Lipstick effect or anti-crisis diversification
26.08.2015 13530

Lipstick effect or anti-crisis diversification

Recently, shoe and clothing brands, mainly foreign so far, have diversified their product lines with the help of decorative cosmetics.

For example, shoe designer Christian Louboutin will release a collection of lipsticks under his brand Christian Louboutin by fall. The luxury brand, famous for its red soles, began to explore the beauty segment last year. The start was the collection of nail polishes. The line included more than thirty shades. Bottles 20 cm high with caps similar to hairpins were sold at a price of $ 50 per piece, and in stores underneath they allocated an immodest in size space. Lipstick Christian Louboutin will be released in 36 colors, its price will be $ 90, and the case will resemble an Egyptian vessel, which can also be used as a pendant.

Over the past few years, Marc Jacobs, Michael Kors, Burberry, Dolce & Gabbana, Gucci and Tom Ford have joined the cosmetic lines of Chanel, Christian Dior, Givenchy.

Russian shoe brands, with the exception of Westfaliki, are in no hurry to explore the cosmetic niche, but the crisis and declining demand may make them pay attention to it. Indeed, women in a crisis, as Leonard Lauder noted, are not ready to spend large sums on a new wardrobe, but they are willing to indulge in a pleasant and less expensive trifle like lipstick or new mascara.

This is evidenced by the numbers. According to Euromonitor International, in 2014, sales of decorative cosmetics in the world grew by 5,6% and amounted to $ 58,59 billion. Of this amount, $ 21,2 billion brought funds for the face, $ 16,1 billion - funds for eye makeup, $ 13,9 , 7,3 billion for lips and $ XNUMX billion for lipsticks. The greatest growth was seen in varnishes. Specialists explain this by the fact that manicure today has almost turned into a separate fashion accessory.

Recently, shoe and clothing brands, mostly foreign ones, have diversified their assortment lines with the help of decorative ...
5
1
Please rate the article

Materials on the topic

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 established pattern of communication with the buyer, Andrei Chirkarev, a business coach ...
26.08.2013 154947

Does an online store need omnichannel?

According to experts, the assortment of offline and online stores should be different, because their target audience is different. What is the difference between the target audiences of a regular retail store and its online clone? Is omnichannel necessary...
10.10.2023 2651

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 ...
10.05.2023 5305

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 gives a step by step guide to…
02.05.2023 4670

How the buyer makes a purchase decision and psychological methods to influence it

In one of his previous articles, Evgeny Danchev, a permanent expert and author of our magazine, spoke about the psychological profile of a sales assistant. It was about the effective selection of applicants for the vacancy of a sales assistant. Far from...
29.03.2022 13936
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning