How is changing the content of the fashion brand in social networks
In this article, we will not talk about obvious things: a turn on online sales, cost reduction, support for staff and ourselves. A lot has already been written about this, and every second article continues to be published. Expert SR Elena Vinogradova ...
19.06.2020 1126
Rich color, flora, eco style and abstraction. Four main trends in this year's window dressing
The summer season 2020 in the design of shop-windows of fashion stores will be held under the sign of brightness, abstract and floral motifs. Laconicism, environmental friendliness, a conscious attitude to nature, its biodiversity and the resources of the planet, as before, remain in the trend ...
09.06.2020 1068
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 4571
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 4668
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 3423
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 3725
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 9067
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 3626
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 6773
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 2862
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 5979
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 2058
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 3942
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 1534
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 2536
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 2305
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 2394
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 17647
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 4969
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 11066
Classification of shoes. Rules for constructing a commodity classifier
The most important question that concerns owners of shoe retail stores today is how to increase sales. If five years ago, one buyer purchased, on average, four pairs of shoes a year, today consumption, according to statistics, is only 1,8 pairs. However, according to forecasts by DISCOVERY Research Group, by 2023, consumption will increase to 2,9 pairs per year. Fashion has also changed, heels are almost a thing of the past, sports shoes are in demand, comfortable and wear. But you can’t only sell sneakers and ugg boots, especially since these very models are available in all stores in the country! What to do and how to understand what to buy in order to build up from competitors and attract buyers?
Emotions and communication will return buyers to offline stores
Why do sellers need to develop emotional intelligence? Why is a system of intangible motivation for sellers necessary to increase sales?
How is changing the content of the fashion brand in social networks
In this article, we will not talk about obvious things: a turn on online sales, cost reduction, support for staff and ourselves. A lot has already been written about this, and every second article continues to be published. Expert SR Elena Vinogradova shares her observations and ideas on the work of a retail store of shoes and accessories on social networks.
Rich color, flora, eco style and abstraction. Four main trends in this year's window dressing
The summer season 2020 in the design of shop-windows of fashion shops will be held under the sign of brightness, abstract and floral motifs. Laconicism, environmental friendliness, a conscious attitude to nature, its biodiversity and planetary resources, recycle-materials and technologies still remain in the trend. More precisely, the eco-direction has come first and is decisive for retail. Marina Polkovnikova, SR visual visual merchandising and window dressing expert, presents a photo gallery of the most interesting fashion storefront storefront displays and talks about the four main trends in summer window dressing in 2020.
Scandinavian wind and military aesthetics. Fashionable themes and key models of men's shoes for the fall-winter 2020/21 season
For the FW 2020/21 season, the FASHIONSNOOPS.com trend bureau offers 3 fashionable themes for the men's shoe segment: TEMPEST, JETTISON, OUTRÉ. The style is radically different from each other: in the first there is a trend of multifunctionality of shoes, created in order to protect from any inclement weather, keeping the wearer's feet in comfort and dryness; in the second - a pronounced military aesthetics, emphasizing strength, quality and at the same time minimalism; the third theme is a classic, rethought and updated thanks to catchy and even elaborate elements and decor. In the first part of the article, SR expert Galina Kravchenko, director of the assortment department and head of trend analytics at FCG / FashionSnoops, talks in detail about the features and nuances of two topics - TEMPEST (Storm) and JETTISON (Reset).
Dead Season. What will turn Covid-19 quarantine for shoe retail
Shoe retail resumes operations in Moscow and the regions, calculates losses, evaluates prospects. Two and a half months of downtime were a serious test for retailers.
Comfort, techno and rethought history. Fashion trends fall-winter 2020/21
At the autumn exhibition MICAM, experts from the British trend bureau WGSN spoke about the trends that will dominate shoe fashion in the fall-winter 2020/21 season. There are three main fashionable topics for shoes: Considered Comfort (“Calculated, thoughtful comfort”) focuses on soft, comfortable materials for home and street shoes; Tech-Tility (“Technological”) focuses on the relationship between real and virtual reality, which uses technological materials and innovations used to create futuristic accessories; The Reconstructed Legacy looks to the past in order to find new ideas and solutions for the future, sharing the emphasis on the sustainable development of the shoe industry.
How to optimize the three main cost items: the purchase of goods, rent of retail space and pay for staff?
Today it’s fashionable to talk about business process optimization, automation, digital technology and the digitalization of sales. We listen to speakers and read the news of the retail, we are surprised at modern technologies, we are at war with marketplaces and ... WE DO NOT UNDERSTAND HOW TO CHANGE YOUR OWN SHOE SHOPPING STORE, how to make it successful and how, in the end, to attract customers to your point of sale. Where the key to success is hidden, says SR expert Natalya Chinenova.
Is it necessary to reduce shoe purchases for the fall-winter 2020/21 season
The recession of the Russian economy in 2020 and, as a result, the reduction in shoe consumption per capita, unfortunately, is the inevitability we will have to face. In April, Yevgeny Danchev, a regular writer and expert with Shoes Report magazine, a business consultant, held a series of webinars for shoe business executives that discussed the right strategies for adapting retail stores to new economic conditions. One of the main issues that concerns all entrepreneurs working in the footwear sector now is the purchase of shoes and accessories for the fall-winter 2020/21 season.
Caprice, Jürgen Kölsch: “Bad times always end”
Caprice has prepared a package of supporting events for the shoe industry. In this interview, Caprice CEO Mr. Jürgen told us what drives him.
Why do we love coarse shoes and what does the new season offer us?
Massive shoes, as if from the wardrobe of a retired colonel, firmly entrenched in the hearts of fashionistas. Black, white, with inscriptions - rough boots have become a universal classic. In the new season, they are still leading the list of trends and do not plan to lose ground. Why did we love them so much? Where to look for the most fashionable models and how to style them? The experts of the fashion brand Baden will tell us about all this.
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.
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.
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.
Obligatory labeling of shoes can again move
A new decree of the Government of the Russian Federation is being prepared, regulating the postponement of the introduction of mandatory labeling of shoe products in Russia. The corresponding draft law has been published on the Single Portal on the placement of draft legal acts.
10 main colors of the season 2020
The fashionable colors of the upcoming seasons are one of the most used components of forecasting commercial trends in fashion. A review of 10 macro colors, the most attractive and demanded by the fashion industry in the 2020 year, is presented by SR expert Galina Kravchenko, director of the Assortment department of Fashion Consulting Group, head of trend analytics at FCG / FashionSnoops.
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.
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.
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.
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.
Feathers, rhinestones, satin and jacquard. Key models of women's shoes for the fall-winter 2020/21 season
We continue a series of articles devoted to the four main fashionable topics for shoes for fall and winter of the next season. In the previous issue, our expert Galina Kravchenko spoke in detail about two trends - Pastoe and Terraform, and which shoe models will be relevant, which silhouettes, colors, materials and details will be fashionable in the FW 2020/21 season. In this issue - a detailed analysis of the third fashion theme CURIO PARLOR - Antique Salon.
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.
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.
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.
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
