert Galina Kravchenko talks about four of the ten trendy colors - a very interesting shade of blue Déjà vu, a shade of brown-beige that has been relevant in interior design for the last few years - mushroom Mushroom, an unusual light shade of gray Hemp and green Circuit.
Classification of shoes. Rules for constructing a commodity classifier
The most important question that concerns owners of shoe retail stores today is how to increase sales. If five years ago, one buyer purchased, on average, four pairs of shoes a year, today consumption, according to statistics, is only 1,8 pairs. However, according to forecasts by DISCOVERY Research Group, by 2023, consumption will increase to 2,9 pairs per year. Fashion has also changed, heels are almost a thing of the past, sports shoes are in demand, comfortable and wear. But you can’t only sell sneakers and ugg boots, especially since these very models are available in all stores in the country! What to do and how to understand what to buy in order to build up from competitors and attract buyers?
Color palette 2021 (part 2). Six out of ten trending colors
The FashionSnoops trend bureau has made a forecast of trendy macro colors for 2021, it contains 10 color solutions that are relevant for the seasons of the next year. In the previous issue, SR expert Galina Kravchenko spoke about four colors from the trend palette - blue, brown-beige, light gray and green. In this issue, we talk about six more colors, these are: intense, aggressive violet Villainous, muted salmon pink Flush, bright orange Jolt, wine-raspberry Joy, brown Chernozem Core and gentle straw Gentle.
EURO SHOES PREMIERE COLLECTION at the new MAIN Stage
Register for EURO SHOES PREMIERE COLLECTION at the new MAIN Stage!Book the Holiday Inn Taganskaya hotel at special prices!
10 popular shoe models of the spring-summer'20 season
This summer, shoe brands, presenting their collections to consumers, are focusing on sports and casual, perhaps because the forced sitting at home and summer cottages creates a demand for comfortable shoes. In the Shoes Report review, there are 10 models of women's shoes that can be found on store shelves in Russia right now. Among the models in the popularity rating, sneakers and trekking sandals are in the lead. The main color of this summer is white.
Analysis of cases from the practice of retail sales of shoes and accessories
In many businesses, sales management is a headache for the CEO. The human factor is extremely difficult to take under control, but this is exactly what should happen if ambitious goals are set in the conditions of stagnation in the footwear and accessories market. Therefore, practical experience and specific positive results achieved by certain companies are very interesting. In this article, SR regular author and expert Evgeny Danchev shares case studies from his practice of consulting retail stores.
EURO SHOES is the only exhibition of European brands in RUSSIA!
Dear buyers and visitors of the exhibition!
When to close the store? Or change the location with a reduction in retail space?
Against the backdrop of store closures during the pandemic and even greater growth in online sales channels, the question of the efficiency of retail space can no longer be ignored. Moreover, no one - not small businesses, not industry giants. SR expert and our regular contributor Elena Vinogradova provides her own checklist for analyzing store performance, which will help you make the right decision: to close a store or restructure it by reducing the area or changing the location.
Scandinavian wind and military aesthetics. Fashionable themes and key models of men's shoes for the fall-winter 2020/21 season
For the FW 2020/21 season, the FASHIONSNOOPS.com trend bureau offers 3 fashionable themes for the men's shoe segment: TEMPEST, JETTISON, OUTRÉ. The style is radically different from each other: in the first there is a trend of multifunctionality of shoes, created in order to protect from any inclement weather, keeping the wearer's feet in comfort and dryness; in the second - a pronounced military aesthetics, emphasizing strength, quality and at the same time minimalism; the third theme is a classic, rethought and updated thanks to catchy and even elaborate elements and decor. In the first part of the article, SR expert Galina Kravchenko, director of the assortment department and head of trend analytics at FCG / FashionSnoops, talks in detail about the features and nuances of two topics - TEMPEST (Storm) and JETTISON (Reset).
CAPRICE in the new spring-summer 2021 season: fresh, chic and dynamic
At a time of great change, it was especially important for CAPRICE to get a really creative approach to the upcoming season. The attention to detail makes CAPRICE shoes unique. Modern designs, perfect last, trendy colors and sophisticated leathers create the character of the collection, offering the perfect fusion of fashion and functionality for a stylish and trendy summer 2021. Let yourself enjoy the fun and fashionable world of Caprice and watch our new film.
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.
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?
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.
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.
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.
Key models of the range of women's shoes for the fall-winter season 2016 / 17
We present four key trends of women's shoes for the next fall-winter season (fall-winter 2016 / 17), which is described by Galina Kravchenko, a leading expert on assortment and forecasting trends at Fashion Consulting Group, head of FCG - FASHIONSNOOPS.COM
