The course is on retail development. Caprice partners plan to open new stores in the Krasnoyarsk Territory
The course is on retail development. Caprice partners plan to open new stores in the Krasnoyarsk Territory
On the pages of the magazine, in an exclusive interview, the general director of Caprice Vostok LLC Victor Kunts (No. 143, 2016 year) spoke about the business strategy of Caprice Vostok in Russia, which represents the shoes of the German brand Caprice in our country, in an exclusive interview. Today, Caprice Vostok, a system partner, individual entrepreneur, owner of the Caprice chain of stores in Krasnoyarsk, Evgeny Larionov, shares his plans for the development of the regional retail chain Caprice.
Evgeny Larionov - System partner Caprice Vostok, individual entrepreneur, owner of Caprice chain of stores in KrasnoyarskEugene, how long have you been working with Caprice, what characteristics of shoes and what conditions for partners became decisive when choosing a brand?
The first batch of Caprice brand shoes arrived at our store in Krasnoyarsk in 2007. Buyers almost immediately fell in love with Caprice shoes, they sold excellently, customers always asked when there would be a new arrival, at the end of the season we fixed small balances in the warehouse - all this was a decisive factor in choosing the Caprice brand. Then, the Russian office of the company was opened in Moscow, which is due to the start of direct supply of Caprice shoes to Krasnoyarsk. From this stage of life, a real partnership began between the retail client and the manufacturing company.
How many stores do you currently have in Krasnoyarsk?
In Krasnoyarsk, there are currently three branded stores of the Caprice shoe network. Shops are located in large shopping centers: SEC JUNE, SEC Planet, Shopping Mall on Svobodny. In addition, Caprice shoes are presented in shop in shop format in three of our stores in Krasnoyarsk. In other cities of the region, the opening of branded stores is planned in the future.
Are these single or multi-brand shoe stores? If there are multi-brands, then which brands are still represented?
Today, multi-brand store formats are relevant, of course, in the Caprice company stores a collection of the WORTMANN group of companies is presented. Additionally, such European brands as Janita, Alpina, Portania, Aaltonen, Nord, Conhpol and others.
Who are your customers, your target audience, why do customers choose Caprice shoes?
The main target audience of Caprice stores is girls and women of 25-55 years. Men's shoes account for approximately 15% of the collection formed for the season.
Our customers choose TM Caprice shoes according to three main parameters: proven brand quality, high comfort and adequate pricing policy, formed by Caprice head office.
What direction in the assortment is now the most popular in your store: classic, sport, casual? What do you expect from Caprice in the new collections?
Classic and casual are the most popular. We expect that Caprice designers will keep up with fashion, the tradition of 2016 of the year will continue in 2017, and the new collections will be bright and stylish, as before, attention will be paid to fashion details and more youth models will appear.
Are there any plans to open a new store this year and when?
Yes, there are plans to open the fourth Caprice store as soon as a suitable site is found or freed.
How do you rate the results of your collaboration with Caprice?
Caprice company for us is a reliable, stable and trusted supplier of shoes, a friend and a business partner with a capital letter. We hope that we will build the future together.
How do you develop your retail business, what do you do to increase the efficiency of stores? What support is this from Caprice?
Our development strategy is an optimism strategy, we always try to keep up to date, we grind the assortment matrix, constantly train staff and management staff, remove advertising stories about Caprice stores. For each season we plan a full-fledged advertising company, which is supported by the Caprice head office, we independently produce videos, for this we have our own photo studio. Now we are introducing a completely new loyalty program, participating in competitions. For example, in the Planeta shopping and entertainment center in the New Year's design contest, the Caprice store took first place in the categories “Best New Year's Showcase” and “The Most Creative New Year Tree”.
What are the benefits of working with Caprice?
The main advantages include the following: meeting production deadlines, working to improve the logistics system, advertising support for stores and conducting specialized training for sellers.
What prospects do you see for the development of your company?
We see prospects in expanding the Caprice chain of stores, all the more so since 2017 is a jubilee year for us, we have been selling shoes of the German brand CAPRICE for 10 years.
Clarks: 200 years of quality, style and innovation
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Spanish footwear brand JOSE SAENZ debuts at Euro Shoes
Rendez-Vous has relaunched its wholesale business
EXTR4 - a new shoe brand from Italy at the EURO SHOES exhibition
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New brand in the SOHO FASHION portfolio – BEVERLY HILLS POLO CLUB
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associated with elitism, aristocracy and an active lifestyle.
