Why should malls teach their stores the basics of merchandising?
Even 5-6 years ago it seemed that the era of huge shopping and entertainment centers that had begun had never ended. Projects became more and more large-scale, only Aviapark, Metropolis, Riviera and other mega-malls were opened one after another in Moscow. But today, their unshakable positions are shaken, some experts in the retail real estate market believe: in the United States, a sharp decline in consumer interest in malls has begun, which could affect Russia, and then in the coming years, the interest of buyers and tenants will switch to small format shopping centers and street retail. But no matter what the size of the shopping center, its tenants, who bring the main income - retail stores - need to work more competently with their windows and internal retail space in order to attract buyers and sell their goods. The administration of shopping centers needs to teach tenants the basics of visual merchandising, product presentation and window dressing, says Anna Balandina, SR expert in visual merchandising.
Anna Balandina - owner of visual communications agency VM Guru, market expert in visual merchandising and store design.
@anna_balandina_vmguru, @vm_guru, www.vmguru.ru
Trading retail is going through really hard times today, and you can’t argue with objective data. Firstly, against offline - the growth of fashion-online trading in Russia in 2018-2019. According to RBC, only in 2018 the share of online shopping grew by 24%. Some consumers nevertheless go online, and there the fashion segment is one of the main growing and rapidly developing segments after consumer electronics, clothes, shoes and accessories are the second category of goods that are readily purchased on the Internet.
The second negative factor for offline trading is the trend for informed consumption: today's consumers, especially young ones, will prefer traveling and learning to buy fashionable goods. In addition, in Russia, due to the reduction in real cash incomes of the population after the crisis of 2014, from the consequences of which we have not recovered, the purchasing power of citizens has significantly decreased. In 2019, household incomes fell by 11,4%, according to RBC, while prices rose by more than 35%. The third negative factor is that the savings model of consumption is maintained and the life of durable goods has increased. If before the shoes were worn for 1-2 seasons, now 3-4 and even more.
Shopping Center - Magnet
Modern shopping centers have become centers of attraction and relaxation, a magnet for people who go there not only for shopping, but also just to spend time. But people who come to the mall to recharge their emotions and have a meal do not always become visitors, and even more so shoppers (such traffic was even given the corresponding name - “spurious”).
In order to attract and interest such visitors to the shopping center, the retailer must use the tools of visual merchandising (VM) and shopping design. We are experiencing a new stage in the development of shopping, when in order to compete with online, any store, especially a shopping center, must create emotions and impressions for visitors, interact interactively with them.
It is important to learn how to fall in love with the buyer in your brand, and for this you need to constantly interact with him - first of all, visually, because the new, young generation perceives information through pictures, through the most vivid, understandable visual language: store images, emotional, correctly decorated showcases selling light, the entrance area, which would drag the buyer into the store, and a commercial presentation of the goods. Here are the tools that positively affect traffic, to get in and buy something. Well, of course, it is necessary to fully work out all the trading space with the help of VM tools: create magnet zones inside the store, highlight presentation zones (stop-tables, podiums, etc.). And it is very important that you have a competitive product that cannot be bought online 30% cheaper (now young buyers are comparing prices for clothes and shoes online and offline).
Teaching retailers the basics of VM and the profitability of a shopping center
Why should the management companies of the shopping and entertainment center train their tenants, in particular shoe stores, in the basics of VM, window dressing? Because this is the key to success, the effectiveness of the retail business, and therefore the profitability of the shopping center itself.
No matter how spectacular and attractive the shopping center itself - its retail space, food courts, entertainment for visitors - all the same, shops bring the main money of the shopping center. The modern lifestyle philosophy of shopping says: if shopping centers are not attractive to consumers, they will choose another shopping center where you can recharge with impressions and where the corresponding stores are, or go online for emotions, where there are games, series and other virtual entertainment.
Our experience with fashion brands, especially in regional shopping centers, shows that owners of small shops, small retail brands often just don’t know how to make their outlet attractive and modern using VM. They never learned this from professionals, do not have system knowledge in the field of VM and showcase (and this is the real science that needs to be studied) and do not understand what to do in the current situation, so that the buyer goes to them, and how the visual frame for the brand. Or they see how strong brands are developing, what beautiful showcases, installations and presentations of goods they have, and try to copy everything, which for various reasons will fail. In general, it is a dead end, expensive and inefficient.
