French stroke
The French pavilion, presented at the MosShoes exhibition from September 28 to October 1, gave Russian buyers an opportunity to look at French shoe fashion through the prism of many desires. Desire for comfort with low-heel Gep sandals and soft Samson sandals, desire for luxury with transparent Azuree shoes, desire for home comfort with soft Rondinaud slippers or lavender Wapiti, desire to travel with flexible TBS, desire to move with sporty Méphisto, desire to return to childhood along with toy Noël.
Text: Maria Vostokova
According to the organizers of the pavilion of the French Federation of Footwear and the Mission for Economic Affairs of France, desire is “a landmark word for the 2010 summer season, thanks to which you can look at French fashion differently”.
This season 10 of the French companies represented their wishes at the exhibition: Azuree, Gep, Mephisto, Noel, Pindiere, Rondinaud, Samson, Sledgers, TBS, Wapiti. They all exhibited collections of various styles and functional areas: from exquisite and luxurious shoes of a high price segment, casual shoes and sports collections loved by active residents of megalopolises, ending with comfortable home slippers and children's colorful shoes.
Newcomers to the French Pavilion included TBS and Wapiti. The first one last season acted as an independent participant in the exhibition, but eventually joined her compatriots. “This year we decided to enter MosShoes as part of the French Pavilion, as the practice of other companies has shown that it is more effective,” says Stephan Kuran, export manager of TBS. - Every year we start our exhibition season with a Paris exhibition. We continue it on GDS and MICAM. MosShoes is the fourth presentation for us, an opportunity to introduce ourselves on the Russian market. " TBS is lucky in the main. Unlike most of her colleagues in the pavilion, she already has a representative in Russia and is sold in large retail chains, for example, in City-Obuv. TBS prioritizes sports footwear, including sailing footwear. “Russia is a big country and there is where to prove yourself,” continues Monsieur Couran. “We consider our Russian customer to be cultured, educated and elegant. Good taste, love of beauty - that, in our opinion, unites France and Russia. That is why we offer the customer only the best quality. ”
The peculiarity of TBS shoes is a polyurethane sole, which gives special flexibility to shoes for sports and outdoor activities. At the same time, the sneakers comply with all the ergonomic features of the foot. Nevertheless, Mr. Kuran sadly notes about the quantitative decrease in orders: “Apparently, the time of crazy orders has passed. Customers are more discerning today. The new economic situation, in which we all found ourselves, has put a lot in its place, - continues Stefan. - Some brands have left the market. For example, those that did not produce a very high-quality product, or those that illiterately positioned themselves on the market. "
The second newcomer of the pavilion - Wapiti - speaks more categorically about the market situation: “Slippers are always needed”. The basis of the assortment of the brand is “footwear for comfort and well-being”, in other words, home shoes and slippers. Particularly interesting among them is the so-called series of "authentic" home shoes made of environmentally friendly material with extracts of lavender oil, aloe vera and bioceramic capsules. Home shoes also include youth high-top sneakers, originally designed to be worn indoors. However, as Wapiti admits, at the request of some buyers, the brand will slightly modify the model, putting it on a thicker sole, which will turn the sneakers into a full-fledged street shoe.
Hello Kitty home shoes have been re-introduced by Rondinaud this season. “We have been manufacturing footwear for over 50 years,” the company says, “and we are very interested in the Russian market. First of all, because such shoes will be popular here. The Hello Kitty brand is known and loved in Russia. Our company has entered into a license agreement with the copyright holder, which also works for Russia. " The company admits that, despite the brightness of the collection, few are seriously interested. This is partly due to the price, which is significantly inferior to Russian home shoes. The approximate retail price of the products starts at 600 rubles. Therefore, no matter how the company wants to enter Russian supermarkets, for example, Auchan (by the way, Hello Kitty slippers are successfully sold there in France), it will be relatively difficult for it to do so in practice.
Another French company that deserves special attention is Azurée. Specializes in evening shoes, which can hardly be called ordinary. Azuree sews transparent, invisible shoes from three-layer vinyl, which stretches under body temperature and completely follows the shape of the foot. In Azurée, they say that guests of the Cannes Film Festival love such sandals, primarily because the shoes do not distract attention from luxurious evening dresses. Due to their transparency, the shoes help to create the impression of lightness and gracefulness of the gait, and the crystals and rhinestones with which they are decorated add mystery and make you hold curious glances on the shoes. Oddly enough, in Russia Azurée shoes are presented not in the Central region, but in the Rostov region. According to the Russian representative of the brand, fans of such non-standard sandals have already appeared in the region. And if at first they caused a shock, then today they are already beginning to get used to them and usually buy after the first fitting.
Nevertheless, despite the positive attitude of the French Pavilion exhibitors, this year there were slightly fewer of them. Representative of the French Federation of Footwear in Russia Katerina Mamatova believes that this is by no means related to the falling interest in the Russian market among French footwear producers: “Many companies are still looking at the new economic situation, defining their guidelines and tactical actions in the new market. We expect that next time the French Pavilion will be replenished with other exhibiting companies, including newcomers. "
Euro Shoes was a huge success in Moscow
We are waiting for you at the Euro Shoes exhibition on August 26-29
The business program of the EURO SHOES exhibition will take place on August 28
Euro Shoes starts in a month in Moscow!
Euro Shoes will start operating on February 19 in Moscow!
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.
EXTR4 - a new shoe brand from Italy at the EURO SHOES exhibition
Imagine a world where the barriers between urban style and athletic performance disappear, where shoes become more than just an accessory, but an integral part of your personality and lifestyle. This is the world of EXTR4, a new shoe brand from Italy created for men and women who live active, full lives.