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Rendez-Vous has relaunched its wholesale business
Now the discount on the assortment is up to 65% of the retail price.
Euro Shoes starts on February 18th in Moscow!
The main international exhibition of footwear and accessories will be held in Moscow at the Expocentre from February 18 to 21. The exhibition will present collections of leading European brands, both well-known in our market and new names!
Spanish footwear brand JOSE SAENZ debuts at Euro Shoes
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How to Conduct an Effective Strategy Session for a Shoe Business?
Every business owner imagines a cloudless future for their company something like this: high profits, ideal employees, loyal customers, competitors biting their elbows, and market conditions that are favorable specifically for their company. Want to get closer to your dreams? Turn them into goals, says fashion business management and development expert and regular SR contributor Maria Gerasimenko. And achieving any goals requires developing a strategy. Today, it is important to understand that strategy is vital for any business - from microenterprises to large holdings.
The 35th Euro Shoes exhibition took place in Moscow!
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Shoe factories in Russia are closing one after another
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Heading towards Moscow - development of the MASCOTTE chain in a new concept
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Sales through marketplaces. Growth points and pitfalls
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Trade equipment in a modern shoe and accessories store
For a very long time, commercial equipment was a purely utilitarian item of store interior. But those days are long gone, and today retail equipment is not just shelves, racks, tables, but one of the effective tools of visual merchandising, an integral part and reflection of the concept of retail design. In the previous issue (Shoes Report, #199), SR’s resident expert in the field of store building and commercial display design, Marina Polkovnikova, examined the main trends in retail design, which, in her opinion, shoe stores should pay attention to. These are minimalism, monochrome, natural and environmentally friendly materials in the design of shop windows and retail space, inclusivity and safety. These trends will be relevant in the next few years. Continuing the topic started, in this article Marina Polkovnikova gives recommendations on how to use retail equipment to create a trendy commercial presentation of goods in a store and, at the same time, a comfortable atmosphere for customers that encourages them to make purchases.
Current techniques in lighting a shoe store
Today, walking through the galleries of shopping centers, we see a variety of formats of offline stores. New concepts of retail spaces attract with an individual, memorable design. In a certain sense, they are an element of the show, a tool through which the buyer receives a new and interesting experience. Together with SR expert in the field of lighting technology in retail, Tatyana Ryzhova, we will look at current lighting design techniques for modern shoe stores, which we will see more and more often in new retail outlets in the near future.
How to differentiate yourself from competitors and earn more?
Online shoe sales are increasingly competing with offline stores every year, but they still cannot count on even a 20-30% share of sales on the Russian market. With rare exceptions, the cost of shoes on marketplaces is lower than in retail stores; for some reason, most buyers prefer to purchase a new pair, albeit more expensive, but personally choosing from the assortment presented on store windows and shelves. This illogical behavior of buyers can only be explained by the fact that each of them has individual characteristics when choosing purchases. SR expert on increasing sales in fashion Evgeny Danchev talks in detail about three options for a marketing strategy for positioning retail in the market, their advantages and benefits.
What decorative items can be used as retail equipment to effectively present shoes and bags?
More and more often, when we enter a fashionable clothing or shoe store, we see that for the presentation of goods they use objects that are unusual for a retail space - books, paintings, vases, mirrors... In previous issues with SR's resident expert in the field of visual merchandising, store building and commercial display design With Marina Polkovnikova, we analyzed current trends in store design, and in shoe retail in particular, for the next few years. The expert told how to use retail equipment to create a trendy commercial presentation of goods in a store and, at the same time, an atmosphere that is comfortable for customers and encourages them to make purchases. Continuing the topic started in the two previous issues, now let’s look at what other ways there are to update your store without changing it globally.
We are waiting for you at the Euro Shoes exhibition on August 26-29
The international exhibition of footwear and accessories Euro Shoes premiere collection starts in Moscow next Monday. Euro Shoes will be held in the capital's Expo Center from August 26 to 29 in alliance with the leading international clothing exhibition CPM Moscow. In one place and on the same dates, both exhibitions will bring together a large number of visitors, buyers and fashion industry professionals from Russia and the CIS countries.
MUNZ Group: Five common mistakes when searching for line personnel
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Global footwear production down by 1,5 billion pairs in 2023
According to statistics from the World Footwear Yearbook 2024, the annual analytical bulletin of the Portuguese Footwear Association, global footwear production fell by 6% last year to 22,4 billion pairs. And global footwear exports decreased by 9,1% year-on-year, to 14 billion pairs, writes Worldfootwear.com.
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.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
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.
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.
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.
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?