Anti-crisis marketing
Under the influence of well-known economic disasters, New Year's sales this year are characterized by restraint. Retailers are not able to carry them at old prices, so as not to lose money to pay for future deliveries. And, despite the fact that most of the orders for spring-summer have already been paid, the situation with procurement for the fall can be very difficult. What can we say about the marketing budget. But how to motivate consumers to buy at new prices?
“Discounts and 2 + 1 offers are not as effective as before, and at the same time they do not provide information about customers,” said Daria Yadernaya, Managing Director of Esper Group. “Today, loyalty programs are needed more than ever, as they will help brands learn about their customers, encourage them to make more purchases without declaring sales or discounts.” Representatives of brands in economy segments should not forget about the imminent arrival of new customers who will come down from more expensive stores. These customers do not need discounts or sales. Coming a priori to a more affordable store and already considering its prices lower, they will show a willingness to buy at full price.
“As part of the promotion, I believe that large companies will take advantage of the reduction in advertising rates on television and other media in order to dramatically increase brand awareness,” continues Yadernaya. - The rest will actively switch to barter or semi-barter cooperation. We will see more special projects with bloggers, as well as cross-promotion of clothing brands with restaurants, fitness, beauty salons, cinemas and so on. I would not be surprised to see the activity of the relay races, flash mobs, giveaways from the side of the brand, and not only through bloggers, but also directly. "
Under the influence of well-known economic disasters, New Year's sales this year are characterized by restraint. Retailers do not have the opportunity to carry them at old prices, so as not to lose ...
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Shoemakers' problems are growing
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Store Manager: Strategic Asset or Redundant Position?
Owners of small shoe stores often juggle multiple roles: negotiating with suppliers, managing inventory, handling marketing, and even personally participating in sales. In such an environment, it's difficult to focus on strategic development and operational management. This is where a store manager comes in – a key employee who oversees daily processes and ensures stable business growth. However, many owners believe they can handle this on their own. SR fashion business management and development expert Maria Gerasimenko explains why a store manager is essential and why you can't do without one if you want to grow and scale your business.
Euro Shoes — March 4-7, 2026 at the WTC Congress Center
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Salvatore Ferragamo's Shoes Inspire Pastry Chefs
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Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
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The Battle for the Sports Shoe Market
Fashion market experts and economic analysts predict a decline in sales of Nike and Adidas. The leadership positions of the unsinkable sports giants may be seriously shaken in the coming years, as they are being pushed out by young, bold and active competitors – challenger brands. Why is this happening, and what are the main reasons for such changes? Daniya Tkacheva, a fashion market expert and practitioner with 20 years of experience in sales management, and 13 years of experience in the Nike Russia team and fashion retail, shares her view on the situation on the market in the sportswear and footwear segment.
The cyclicality of fashion and its impact on the financial results of the fashion business
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PETER KAISER - the best brand of 2025!
"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
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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
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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 well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
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.
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.
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?