In order to create a shopping center, which would become a point of attraction in the city or in its area, of course, synergy is important - the joint work of the mall management and the tenant. The management of the shopping center, as an elder brother, should guide its tenants in the right direction, ask them the right vector of movement, train, because, again, today's customers come to a modern, interesting shopping center for emotions, but no matter how hard the shopping center tries to, if If there are unattractive stores that repel buyers, buyers will not return to such a shopping center. Not only large shopping centers, but also regional, district shopping centers should invest in the training of their tenants, because the cost of a 2-3-day group training is not commensurate with the effect that the management company / management of the shopping center will receive from this. Comprehensive training for tenants is also necessary in order to give them an impetus for development, and my experience confirms this.
Today, VM’s marketing strategies and tools are changing very quickly, being developed under the rapidly changing trends of consumer preferences. In this regard, the design of stores adapts to the tastes of consumers, it is created taking into account the tastes of the target audience. Stores should update their design concepts every five to seven years, again, to please shoppers. And, of course, you need to competently and professionally arrange shop windows, entrance areas, seasonal collections, so that the goods are sold, and buyers come to you.
Should a shoe store spend money on digital screens?
Mistakes in the lighting of the sales area that spoil the impression of a shoe store
Technical aspects of display space and current trends in its design
Design rules for a shoe and accessories store
Pandemic-influenced visual merchandising transformation for shoe and accessories store
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 launches.
“Discount for repairs” of clothes and shoes in France supported workshops
The French have calculated the benefits of a program that encourages consumers to repair clothes and shoes by providing discounts on these services in certified workshops. The “repair discount” program began operating in France in November last year. Over the six months of operation of this program, the number of calls to repair shops in France increased 10 times and amounted to 250 repairs. The French saved 000 million euros, writes leparisien.fr.
Coach turned to Big Data analysis and won the interest of a young audience
American handbag brand Coach has planned the success of its Tabby model among a younger audience, Generation Z, by turning to big data analysis, abandoning traditional and analogue tools, such as human intuition or the ability of any executive to sense “which way the wind will blow,” writes B.O.F.
IDOL updates the concept
The IDOL brand, part of the Melon Fashion Group portfolio, opened the first flagship in an updated concept in the Aviapark shopping center in Moscow.
Why is it so important to work with customer reviews, analyze them and use them in your work?
Customer reviews are of great, invaluable importance when selling a product. However, many companies do not always understand this: they do not collect reviews, respond only to positive ones and do not work with negative ones. This is a big mistake and omission of the brand. In this article, together with SR digital marketing expert Tatyana Vasilyeva, we understand the intricacies and nuances of working with customer reviews and explain why it is worth paying attention to your customer reviews, and how this can increase your sales.
Louis Vuitton opens a new factory in Italy
Louis Vuitton has opened its second shoe factory in Italy. After opening the first one in Fiesso d'Artico in Veneto, the LVMH flagship brand has just opened a new production site dedicated to this category of footwear in the industrial zone of Civitano in the Marche region. There is also another brand production facility in Tuscany, where bags and leather accessories are produced, writes fr.fashionnetwork.com.
The Euro Shoes@CAF exhibition will be held in Almaty
From March 11 to 13, the Euro Shoes@CAF (Central Asia Fashion) exhibition will be held in Almaty at the Atakent exhibition complex. The exhibition, which is the largest international event in the fashion industry in Central Asia, will present collections of clothing, shoes and accessories.
VAGA SHOES is a new participant in the Euro Shoes premiere collection
The Russian women's shoe factory VAGA SHOES will take part for the first time in the international exhibition of footwear and accessories Euro Shoes premiere collection in Moscow.
Euro Shoes will start operating on February 19 in Moscow!
The winter session of the international exhibition of footwear and accessories Euro Shoes premiere collection will be held in Moscow at the Expocenter from February 19 to 22. The organizers promise the presence of all the main participants at the exhibition, as well as new names from Europe, Asia and Russia.
American buyers couldn't buy Birkin bags and sued Hermès
French fashion house Hermès is facing a lawsuit in California from two customers who were unable to purchase exclusive Birkin bags. The fashion house is accused of unfair commercial practices.
John Galliano and Christian Louboutin created the Tabi collection for Maison Margiela
Maison Margiela creative director John Galliano and French shoe designer Christian Louboutin released a shoe collaboration that was included in the Maison Margiela Artisanal spring 2024 couture collection. The design duo created six versions of the Tabi shoe. All shoe models in the collection have a split toe - a characteristic touch of the signature Tabi shoe model of the Maison Margiela brand. And Christian Louboutin gave the shoe its signature red sole.