How to determine the effectiveness of a shoe business
Today, most entrepreneurs calculate and analyze their business performance indicators. However, about 30% either do not do this or do not understand anything about it (but would like to understand this issue and start working with performance indicators). Maria Gerasimenko, an expert in the field of fashion business management and development and a regular author of SR, has prepared material especially for the readers of the magazine about what business performance indicators to rely on, how they help, how to calculate and control them so that the profitability of your business does not fall below 10%. After all, as you know, the rule of a bank deposit says: "If your business brings less profitability than a bank deposit, then it does not make sense."
Euro Shoes was a huge success in Moscow
The international exhibition of footwear and accessories Euro Shoes premiere collection was held in Moscow from August 26 to 29 at the Expocentre. Organizers and participants of the professional exhibition note the high level of attendance and business activity. Euro Shoes has once again become a center of attraction for professional buyers from different cities and regions of Russia and from the CIS countries.
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 (area more than 400 m²). By the end of 2024, openings are planned in the Botanica Mall mixed-use complex on the 1st floor (area more than 400 m²) and in the ODIPARK shopping center on the 1st floor (area more than 300 m²). In 2025, the brand plans to continue to expand its network of branded salons in a new concept through consistent and methodical openings in new shopping centers and rebranding of current salons with relocation to larger areas.
MUNZ Group: Five common mistakes when searching for line personnel
Mistakes in personnel selection are costly for companies. The time spent on searching, the investment of money in organizing recruitment and the lack of salespeople in the store increase the value of each correctly selected employee and increase the cost of an error. Munz Group HR Director Ekaterina Ananenkova talks about the most common mistakes.
Euro Shoes will be held in pavilions 2.5, 2.6 of the Expocentre Fairgrounds
Dear partners!We inform you that the Euro Shoes premiere collection exhibition will be held from August 26 to 29 at the Expocenter, pav. 2.5 and 2.6.
Time-tested and new collections
PETER KAISER SPRING/SUMMER 2025
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The business program of the EURO SHOES exhibition will take place on August 28
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HIT OF THE SEASON: THE MOST CURRENT MODELS FOR SUMMER FROM THE GERMAN FOOTWEAR AND ACCESSORIES BRAND TAMARIS
The German brand Tamaris presented the Hot summer line with light and weightless models that are ideal for the hot season.
PETER KAISER IS BACK! The oldest shoe brand in Europe will again be presented in Russia, Caprice Vostok CEO Viktor Kunz spoke about this in an exclusive interview with SR
"Peter Kaiser is back!" – with this slogan, the German brand Caprice opens the spring-summer 2025 season. At the end of December 2023, it became known that Caprice acquired Peter Kaiser, one of the oldest, rich in tradition and most respected shoe brands in Europe. Caprice will continue the unique history of the Peter Kaiser brand and retain its essence. The new owner promises to maintain maximum comfort and quality of shoe materials, a younger audience will be attracted, and prices will become very attractive. “In the mid-price segment, Caprice and I offer excellent value for money. Thanks to the Peter Kaiser trademark, registered in more than 70 countries around the world, we will be able to position ourselves in a higher price segment. The lower and luxury segments are dominated by vertically integrated suppliers. The segment with the greatest potential for our non-vertical partners is in between. This is where Caprice and Peter Kaiser will be positioned,” says Managing Director of CAPRICE Schuhproduktion GmbH & Co. KG Jurgen Kölsch.
Working with an active audience on Telegram and VKontakte. Mistakes brands make when moving to new local social networks
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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.
Effective methods that will help improve the effectiveness of sellers
Many store managers face the problem of staff burnout who work on the sales floor. Previous motivation schemes for salespeople - “salary +%” no longer work today, and therefore new ways are needed to motivate employees to work better, more and sell more effectively. SR expert in fashion business development management Maria Gerasimenko shares her knowledge and tells what motivation schemes are effective today, how to implement a new motivation program and accustom a sales team to it.
Health and comfort in Relax Anatomic dress shoes
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CAPRICE acquired PETER KAISER, one of Europe's most traditional footwear brands
Shoe manufacturer CAPRICE from Pirmasens has acquired the PETER KAISER brand, one of the oldest and most respected women's shoe brands in Europe. Caprice will continue the unique history of the PETER KAISER brand and preserve the essence of the brand. At the same time, maximum comfort and quality of materials will be maintained, a younger audience will be attracted, and prices will become more attractive.
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 meeting place for fashion brands and buyers.
A new look at Giotto. Interview with the head of the company Vladimir Timofeev
The corner of the Russian women's shoe brand Giotto in the fashionable metropolitan department store Trend Island became the first application of a famous Moscow shoe factory to develop and promote its own brand. Until now, the company has focused on sewing shoes for third-party customers and large retailers. Shoes Report spoke with the head of Giotto, Vladimir Timofeev, about its new strategy and the prospects for domestic production.
How the mule became a mule. A very feminine and relevant model of women's shoes today appeared in ancient Rome.
We continue the joint educational and educational project of Shoes Report magazine and the State Historical Museum (GIM), dedicated to the history of shoes and shoe craft. Women's mule shoes are fashionable footwear for rich city women for going out. The pointed-toed shoe was cut equally for the left and right feet, had a high heel and a durable sole covered in leather. Where did the fashion for mule shoes come to Russia?
How to correctly apply category management when managing the assortment of shoes for the marketplace
The assortment management tool “Category Management” is gaining momentum, and almost every fashion businessman has either implemented category management or outlined a plan for its implementation. Category management (CM) is exactly the tool that is useful offline and can guarantee an increase in sales in this direction. But is it possible to apply and implement CM to work with assortment on marketplaces? The question is answered by a regular author of SR - an expert on work and assortment management in fashion retail, analyst and consultant Emina Ponyatova.
The Euro Shoes@CAF exhibition will be held in Almaty
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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?