How to create a meaningful shoe brand
Deborah Cianciotta is one of the most respected, reputable experts in the world of shoes. Marketing consultant, staff training guru, product branding specialist, she is a co-founder of the American ...
05.11.2019 2153
How to use the capabilities of social networks in daily work with customers?
Digitalization has captured all areas of the economy, including retail. On the pages of our magazine we constantly talk about new ways of communicating with customers using digital technologies that help increase traffic, increase sales, ...
15.10.2019 2189
E-mailing: personal approach and unobtrusiveness
With the right approach, emails can increase sales and profits, mistakes will cost money and good reputation.
24.09.2019 1658
Offended and displeased. How to work with negative in social networks and on the site?
No one is safe from complaints; this is normal. Moreover: if there are no dissatisfied - something goes wrong. Often, customer negativity is an occasion to review individual business processes, adjust standards, and even strategy. Therefore, ideally, you need ...
10.09.2019 1793
6 models of women's bags from the upcoming Euro Shoes Premiere Collection
On February 25, an exhibition of European shoes and accessories Euro Shoes Premiere Collection will start in Moscow. Accessories, bags, belts, gloves, - everything that is the so-called accompanying product of any shoe retail is an important part in ...
18.02.2019 8087
6 models from the brand collection for the upcoming Euro Shoes Premiere Collection
Less than a month is left before the spring session of the Euro Shoes Premiere Collection exhibition in Moscow, where collections of leading European autumn-winter 2019-2020 shoe brands will be presented. Anticipating the event, Shoes Report publishes a review ...
05.02.2019 2858
Five marketing tricks to increase store traffic
"Catching up traffic is a simple matter," such offensive words are sometimes heard by marketers from store managers and higher authorities. Meanwhile, it’s very, very impressive, but soft and unobtrusive to attract customers to a retail store ...
11.12.2018 4651
Traffic through online. How social networks will help the store increase sales on holidays
The New Year is approaching - the high season, when consumer demand is traditionally growing, traffic to stores is increasing. November and December are the time for maximum activity in business: you can successfully launch a new capsule collection, attract ...
04.12.2018 2279
The experimental way. How to create a meaningful shoe brand.
Deborah has an exceptional talent for guessing new trends, pinpointing every aspect of customer needs, finding reliable partners in product design, manufacturing, branding and merchandising.
03.09.2018 4060
Ten years, Euro Shoes anniversary and new exhibitors
“Ten years have passed by, almost imperceptibly ... They know about our project in Europe, Turkey and even in some Asian countries,” says Anastasia Kornilyeva, director of the Euro Shoes Premiere Collection exhibition, in an interview with Shoes Report: about the upcoming August ...
08.08.2018 1580
To make your advertising campaign effective, involve human passions and emotions
Everyone has known for a long time that advertising is the engine of trade. Only here are the days when advertising simply informed about the product and its advantages, are long gone. If advertising does not affect a person’s emotions, then encourage him to buy a product or service ...
18.07.2018 3006
The game of emotions. What shoe retail will offer football fans
The upcoming World Cup will surely revive trade, including fashion retail.
13.06.2018 1114
Real-time marketing. How to use the World Cup for business
It is always interesting to observe how companies use different informational leads for their business.
31.05.2018 1994
Work at the exhibition. Getting Ready For Euro Shoes Premiere Collection!
The exhibition is a laborious but effective way to attract new customers and increase the volume of orders.
22.05.2018 1637
Lodi Gadea, Viadellexille, OOG Generation - new Euro Shoes Premiere Collection brands
Spanish shoe brands Lodi and Gadea, Italian brand Viadellexille and German OOG Generation enter the Russian market and present their collections for the first time at the Euro Shoes Premiere Collection exhibition, which takes place today in Moscow.
28.02.2018 1828
35 Turkish brands will present collections at Euro Shoes Premiere Collection
On Monday, the Euro Shoes Premiere Collection, the largest professional exhibition of European shoes in Moscow, will open. An important event of the February exhibition will be the appearance in the exhibition space of Euro Shoes of a separate zone of Turkish ...
19.02.2018 15373
SMM strategy in photos. How to work with bloggers on Instagram
If your company has an Instagram account, you probably thought about promotion in this social network, or are already developing this direction.
06.02.2018 3849
All flags to visit. Euro Shoes organizers record the return of European brands to Russia
One of the main news of the upcoming Euro Shoes Premiere Collection exhibition will be a significant increase in exhibitors from Turkey.
