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 ...
How to determine the effectiveness of a shoe business
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World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels
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The last two years have been so generous with unforeseen events that you involuntarily think: “Is it necessary to plan at all?” Still, you need to plan. The sales plan is the benchmark for your business. Therefore, SR expert Maria Gerasimenko gives…
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Today, most entrepreneurs calculate and analyze their business performance indicators. However, about 30% either do not do this or do not understand anything about it (but would like to understand this issue and start working with performance indicators). Maria Gerasimenko, an expert in the field of fashion business management and development and a regular author of SR, has prepared material especially for the readers of the magazine about what business performance indicators to rely on, how they help, how to calculate and control them so that the profitability of your business does not fall below 10%. After all, as you know, the rule of a bank deposit says: "If your business brings less profitability than a bank deposit, then it does not make sense."
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We are waiting for you at the Euro Shoes exhibition on August 26-29
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Euro Shoes will be held in pavilions 2.5, 2.6 of the Expocentre Fairgrounds
Dear partners!We inform you that the Euro Shoes premiere collection exhibition will be held from August 26 to 29 at the Expocenter, pav. 2.5 and 2.6.
Global footwear production down by 1,5 billion pairs in 2023
According to statistics from the World Footwear Yearbook 2024, the annual analytical bulletin of the Portuguese Footwear Association, global footwear production fell by 6% last year to 22,4 billion pairs. And global footwear exports decreased by 9,1% year-on-year, to 14 billion pairs, writes Worldfootwear.com.
Time-tested and new collections
PETER KAISER SPRING/SUMMER 2025
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Louis Vuitton opens a new factory in Italy
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CAPRICE acquired PETER KAISER, one of Europe's most traditional footwear brands
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The international footwear exhibition Euro Shoes premiere collection was successfully held in Moscow
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Shoe educational program: what shoe soles are made of
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Technology Selling Issues
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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.
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?