Early sales are not effective
Last summer, sales in shoe stores began very early - from mid-June. Do retailers plan to follow the same strategy in the fall, given that the market during this period traditionally “freezes” before the start of New Year's hype? How do they plan to stimulate sales - by creating “unique offers” or by direct discounts “minus 20%”?
“We believe that early sales can be expected from retailers who sacrifice margins in favor of getting funds as quickly as possible,” said Stanislav Koloskov, Director of Marketing and Advertising, ALBA. - Already, some sellers have officially launched the discount season and are announcing special prices with a discount of up to -30% for the new collection, thereby driving the entire category (shoes and accessories in particular) into difficult conditions when all players have to adapt to the same discount conditions in damage to one's own marginality. In the end, the consumer will finally get used to the very fact of permanent sales, which will lead to a strong drop in sales at full price. The consumer will simply wait for the discount, and such trends already exist. For our part, we will try to stay within the framework of the planned mark up and launch the official sales season closer to mid-autumn. ”
According to Natalia Sokolova, marketing director of RALF RINGER, discounts are a necessary measure, resorting to which retailers are forced by weather conditions. “If sales are low, then everyone waits for a while, looking at each other, and then, through a chain reaction, they launch promotions and sales. In the current season, the beginning of autumn turned out to be warm, so brands have already begun to offer discounts in one form or another. In my opinion, an early sale (for example, 20% for everything) is not very effective - it is better to use this format for presale. Therefore, for example, we managed to launch the motivating campaign “20% for the second pair” twice, each of which lasted three days, capturing the weekend. Each time, sales growth was around 20%. ”
Last summer, sales in shoe stores began very early - from mid-June. Do retailers plan to follow the same strategy in the fall, given that the market during this period is traditionally ...
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How the buyer makes a purchase decision and psychological methods to influence it
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Nike has released sneakers for baby's first steps
The American sports brand Nike presented a new product in its children's collection - Nike Swoosh 1 sneakers, designed for babies taking their first steps. The shoe features Nike's signature seamless FlyKnit upper, supported by a lightweight, flex TPU outsole for stability and traction.
The Street Beat network presented a new model of sneakers from its own brand collection
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Adidas Gazelle sneakers made from hemp
Following on from Adidas' 200-pair mushroom leather sneaker in collaboration with sneaker designer Sean Wotherspoon, comes a new vegan version of the Adidas Gazelle designed by the same designer.
Who will speak at the 7th World Shoe Congress in Istanbul
The World Shoe Congress, which will be held in Istanbul at the Wyndham Grand Istanbul Levent Hotel on November 8 and 9, will address the most pressing topics that concern the development of the footwear industry today. Under the general thematic title “Changing the Future”, congress speakers will discuss new business solutions, sustainable development and circularity, as well as the future of work.
The production of felt boots and their varieties is growing in Russia
According to the “Honest Sign” labeling system, over 9 months of this year more than 670 thousand felt boots were produced in Russia. The increase in production volumes of these shoes in the third quarter of 2023 was 62% compared to the figures for the second quarter of 2023 and amounted to 302 thousand pairs.
Over the nine months of 2023, the volume of online sales in the Russian Federation increased by 23%
The volume of online trading sales in Russia in January-September 2023 increased by 23% compared to the same period last year and amounted to 4,3 trillion rubles, TASS reports citing the press service of the Association of Internet Trade Companies (AKIT).
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.
What to consider when expanding the assortment of a shoe store to include clothing
2022 was a turning point for everyone and brought strong changes to all industries. Suppliers, manufacturers, the raw materials market, logistics, even software and familiar means of communication began to require a new approach and elaboration. Let's discuss the main trend in fashion retail on the Russian market - expansion of the assortment through related product groups. The point is that shoe companies have begun to actively move towards clothing and accessories, and clothing manufacturers are looking at shoes as a point of growth. With SR expert Emina Ponyatova, we will analyze the key pros and cons for shoemakers moving towards expanding their product range or planning to do so.
How to implement sales funnels in the shoe business
Attracting customers and retaining them is the most important driver of sales growth in any business. Typically, companies allocate an advertising budget as a percentage of total revenue. On average, this percentage varies from three to five. And if the company has a profit, and the owner is satisfied with everything from the point of view of development, such a model has a right to exist. But if the business is not profitable, then it will be difficult to change anything without implementing a sales funnel. SR sales expert Evgeniy Danchev tells how to implement such an effective tool as sales funnels in shoe retail.
Another European patent for CAPRICE
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Crocs and Levi's have released a limited collection of denim Crocs
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Results of the round table of shoemakers with the Ministry of Industry and Trade of the Russian Federation, CRPT, NOBS and Wildberries
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Aroma Sementi offers an innovative shoe accessory
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How to correctly apply category management when managing the assortment of shoes for the marketplace
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Nike's revenue grew 2% in the first quarter of the year.
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“Shoe Stories” is an educational and educational project of Shoes Report magazine and the State Historical Museum
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Elisabetta Franchi sold a license to Elisabet to produce children's shoes
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Brooklyn brand MSCHF launches "Big Red Boots"
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Fashion trends Fall-Winter 2023/24 for commercial footwear purchases
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Prada unveils new chunky models at Milan Fashion Week
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Balenciaga has released clogs imitating Dutch wooden clogs
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Key models of shoes and bags of the spring-summer 2023 season
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MSCHF and Crocs launch "Big Yellow Boots"
Creator of the Big Red Boots, Brooklyn brand MSCHF has teamed up with American plastic clog and sandal brand Crocs for another oversized shoe. The new Big Yellow Boots will go on sale on August 9th.
Nike announces collaboration with Tiffany & Co
Tiffany & Co. sneakers The x Nike Air Force 1 Low will be housed in a signature mint-colored jewelery brand box adorned with Nike's signature comma in the center, Hypebeast.com writes.
Tiffany and Nike Unveil Joint Air Force Capsule
The result of the Tiffany-Nike collaboration was briefly kept under wraps with the Nike Air Force 1 in black suede with Nike's signature comma in Tiffany Blue. The shoe jewelry brand also got a square-shaped silver pendant placed on the heel of the sneaker and a blue box with a red interior. The shoes come with three extra pairs of laces.
Jimmy Choo Collaborates With Sailor Moon Anime Series
Following Vans, another American shoe brand, Jimmy Choo, released a capsule collection of shoes based on the Japanese anime Sailor Moon. Images of scenes from the popular anime series adorn the shoes and bags of the capsule collection, and her most striking model was a pair of pink boots embellished with Swarovski crystals, according to WWD.
Balenciaga launches 3XL Trainer mules
The first images of the new pair of Balenciaga 3XL Trainer mules have surfaced online. The new silhouette is just a transformation of the brand's sneaker model of the same name, only without a heel.
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.
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
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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.
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.
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?
Ecommerce Laws Every Seller Should Know
The sale of goods via the Internet is becoming increasingly popular and in demand, however, at the same time, difficulties arise regarding issues of legal regulation of trade through the Internet, work with delivery and returns, and maintaining cash registers. Ivan Kurguzov, Executive Director of Oborot.ru, told how to avoid possible mistakes and how to legally conduct trade through the Internet.
