What brings the "bundle"
Related products allow not only to dilute the assortment in a shoe store and pleasantly please the buyer, without forcing him to puzzle over where to buy a suitable bag or shoe cream. They say that they sometimes make up a third of all sales.
Today, many shoe store chains, such as Centrobuv, Centro, Monroe, Econika, Westfalika, sell as accessories not only insoles, creams and sponges for shoes, but bags, underwear, gloves, umbrellas, and jewelry and even cosmetics.
The Kotofey brand of children's shoes launched the production of related products last year. Their range includes insoles, shoe care products, hosiery and tights, gloves, mittens, hats, scarves, backpacks, satchels, umbrellas, stationery. According to Andrei Kapusta, a marketing manager at Yegoryevsk-Obuv, the decision to supply Kotofey brand stores with related products was made in order to maintain their sales in the offseason and increase the average check amount.
Obuv Rossii GC started paying attention to related products since the 2010 of the year. A special unit was created in the structure of the company, and specialized branded zones of related products with an area of 30-40 by the time appeared in stores. m. To date, the direction of non-shoe products is represented by more than 1000 SKU. “In 2013, we sold related products for 865 million rubles, the share in revenue was 17%,” said Natalya Pauli, deputy director of public relations at Obuv Rossii. - This year we plan to increase the share to 20%. Associated goods - a high-margin product category, their margin on average doubles the margin for shoes. They also take up little space in the warehouse and in the store, but at the same time contribute to an increase in the number of contacts with the brand and an increase in customer loyalty. ”
Recall also that this summer, Obuv Rossii GC expanded its Westfalika Medical line up to 1,5 SKU by 60 times, adding hand creams, face scrub and accessories to the range. The new cosmetic line of hand leather care products includes five types of creams. But according to Natalia Pauli, the most popular category of related products is bags, today they account for almost half of the sales.
Related products allow not only to dilute the assortment in a shoe store and pleasantly please the buyer, without forcing him to puzzle over where to buy a suitable bag or shoe polish. ...
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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.
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.
We are ready for active development in the Russian market
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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.
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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.
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“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.
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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.
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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.
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