Sales of the spring collection shifted to the second quarter of the year

With the arrival of spring heat, sales are reviving, shoe retailers ascertain. In particular in the retail network GC "Shoes of Russia" in the first quarter of 2018, the group’s comparable sales decreased by 10,9% compared to sales in the first quarter of 2017 (a comparable number of checks decreased by 12,9%). The company believes that the reason for the decline in comparable sales was a long winter in a significant part of the Russian Federation, and a shift in the beginning of the spring season. “Sales of a large part of the spring collection have moved to the 2th quarter of 2018,” says the Obuv Rossii GC press release on the group’s first quarter results.

Shoes from the Geox Spring-Summer'X Limited Collection18

Other shoe retailers celebrate the disastrous start of the year. “We will not hide the fact that due to weather conditions and the late arrival of spring, sales in the first quarter of the 2018 year have significantly failed, and are estimated below the set plans for the 2018 year, and at some points of sales even lower than the 2017 year,” says the marketing director PR of the Russian division Geox Julia Dutyay. “However, with a sharp improvement in the weather in early April, sales immediately jumped to the highest level - an increase over last year by more than 50%. So we can say for sure that business is affected by climatic conditions. "

Advertising image of the Econika shoe collection spring-summer'18

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The influence of weather on sales is also discussed in the shoe retail "Econika". “Our product is footwear and accessories, so sales are highly seasonal. In February, we start window dressing for the new summer collection. Stores are getting rid of the fall-winter collection, and a small offer remains within the framework of the sale. Consumers still find it difficult to perceive summer models in February, when it is snowing outside, but despite this, we notice that if a shoe model is very pleasant, being open or out of season, it is still bought within a month, and it becomes a hit ... Therefore, in spring, sales are more or less stable, although we noticed a slight decrease in traffic, apparently related to weather factors, with a difficult political situation, and elections. As soon as a stable warming was established, the dynamics of sales became positive compared to the previous year, and consumers began to actively buy the new collection, ”says the marketing director "Econika" Irina Zueva.

In a large shopping and entertainment center in Moscow, AFIMALL City noted an increase in consumer traffic in March. According to statistics from Watcom Group, an expert in visitor flow analysis, in March SEC “AFIMALL City” visited by over 3 million people. This is by 16% more than the number of visitors in February.