30.01.2018 10584
Showrooming: pros and cons. How to deal with a new consumer trend
Over the past few years, ordinary stores have experienced changes in consumer behavior.
22.01.2018 4663
Shoe dealers report Black Friday
The Black Friday sales day, traditional for the USA, is held every year by Russian retailers with great scope.
28.11.2017 4047
Winter 2019 / 2020: the main trends in the design of festive showcases
The brightest period of the season is just around the corner - New Year and Christmas. The official date of the fabulous reincarnation of shop windows and store interior is November 15, according to tradition, retailers beautifully decorate their shop windows and retail space for the most long-awaited and most magical holiday. Waiting for the New Year is a special atmosphere that you want to create for your client in order to return him to a carefree childhood, immerse him in a fairy tale or, conversely, show him a foreseeable bright future. Marina Polkovnikova, SR expert on merchandising and window dressing, talks about the key stylistic directions in the design of commercial windows with the help of various installations and décor, which will be relevant and effective in the coming winter.
Fashionable themes and key models of fall-winter women's shoes collections 2020 / 21
The main fashion themes for shoes for the fall and winter of the next season have already been identified. This issue is the first part of the FW 2020 / 21 season trend review. Our expert Galina Kravchenko talks in detail about two of them - Pastoe and Terraform: what are their features, and what models of shoes will be relevant, what silhouettes, colors, materials, details and decor will be fashionable next winter season.
Today, the formats of the so-called "spontaneous" retail are gaining popularity. Talk about the store pop up store
In retail today there are new trading formats, new services for customers, new opportunities for marketing and communication with the target audience. One of the new products on the Russian market is pop-up stores, which in recent years have been quite popular in the United States and European countries. There is reason to believe that the format will take root in Russia, luxury and premium brands are already trying a new type of small mobile store, and there are successful examples. About what the pop up store is, how American retailers use them, what are the advantages of this format and to whom it suits, says SR expert Kristina Morozova.
How to increase sales in a shoe store and accessories using visual merchandising tools
Today's demand of the time is to go from customer needs. Retail seeks to please customers in everything; for this, sellers and managers must constantly learn something new, relevant, which can immediately be put into work and put into practice. Business trainers understand this very well and try to give staff the most concise practical recommendations and applied knowledge. Anna Balandina, an expert in visual merchandising at SR, is confident that if you go beyond the needs of the buyer, your product presentation and your windows will not only be beautiful and seasoned in the brand concept, but also commercially effective and selling.
How to create an attractive New Year's shop window?
Emotional design is the basis of high New Year sales! Our constant expert on visual merchandising and store design Anna Balandina is sure of this. We asked her to tell about the main rules for creating a festive showcase.
Ralf Ringer did not regret the fur
In the collection of the Russian shoe brand Ralf Ringer, winter 2019 / 20 real fur is present in models of women's shoes, boots, men's high sneakers and in the form of a fringe on children's models of lace-up boots.
ECCO wants to buy back the business of its Russian distributor
The Danish shoe manufacturer ECCO Sko A / S applied to the Federal Antimonopoly Service (FAS) to acquire 100% of EKKO-Ros LLC and the rights to determine the conditions of EKKO-Petersburg LLC, Kommersant writes with reference to message from the Ministry of November 18.
Multichannel shoe business: growth areas in online sales channels
Today it is impossible to imagine a successful company that would not use digital tools in its work. Let's talk about modern online sales channels for a shoe store and SMM marketing. We will analyze the main areas of work and business growth areas in the development of multi-channel communications on the Internet using the example of shoe companies in Siberia, the native region of our fashion sales expert, Elena Vinogradova, the author of a business blog.
The exhibition "Marche et démarche, une histoire de la chaussure" opened in Paris
In Paris, the Museum of Decorative Arts (Musée des Arts Décoratifs) from November 7 to February 23 hosts an exhibition entitled "Marche et démarche, une histoire de la chaussure", which introduces the history of shoes.
NBA x Timberland Collaboration Released
A new round of collaboration between the Timberland shoe brand and the National Basketball Association has resulted in a limited collection of NBA x Timberland Collection shoes.
The main shoe trends of the spring-summer season 2020. Italians dictate punk fashion, futurism and emotions
Designers presented the main fashion trends in shoes and accessories for the spring-summer season 2020 at the 88 session of the international professional exhibition MICAM, which was held in Milan from 15 to 18 on September 2019. These trends are based on three different topics: Designing Emotion, Code Create, Empower Up.
