Above Average Survival Strategies
02.03.2016 6393

Above Average Survival Strategies

The new economic reality requires retailers not only to increase price tags in accordance with the growth of exchange rates, but also to change global development plans and the procurement system as a whole - especially in the medium plus segment, since it is most vulnerable to crisis.

Recently, as we recall, the Rose Group company, which runs the Tsvetnoy department store in Moscow, stopped buying clothes and shoes in the fashion zone and liquidated the fourth floor, where Maje, Sandro, The Kooples, Mars by Marc Jacobs, Comme des Garçons Play and others were sold. . How are the strategies of other multi-brand concept stores changing now?

Leform, the oldest concept store and the relatively young “Kuznetsk Bridge 20,” decided to abandon the young and not very popular brands in Russia, relying on bestsellers whose price does not matter to customers. The history of the lines behind the Yeezy Boost sneakers proves the correctness of this decision. “Few people are ready to invest big money in an unremarkable base now,” representatives of Kuznetsk Bridge 20 explain.
 
Another way to gain a foothold in the market is to develop an online store with international delivery. “The launch of an online store with worldwide delivery allowed not only buyers to get acquainted with our purchase, but also to communicate directly with people who were not affected by the exchange rate,” said 20 CM.
 
The founders of Porta 9 shoe concept boutique have chosen a more risky strategy, deciding to develop a small retail format. Soon, three Portal mono-brands will open in Moscow (a shortened version of Portalittle). The Porta 9 assortment will also remain in the same price segment, where the average price for a pair of shoes is about 150 dollars.

“We take on most of the growth rate by trying to reduce costs and working on indicators such as conversion rate and average bill,” said Aleko Iliopulo, owner of the store. “Porta 9 presents 30 – 35 brands, of which 10 – 15% can vary from season to season.”
The new economic reality requires retailers not only to increase price tags in accordance with the growth of exchange rates, but also to change global development plans and the procurement system as a whole - ...
3.44
5
1
2
Please rate the article

Materials on the topic

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. The meeting was attended by...
18.09.2023 4922

World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels

The Portuguese association of footwear manufacturers APICCAPS published the 13th edition of the international statistical bulletin World Footwear Yearbook for 2023, according to which, in 2022, the production and export of shoes worldwide increased by 7,6% and…
28.07.2023 6436

How to double the sales of a shoe store?

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…
11.07.2023 5302

New direction of exhibitions in Alma-Ata: Euro Shoes @ Elite Line & CAF

Euro Shoes enters new markets and announces the launch of an exhibition project in Alma-Ata. The wholesale exhibition of shoes, clothing, leather, fur and accessories Euro Shoes @ Elite Line will be held in Kazakhstan from July 30 to August 1, 2023…
04.07.2023 4019

Round table with representatives of shoe factories of Dagestan with the support of the Ministry of Industry and Trade and NOBS

On May 17-18, a round table was held in Makhachkala with shoe manufacturers and enterprises from the strategic project of the Republic of Dagestan “City…
23.05.2023 4645
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning