Rieker
Capsule Collections Against Crisis
18.11.2015 4452

Capsule Collections Against Crisis

At the beginning of November, the capsule collection of the Balmain fashion house went on sale in H&M stores. Many, probably, read about it or even witnessed the consumer madness that gripped a huge number of people who want to become the owner of a thing with a famous label. The collection was sold out in a few hours, it was not without fights, speculation and ambulance.  
Whatever the experts say about the crisis, the death of fashion and the economy of money, the story of H&M proves that the minds of Russian consumers, and European ones too, are still ruled by brands and the concept of prestige. The Swedish fashion retailer, as we can see, is using it successfully, what about the shoe manufacturers?
Analyzing the collaboration of shoe brands over the past six months, it can be noted that both domestic and foreign retailers are trying to choose Russian stars depending on the target audience to increase sales using capsule collections in the Russian market.
For example, Adidas Originals recently released the first ever collaboration of a German brand with the Russian conceptual street-style brand Grunge John Orchestra. Explosion (GJO.E) by Moscow designer Igor Isaev. Betsy, a British shoe brand for inexpensive youth shoes, invited singer Nyusha to create a capsule, a new collection of children's sports shoes Crosby is adorned with the MTV logo. The autumn-winter collection of the Econika chain included a limited line of shoes and accessories from the Alena Akhmadullina designer brand. And this is not the whole list of experiments within the assortment policy. The popularity of capsule collections as a tool for promoting and increasing sales lies in the fact that they allow you to save on marketing through cross-promotions, stand out from competitors by offering a unique product and increase sales and consumer loyalty with love-marks among a particular target audience.
At the beginning of November, the capsule collection of the Balmain fashion house went on sale in H&M stores.
3.02
5
1
2
Please rate the article

Materials on the topic

“There was a light at the end of the tunnel…” Participants in the shoe market on the situation in the industry.

2020 became a crisis year for the real sector of the economy and the footwear industry. Shoes Report talked with the wholesale companies, with Mikhail Kryuchkov, the head of the Paloma distribution company, which represents a number of Spanish footwear on the Russian market ...
22.12.2020 6587

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 turned out to be a serious test for ...
01.06.2020 16635

10 main trends in retail for the next 3 years

Ten main trends emerging in the past year, which will determine the development of world retail in the near future
11.03.2020 20586

Marking shoes started. MTCT appointed as operator of pilot labeling project

On June 1, 2018 in Russia launched a pilot project for marking shoes, so far on a voluntary basis. The system operator has been appointed a subsidiary of the Center for the Development of Advanced Technologies “Operator CRPT”, created to implement the Unified National ...
23.07.2018 10628

Chipping shoes: to be or not to be

The proposal of the Ministry of Industry and Trade of Russia on the marking (chipping) of shoes caused a heated discussion among experts and participants in the shoe ...
10.08.2017 30935
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning