High functionality men
01.07.2011 8978

High functionality men

In 2008, experts from different companies agreed that the most promising segment on the Russian market is the men's footwear segment. Has the economic situation affected demand? What shoes will become more in demand in the shrinking market? How to change the assortment in this regard? Marketing agency Market Masters conducted a large-scale survey of the men's footwear market in May to understand the situation.

SR69_Upravlenie-prodazhami_man-shoes_2.jpgThe study was conducted in Moscow and key millionaire cities: Moscow, St. Petersburg, Yekaterinburg, Novosibirsk, Krasnodar, Nizhny Novgorod. During the study, 5317 men from the age of 25 to 45 years were surveyed who during the last 6 months had bought shoes more expensive than 2500 rubles per pair. Surveys were conducted near major shopping centers.

Researchers have found that men are functional consumers: they primarily pay attention to the comfort of the shoe and the quality of workmanship. The experts explained the low rating of such a factor as the recommendations of the sellers by the low qualifications of the sellers. In connection with the intensive network construction in 2006-2008. not enough attention has been paid to seller qualifications. In fact, salespeople from consultants turned into cashiers. And now careful work with sellers is one of the main resources with which you can increase sales.


Experts of different companies in 2008 agreed that the most promising segment in the Russian market is men's shoes. Did the economic situation affect demand? What shoes are on the shrinking ...
Please rate the article

Materials on the topic

A fashion buyer's checklist will expand your capabilities in creating an assortment for a shoe store

On the eve of the purchasing season, the buyer’s main task is to prepare for the formation of a new assortment. If we pass this stage efficiently, then we increase the efficiency of our work by at least 2 times, and reduce the risk of appearance in the collection...
02.07.2024 1073

Specifics of shoe assortment management on marketplaces and growth points

One of the most pressing questions for many shoe retailers today is whether to enter the marketplace or should they wait, and if they wait, then what? SR expert on working with assortment, analytics and category management Emina Ponyatova...
11.01.2024 4576

5 shoe models from Russian brands for New Year's Eve

Analysts at the Lamoda online platform note increased interest among Russian users in festive clothing, shoes and accessories this year. In response to the request, Russian shoe brands hastened to release holiday capsule collections and offer...
26.12.2023 4674

What to consider when expanding the assortment of a shoe store to include clothing

2022 was a turning point for everyone and brought strong changes to all industries. Suppliers, manufacturers, the raw materials market, logistics, even software and familiar means of communication began to require a new approach and elaboration. Let's discuss...
15.11.2023 4424

How to correctly apply category management when managing the assortment of shoes for the marketplace

The assortment management tool “Category Management” is gaining momentum, and almost every fashion businessman has either implemented category management or outlined a plan for its implementation. Category management (CM) is exactly that...
26.09.2023 5168
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning