It's no secret that shoe sales are highly dependent on the weather. The end of May and the beginning of June this year were rainy, and consumers were in no hurry to buy summer shoes, but their interest in galoshes was naturally growing. Demand for galoshes Swims grew by 20%.
A significant structural shift in sales, due to the influence of cold weather in early summer, is noted in the network of shoe stores Econika. “The main typology of the season - open summer shoes - did not begin to be sold on the dates that usually peak its sales. The main sales are formed by models of closed typologies (shoes, low shoes). It is clear that sooner or later the heat will come, but clients are already psychologically waiting for discounts. In fact, the market has come to a situation where the pent-up demand for seasonal goods practically coincides with the beginning of seasonal sales, ”comments network sales manager Econika Nikolai Moskovkin.
In the network of the Spanish brand of shoes of the mid-price segment Camper also note the impact of weather on the sales of their collection. “In the rain and cold, people come for closed models and dark shades, as soon as the sun comes out, the demand for open and bright summer models increases. However, if we are talking about best-selling models, they are sold both in the rain and in the heat. We are not complaining, since open sandals are somewhat cheaper than closed shoes, says Brand Manager specializing in promotion and branding Camper Russia and Ukraine Ekaterina Margulis... In general, according to her, sales of the brand's summer collection have grown in relation to last year. One of the reasons is the decrease in prices in accordance with the euro exchange rate for Camper shoes in Russia, which occurred at the beginning of the season. “A week ago we started sales, and at the moment the demand is kept for any model, regardless of the weather,” says Ekaterina Margulis.
"Sorry! True, we have nothing to do with sponsoring such weather! - representatives of the Russian office of the Norwegian company apologize on the page swims. The main products of the company are rubber shoes (boots, galoshes, moccasins, boots and sneakers), and despite the rather interesting design of the model, this shoe has its own specifics, it is functional and ideal for protection from rain, puddles and slush. And if, in the words, CEO representative office of SWIMS in Russia Kristina Shakhova, previously the “galosh” season was considered closed in April at the company, this year it confidently lasted until mid-June.
“The demand for waterproof shoes, galoshes and umbrellas has grown. We estimate the increase in sales growth of galoshes by 20% in relation to models from the summer collection, ”notes Kristina Shakhova. - Just two years ago, we considered the “galosh” season closed in April. But in recent seasons the situation has changed dramatically, as evidenced even by statistics of cloudy and rainy days. In June of the 2015 of the year, according to statistics, by the 20 of the month there were only 6 of cloudy days with short and heavy rains; in the same period, but in 2016, there were 11 of such days, and in the current month there are already 12 and the rain intensity has increased. We estimate the increase in sales growth of galoshes by 20% in relation to models from the summer collection. In general, over the past two years, sales of galoshes have grown. The product, which used to be strictly seasonal and needed it for a certain period: from September to the end of November and from the end of February to April, became popular all year round. In winter, they save shoes from reagents and slush, in the summer from endless rains, ”says Kristina Shakhova.
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