Silent revolution in the shoe market
“Until now, a huge number of entrepreneurs working in the footwear market, especially in the regions, are not aware that a revolution has occurred in their business,” says Alexey Chernyshev, Commercial Director of AKFA Logistics Company. At the same time, AKFA, being one of the leading importers of footwear, is celebrating the key year for the 2020 footwear market fully equipped. The Shoes Report talked with Alexei Chernyshev about the new AKFA product for labeling shoes in production, about interaction with the operator of the MDC marking system and market readiness for the new rules.
Is the market ready for labeling? Opinions of the leaders of the shoe industry
Much has already been written about the mandatory marking of shoes that has been introduced in Russia since 1 on March 2020, but we decided to ask the business itself again about its readiness to work on the new system. Representatives of companies talk in detail about their current situation.
Six steps to increase retail sales
Business consultants work with a variety of companies, including retail, in particular shoe stores. They have accumulated vast practical experience, which they are always happy to share. We asked one of our regular experts and participants in the business program of the Euro Shoes Premiere Collection exhibition, Evgeny Danchev, to share our latest experience, information on statistics of retail sales in the shoe segment, and tell our readers about the secrets of increasing sales. All the examples that are given in this article are based on practice and supported by the positive results of corporate clients.
Why and why is a KPI system needed in a retail store
As a rule, in retail the effectiveness of the store and sellers is evaluated based on the sales plan. Fulfilled the plan - work efficiently, did not fulfill - not effective. And material motivation is tied to revenue and plan, that is, the seller, as a rule, receives some minimum salary, and the rest - as a percentage of personal or total sales. But this approach is not always effective and does not always reflect the real situation with the work of a person or the whole team. Why should the performance of the store and its sales floor employees be evaluated not only by their financial indicators, but also by KPI, says SR expert, business trainer Daria Artyukhova.
High Top Sneakers and Slippers - Next Summer's Fashion Hits 2020
The key models of men's shoes for the spring-summer season 2020, which must be included in the collection of the fashion brand, are told by expert SR Galina Kravchenko, director of the assortment department of Fashion Consulting Group and head of trend analytics at FCG / FashionSnoops.
Nike released sneakers in collaboration with k-pop star G-Dragon
The Nike Air Force 1 sneaker model was released, created in collaboration with the star of the South Korean music scene G-Dragon and his own brand PEACEMINUSONE. The sneakers are called Parra-Noise and feature a black leather upper, decorated with a contrasting white or red checkmark - the Nike logo. White laces and a white sole complement it.
How to attract a customer from social networks to the store and do everything so that he leaves with the purchase
In today's market, the winner is the one who “makes friends” of online and offline promotion channels and uses traffic from these two sources. The main thing now is not the presence of a trading space, but the ways to attract buyers to it.An ordinary store, not represented on the Internet, is losing competitiveness today. On the other hand, brands selling only online want to grow their business and open a real trading platform. Not only for the possibility of trying on the collection by customers, but also for getting to know customers and understanding their target audience, the opportunity to "touch" your business in reality.
How to work with clients online and offline? Let's start with the urgent task: SR fashion sales expert, blogger Elena Vinogradova shares professional secrets on how to attract a client from social networks to the store.
Analpa chose trend colors for spring-summer'20 collection
Analpa has unveiled the SS20 collection in a new way, adding vibrant and fashionable shades according to the Pantone Institute. Bright neon officially returned to fashion: saturated coral, deep pink, bright orange and neon green.
How to increase the stress resistance of sellers?
Today, one of the most popular topics for discussion among HR specialists who work in retail is the topic of how to increase the stress resistance of sellers. Sales have always been a pretty tough environment. In modern conditions, and even with the crisis, after which the Russian market has not yet recovered, this area has become even more stressful. Expert SR, business trainer Daria Artyukhova gives recommendations on working with sales staff in terms of increasing stress resistance and invulnerability on the part of buyers.
Life after labeling. Ministry of Finance is preparing to abolish preferential tax regimes
The Russian shoe market is storming; it has not yet had time to get used to the idea of the need for mandatory labeling of shoes, as a new change to the law is being prepared. The Ministry of Finance proposed to deprive sellers of goods that are subject to labeling of the opportunity to use special tax regimes - the Single imputed income tax (UTII) and patents.
The whole truth about discounts. When are discounts dangerous and why is shoe retail not worth it?
The main goal of any business is always profit, and the shoe business is no exception. In the pursuit of a buyer, many companies, especially representatives of small and micro-businesses, make the same mistake - they rely exclusively on a discount. The shoe market experts were divided into two camps: some advocate that they keep their margins with all their might, while others recommend starting to make discounts almost from the beginning of the season. The truth, as usual, is somewhere in between. We deal with our expert Maria Gerasimenko when the discount is really needed, and when it can be fatal.
