Recipe for success
For several years, SOHO Fashion has been one of the largest distributors of premium brand shoes in the Russian market. The company annually sells through various sales channels more than half a million pairs of shoes.
The company provides a leading position in the premium segment of the market by attracting well-known global brands to its portfolio that are most in demand among customers: Clarks, Gant, Marc O'Polo, Diesel, EMU Australia, Napapijri, Porsche Design, Bikkembergs and others.
Despite the difficulties associated with the crisis in the economy, the company does not stand still, giving preference to development in several areas at once. On the one hand, the company pays special attention to the distribution area, and on the other hand, invests in retail development. According to Jacob Treskov, founder and head of SOHO Fashion, in 2016, the company optimized its brand portfolio, focusing on market requirements, and began to work with brands that demonstrate high levels of sales in foreign markets and have the best consumer characteristics in their segment - such like EMU Australia and Diesel.
As for the retail business, SOHO Fashion is not only actively developing its own retail network, but also supports partners who even open single-brand stores of SOHO and Clarks projects even in times of crisis. So, in 2016, SOHO Fashion’s own retail chain increased due to the opening of the Clarks single brand in the Golden Babylon Rostokino shopping center, the SOHO store in the Hudson shopping center and the boutique in Outlet Village Belaya Dacha.
An important direction in the company's plans is to increase its presence in regional markets. Last May, SOHO Fashion launched its first joint venture with a regional partner in Yekaterinburg, which operates two stores: SOHO and Clarks in Greenwich Shopping Center. In the future, it is planned to increase the number of stores in Yekaterinburg to six, and also start working in other cities in the region.
In addition, SOHO's own regional network has expanded through the acquisition of stores from partners in Tyumen and Arkhangelsk.
But not only the quantitative growth of the network is inherent in the company's anti-crisis strategy: SOHO Fashion management constantly analyzes the assortment, develops new services for customers, works out ideas for creating new store formats and single-brand projects that are not yet on the market.
For several years, SOHO Fashion has been one of the largest distributors of premium brand shoes in the Russian market. The company annually sells through various sales channels more than half a million ...
Editorial Office Shoes Report
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