Why Rendez-Vous and Yandex Lavka released a “bread bag”
Shoe retailer Rendez-Vous announced the launch of a spring collaboration with Yandex Lavka and released a roll that resembles the shape of a woman’s handbag. This “Bread Bag” is presented in the Yandex.Lavka application at a price of 249 rubles. On the product packaging there is a promotional code for 1000 rubles, which can be spent in the Rendez-Vous network.
Camper has released innovative sneakers - designers
Spanish brand Camper's new Roku sneaker features six interchangeable components to create up to 64 different looks and color combinations. Roku means "six" in Japanese.
Christian Louboutin presented a collection in a cowboy style
At the Loubi Show in Paris, the French luxury brand Christian Louboutin presented its fall 2024 collection, following the trend - in the style of the Wild West. It included cowboy boots and rhinestone loafers.
Fashion Week takes place in Moscow
Fashion Week takes place in the Russian capital. Events include fashion shows, markets where you can purchase clothes, bags and accessories, and a B2B Showroom for fashion industry professionals.
Fashion trends Fall-Winter 2023/24 for commercial footwear purchases
Permanent contributor to Shoes Report. Elena Vinogradova, an expert in sales and purchases in the fashion business, prepared an overview of the trends for the autumn-winter 2023/24 season especially for us.
MSCHF and Crocs launch "Big Yellow Boots"
Creator of the Big Red Boots, Brooklyn brand MSCHF has teamed up with American plastic clog and sandal brand Crocs for another oversized shoe. The new Big Yellow Boots will go on sale on August 9th.
Five rules of professional lighting for a shoe store - something that is relevant in any season
When developing a lighting concept for shoe retailers, it is important to take into account not only the history of the brand, the architectural content of the premises, the target audience of the stores, but also the seasonality of the goods. With the onset of the cold season, client preferences change: bright weightless shoes are replaced by more massive models in discreet dark colors. Despite significant differences in summer and winter collections, the overall philosophy of the brand, its recognition should remain unchanged at any time of the year. Tatyana Ryzhova, an SR lighting expert in fashion retail, has identified five basic rules for a competent lighting concept for a shoe store for readers of the magazine, which will help to present winter assortment to customers in a winning way.
Bertsy: what to look for when choosing a model
Bertsy and tactical boots are becoming more and more relevant footwear, and not only because of the start of the hunting season. In Russia, there are several dozen enterprises producing this type of footwear. Oleg Tereshin, Deputy Chief Technologist of ZENDEN, told Shoes Report about the differences and features of ankle boots and what you should pay attention to when buying them in specialized retail and online.
I doubt and object: how to find an approach to difficult clients?
How good and serene would be the work of a salesperson if the customers were calm, cheerful, always knew exactly what they wanted, and bought, bought, bought! It is a pity that this is possible only in dreams. Therefore, we will not dream, but we will act. Together with Maria Gerasimenko, a permanent author of SR, we understand the doubts and objections of buyers and build a strategy for working with them. Our expert pays special attention to the two main objections of buyers, on which 82% of sales are lost.
EURO SHOES presents an updated section of the GLOBAL SHOES exhibition with collections of shoe and bag brands from Asian countries
EURO SHOES premiere collection is expanding. Along with the traditional pool of leading European footwear brands from Germany, Spain, Italy and Turkey, several dozen footwear and bag brands from the Middle Kingdom will be presented in the GLOBAL SHOES section at the Moscow Expocentre from August 29 to September 1.
Two prominent Russian fashion designers Vyacheslav Zaitsev and Valentin Yudashkin passed away
One after another, two days apart, Vyacheslav Zaitsev and Valentin Yudashkin, outstanding fashion designers, whose work for the whole world was a kind of hallmark of fashionable Russia, left this world.
World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels
The Portuguese association of shoe manufacturers APICCAPS published the 13th edition of the international statistical bulletin World Footwear Yearbook for 2023, according to which in 2022 the production and export of shoes worldwide increased by 7,6% and 9%, respectively, and the world production of shoes reached 23,9 billion couples and returned to pre-pandemic levels.
Rostov footwear brand Novak presented a collection of sneakers and sneakers
In the spring-summer 2023 season, the Rostov-on-Don shoe brand Novak presented a cute collection of sneakers and sneakers for every day. The upper of the shoe is made of genuine leather, suede, nubuck, the sole is made of light EVA.
How to create selling visual content for online based on the identified unique selling proposition?
What is a USP (unique selling proposition) and what is it for? Why is the USP creation service in great demand among fashion retailers today? How to create a working USP? Answers questions and provides step-by-step guidance on how to define your unique selling proposition and work with it to increase online sales, Tatyana Vasilyeva, an SR expert in the promotion and development of fashion brands.
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.
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.
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.
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?