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.
The start of mandatory shoe marking may be delayed for 7 months
The initial deadline for the introduction of mandatory labeling, which imposes liability on participants in the Russian shoe market for the turnover of unlabelled products, and was determined by the Government of the Russian Federation on 1 on July 2019, can be postponed to 1 on February 2020. Relevant recommendations for revising the timing of the introduction of phased marking were prepared Advanced Technology Development Center, ACORT Association and the National Shoe Union.
The technique of selling shoes and accessories against customer manipulation
Most likely, you are already tired of listening to complaints from your sellers that your shoes are no different from competitors' shoes, moreover, in other stores prices are lower, discounts are higher, and the assortment is wider. A familiar picture, isn't it? Why is this happening? Yes, because the vast majority of customers want to save and pay as little as possible, but at the same time get everything to the maximum, even contrary to common sense. Tricky customers begin to manipulate sellers who, without recognizing the manipulation, fall into this bait from time to time. As a result, such concessions to customers result in loss of profit and a decrease in the profitability of the retail business. How to avoid this and how to work with client manipulations, says SR expert Yevgeny Danchev.
The State Duma approved a bill prohibiting the use of UTII and PSN in the trade of marked goods
The State Duma adopted in the first reading a bill with amendments to tax legislation. Among the amendments, a ban was adopted on the use of special tax regimes (patent and UTII) by shops selling goods that are subject to mandatory labeling, Kommersant writes.
6 models of women's bags from the upcoming Euro Shoes Premiere Collection
On February 25, an exhibition of European shoes and accessories Euro Shoes Premiere Collection will start in Moscow. Accessories, bags, belts, gloves, - all that is the so-called accompanying product of any shoe retail - an important part in the exhibition. In its review, the Shoes Report presents six handbags of six different brands of the February Euro Shoes.
Turkish shoes are coming. Turkish manufacturers increase sales in Russia
Sales volumes of Turkish shoes in the Russian market have been steadily growing for the last 2 years - in 2017-2018. New brands of shoes, bags and other leather goods appear on our market, expansion from Turkey will continue in the 2019 year, market experts predict. At the February exhibition Euro Shoes Premiere Collection, which will be held in the pavilions No. 4 and 4.1 of the Sokolniki Exhibition Center from 25 to 28 on February this year, there will again be a large area of Turkish manufacturers. This is the third exhibition at which the footwear sector of Turkey's light industry is widely represented. The participation of Turkish companies in Euro Shoes is officially supported by the Turkish government. The upcoming exhibition will be attended by about 30 companies that will present brands of shoes, bags and accessories to Russian buyers of 36. These will be the collections of the fall-winter season 2019 / 20.
Marking with the eyes of a wholesaler. AXA executives talk about the first results of the new system
In accordance with the decision of the Government of the Russian Federation, mandatory marking of shoes will begin on July 1, 2019 of the year, before that a little more than six months remain. SR asked how the pilot labeling project was going on, what difficulties its first members had and what they came to. Experts of the shoe market - Dmitry Lavrukhin, CEO of AXA, and Alexander Senko, Director of IT at AXA, answer questions of the editorial office in detail.
A new “X” hour of obligatory marking of shoes has been determined
The Government of the Russian Federation approved a new deadline for the phased introduction of mandatory labeling of shoes. According to the Decree of the Government of the Russian Federation of 5 on July 2019, the application of identification means on consumer packaging, or on shoe products, or on the product label of shoe products is mandatory from 1 on March 2020 of the year. From this date, a ban on putting into circulation, circulation and withdrawal from circulation of unlabeled shoe products is also introduced.
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.
Fur, and not only: types of lining
In the production of winter shoes, various materials are used that are designed to preserve heat and meet the requirements of consumers: natural sheepleather, faux fur, faux fur made from natural wool and others. All types of lining fur have their advantages and disadvantages. Consider the properties of each of them.
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?
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.
Key models of the range of women's shoes for the fall-winter season 2016 / 17
We present four key trends of women's shoes for the next fall-winter season (fall-winter 2016 / 17), which is described by Galina Kravchenko, a leading expert on assortment and forecasting trends at Fashion Consulting Group, head of FCG - FASHIONSNOOPS.COM
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.
Sales promotion. Are there only sales?
The first sales (or sales in English) began in Europe from the end of the 18th century, and in Russia from the beginning of the 19th century.
