An increase in the degree of patriotic moods in society was inevitably reflected in fashion and fashion retail. Against the backdrop of economic disasters, this trend is included in the context of anti-crisis marketing scenarios and assortment policies, which are expressed in increasing the share of domestic brands in the brand portfolio and the formation of the proposal as a whole.
For example, one of the leaders of the Russian footwear market Zenden used anti-sanction themes for window dressing. The slogan “We put our shares on sanctions”, according to Zenden representatives, reflects the social orientation of the company, its solidarity with consumers in the face of increased external pressure on the country, as well as the personal position of the management and staff of the Russian network. “The Russian people have at all times had a good tradition of consolidating in the face of new threats and difficulties,” the company comments. - The people working for Zenden, like most of our country's citizens, are outraged by the unfair application of sanctions, which, in fact, are an attempt to discriminate against our Motherland, Russia, a country with a great and glorious past, present and future. Patriotism these days is not just a fashion trend or a social phenomenon. Patriotism is our response to the challenge. ” Consolidation of society in the face of new threats and unfair actions against our country requires socially responsible business actions, fair prices for goods produced and sold, according to Zenden. “We have always tried to keep prices at a socially acceptable level, we continue to do so now in the harsh conditions of the crisis and sanctions. Despite the increase in the purchase price of raw materials and the decrease in margins, Zenden is trying to keep the prices of products down, ”the brand representatives say. Within the framework of the import substitution program, the company's policy is aimed both at increasing the share of Russian suppliers' goods in the network, and at reviving Russian production in general.
Interestingly, the bet on the Russian seems to be advantageous for shoe manufacturers not only in our country, but also abroad. Former models Daria Sokolova and Veronica Yurchenko decided to start producing fashionable felt boots while living in London. First, it seemed important to them to support the Russian manufacturer. Secondly, this was a marketing idea: until now, a brand with the words Made in Russia is considered exotic in the UK and arouses interest. They came up with a name so that it would be associated with Russia - Misha Valenki. We developed the design: the result is a traditional silhouette with small neat details - straps or appliqués. True, the production had to be located at a family factory in Finland, which since 1927 has been producing felt boots using the felting technique, traditional for pre-revolutionary Russia. Cooperation with the Yaroslavl factory did not work out - the quality of the felt boots did not stand up to criticism. During the first year of operation, the girls sold about 500 pairs, but the store has no profit yet. The main expenses go to the storage of shoes in a warehouse near London and brand promotion. Be that as it may, the idea, initially aimed at foreigners, fell in love with Russian-speaking buyers, whose share is 50%.
How long the patriotic trend will last and how far it will prove commercially successful is not known. But it is quite clear that it provides a unique chance for domestic producers to take their market share and quickly gain customer loyalty.
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