Running shoes crazy
The Tsvetnoy department store, the KM20 concept boutique and the Brandshop store prepared the best and loudest for the men's holiday, which announced a one-day sale of Yeezy Boost 350 Black sneakers created by rapper Kanye West for Adidas. This event caused a stir, comparable to that which prevailed during the sales of the H&M x Balmain collection.
Two days before the start, photos of the queue of several dozen young people at Tsvetnoy began to appear on social networks. They came to get on the list according to which February 19 in 10: 00 buyers were to be launched into the building in groups of three to five people. Other stores offered online registration, which allows you to get a lottery participant number and arrive on a specified day with a passport. Then, numbers were taken out of the lottery drum, whose owners had the right to enter the store for five minutes and make a purchase.
The harsh system not only did not stop those who wished to become the owners of the treasured pair of black sneakers for 19 400 rubles, but further increased interest. Queues began to line up from night and only increased during the day. Among the buyers are not only loyal fans of the famous rapper. According to polls, about 90% of those in the queues plan to resell Yeezy Boost for a double price.
The hysteria surrounding the sneakers amid sluggish trade during the crisis is another signal to retailers about the need to review the assortment policy, the needs of the youth audience, and the format of the trade. Recently, we wrote that in the changed reality, ephemeral trading, which also includes the pop-up store format, will show the greatest potential in terms of customer reach. This format allows brands to flexibly and creatively meet the needs of consumers who now need good reasons to buy and who want to get a special sensual and social experience. And the case of Yeezy Boost 350 Black - confirms what has been said on all points.
Two days before the start, photos of the queue of several dozen young people at Tsvetnoy began to appear on social networks. They came to get on the list according to which February 19 in 10: 00 buyers were to be launched into the building in groups of three to five people. Other stores offered online registration, which allows you to get a lottery participant number and arrive on a specified day with a passport. Then, numbers were taken out of the lottery drum, whose owners had the right to enter the store for five minutes and make a purchase.
The harsh system not only did not stop those who wished to become the owners of the treasured pair of black sneakers for 19 400 rubles, but further increased interest. Queues began to line up from night and only increased during the day. Among the buyers are not only loyal fans of the famous rapper. According to polls, about 90% of those in the queues plan to resell Yeezy Boost for a double price.
The hysteria surrounding the sneakers amid sluggish trade during the crisis is another signal to retailers about the need to review the assortment policy, the needs of the youth audience, and the format of the trade. Recently, we wrote that in the changed reality, ephemeral trading, which also includes the pop-up store format, will show the greatest potential in terms of customer reach. This format allows brands to flexibly and creatively meet the needs of consumers who now need good reasons to buy and who want to get a special sensual and social experience. And the case of Yeezy Boost 350 Black - confirms what has been said on all points.
The best and loudest for the men's holiday were the Tsvetnoy department store, the KM20 concept boutique and the Brandshop store, which announced the one-day sale of Yeezy Boost 350 Black sneakers, ...
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The international exhibition of footwear and accessories Euro Shoes premiere collection starts in Moscow next Monday. Euro Shoes will be held in the capital's Expo Center from August 26 to 29 in alliance with the leading international clothing exhibition CPM Moscow. In one place and on the same dates, both exhibitions will bring together a large number of visitors, buyers and fashion industry professionals from Russia and the CIS countries.
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PETER KAISER IS BACK! The oldest shoe brand in Europe will again be presented in Russia, Caprice Vostok CEO Viktor Kunz spoke about this in an exclusive interview with SR
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Euro Shoes was a huge success in Moscow
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Heading towards Moscow - development of the MASCOTTE chain in a new concept
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How to differentiate yourself from competitors and earn more?
Online shoe sales are increasingly competing with offline stores every year, but they still cannot count on even a 20-30% share of sales on the Russian market. With rare exceptions, the cost of shoes on marketplaces is lower than in retail stores; for some reason, most buyers prefer to purchase a new pair, albeit more expensive, but personally choosing from the assortment presented on store windows and shelves. This illogical behavior of buyers can only be explained by the fact that each of them has individual characteristics when choosing purchases. SR expert on increasing sales in fashion Evgeny Danchev talks in detail about three options for a marketing strategy for positioning retail in the market, their advantages and benefits.
MUNZ Group: Five common mistakes when searching for line personnel
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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.
Time-tested and new collections
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A fashion buyer's checklist will expand your capabilities in creating an assortment for a shoe store
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Difficulties in recruiting personnel and how to deal with them
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Louis Vuitton opens a new factory in Italy
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Effective methods that will help improve the effectiveness of sellers
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Results of the round table of shoemakers with the Ministry of Industry and Trade of the Russian Federation, CRPT, NOBS and Wildberries
On September 15, a strategic meeting of representatives of the Ministry of Industry and Trade of the Russian Federation, CRPT, the National Shoe Union (NOBS) and the largest Russian marketplace Wildberries was held at the Holiday Inn Sokolniki hotel in Moscow. Representatives of the Russian footwear industry also took part in the meeting.The event was aimed at discussing key issues of interaction between sellers and the Wildberries platform. Every aspect of the work was analyzed in detail, including news on product labeling from the CRPT. Questions sent in advance from companies received detailed answers from authorized Wildberries employees. The discussion was very lively and productive.
Health and comfort in Relax Anatomic dress shoes
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Aroma Sementi offers an innovative shoe accessory
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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.
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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.
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