Kristina Morozova (Wojciechowska) - Certified business coach, Fashion retail expert, general manager of KEDDO in America (New York, USA).
What if you recognize yourself?
Think about what is more important for you - the result or something to prove to someone. If the result may be worth changing tactics and losing, win.
Error No.2: Do it yourself
Because no one will do better than you anyway, right? Moreover, you have already tried to delegate part of the duties to subordinates, and nothing good came of it.
Doing everything yourself is, of course, easier for everyone. You - because you know well what you are doing and are confident in the result, and your subordinates - because you do not need to strain. It is enough to come to you and plaintively ask for help (read: do for him) his own work. And you will breathe a sigh and save the employee - you will quickly and efficiently do what he will then receive money for. Agree, a very comfortable position. Subordinates quickly grasp the essence of the matter and begin to shift more and more things onto you, backing up their requests with your importance, need, irreplaceability and other praises (which is actually manipulation). And, of course, what they are delegated to do well is not profitable for them either - they will also be charged with duties.
Thus, taking everything upon yourself, you amuse your inner workaholic (your vanity) and reinforce the parasitic tricks of your own employees. And the most annoying thing is that according to the results you feel like a driven horse that runs around the clock, pulls everything and one on its own energy and shoulders and does not complain. And your employees work half-heartedly, receiving a salary as a one-hundred-percent return on work, and at the same time they are constantly dissatisfied with something. Familiar situation? Maybe it's time to change something.
What if you recognize this trait in yourself?
Overpower yourself and start delegating. Not all at once and a lot, but gradually, systematically. Support more, encourage employees: it didn't work out - I'll show you again and again how to do it. Ultimately, your answers to subordinates should boil down to three words: OK, not OK, I don't know. If the solution that the employee found suits you - it's OK, it doesn't suit you - it's not OK, if the subordinate shouts "Chief, it's all gone, we'll all die!" - you yourself will guess what answer you need ... At first people will resist, and very strongly, and then they will get used to it. All the more so if you demonstrate the importance of their participation in the work process and clearly show the power of team synergy.

Mistake No. 3: I am the boss, you are the fool
“Well, why can’t you do the same as me ?!” - you are perplexed when you explain to the employee for the hundredth time the importance of contacting / processing objections / offers of care products and many other tasks facing the seller. “Watch how I do, and do the same!” The last time I show ... ", - you say and make the next sale of three pairs in one hand. Easy and without straining. “Got it? Let’s do the same, ”and proudly retire to your office. Curtain. Or, even worse, look at how your employee goes and tries to repeat your sale, for which he again receives your heavy sighs and the rhetorical question “Well, why can't you do the same as me ?!” In this case, you retire to his office with an overwhelming burden of re-education and training of "these".
The problem is that he will never do what you do. You are better in this matter, at least because you are more confident in yourself (otherwise how did you become a leader?). When a manager shows his enchanting sales to an employee, the latter is even more deeply rooted in the opinion that he will never be able to, that he is worse, dumber, that he is less “expert”, and therefore even more self-confident. The employee’s self-esteem suffers greatly, and this clearly does not motivate. From the seller’s insecurity, we can get two outcomes: either he will make every effort to prove to himself and everyone else that this is all nonsense, and you demand the impossible from him (believe me, he will find enough arguments), or he will close even more and squeeze if not according to attitude towards you, then in working with a client for sure.
What if you recognize this trait in yourself?
Focus on people and build on their existing skills. Instead of showing how you can, start with their capabilities - let them demonstrate what they are capable of. Tell yourself less, let’s speak more to them (planning meetings, meetings, “five minutes” once a week, at which each employee gives a short report on a specific topic). Ask for their opinions, do not lose feedback. It’s important to understand what skills your people already have and how they can be trained. Will help you expert scale - a method for assessing each employee by the level of his professional development on a scale from 1 to 10, while you yourself must answer the questions why you gave this or that rating to a particular person (for what knowledge, skills, actions) and what will be the next step to enhance his professionalism. And you don’t need to try to transfer the four to ten in one fell swoop, it’s enough to understand what skills you need to add at the + 1 or + 2 position step.
What to do if you recognize this trait in yourself?
Exhale. Stop and ask yourself and your business / store a sacramental question - “Why?” Why did I choose this profession / field of activity? What is important to me? Who is my store for? Why do we customize and hone all business processes? What do we bring to people? What are we customers for? And for what tactical results do you put so much effort into processes? And finally, do all your process matters lead you to the result?
Mistake # 5: Afraid to make a mistake (get an unflattering grade, look ugly)
A mistake that breaks down the most effective plans and the most interesting business decisions. It is called “What if it doesn’t work out?”, And in search of a comfort and safety zone, without risks and threats to the image, smart, experienced and successful leaders return to their previous (albeit already ineffective) formats of work, abandon their plans, fearing and not doing any one decisive step. And the most annoying thing is that after some time someone realizes your ideas and is very successful in his business. And this someone will get all the applause, success, grateful customers and increased sales. Your applause, your success, your customers ...
What to do if you recognize yourself?
You know what to do, right? So hurry up until no one has arrogated to yourself your success, your customers and your money!
This article was published in the 140 issue of the print version of the magazine.
| Please rate the article |
The 37th Euro Shoes Premiere Collection exhibition concluded successfully in Moscow.
From March 4th to 7th, the International Euro Shoes Premiere Collection exhibition took place at the WTC Congress Center in Moscow. It is a specialized B2B event for footwear industry and fashion retail professionals and the key industry event of the new purchasing season and selection development for fashion retailers. Approximately 100 companies and brands participated in the exhibition, presenting their Fall/Winter 2026/27 footwear, bag, and accessory collections to professional visitors.
Needs Identification Techniques That Really Work in Shoe Stores
"How can I help you?" is the most common, yet least effective, question in shoe retail. Customers rarely articulate their needs clearly. Some are shy, while others don't fully understand what they're looking for. Therefore, a salesperson's job isn't simply to suggest styles; they need to be able to identify the customer's true desires. In this article, SR expert Maria Gerasimenko and I explore five techniques that will help your staff better hear, see, and understand your customers, and therefore sell more and better.
Revisiting classic standards of retail lighting through the lens of modern technology
Just yesterday, the principle governing retail lighting was: the brighter the light, the brighter the store, the more customers and sales. Today, this principle has lost its relevance. It has been replaced by a trend toward a well-thought-out concept, intelligently applied lighting, and carefully selected lighting fixtures. Anastasia Efremova, SR's expert in retail lighting and lighting designer at Tochka Opory, discusses current lighting principles in fashion and footwear retail, and how light helps interact with merchandise, space, and customer emotions. She will help you understand the fundamental principles of lighting through the lens of new retail space requirements.
Spring/Summer 2026: Five Trends for Athletic Shoes
In a highly competitive environment, especially in the dynamic digital environment, fashion trends are changing rapidly. We're highlighting five trends from international trend bureau Future Snoops that address local market demands.
Where can you find reliable shoe manufacturing in Russia today?
The market is changing, but the key question for buyers and brands remains: where can you find real Russian manufacturing that you can work with directly—without complicated processes, surprises, and wasted time? On February 12, 2026, this question will be answered not with presentations, but with practice: the Izmailovo Hotel, Beta Building, will host the 2nd All-Russian Technology Industry Conference "Footwear Manufacturing in Russia"—a meeting of footwear manufacturers and those who order, sell, and develop their brands.
Tamaris SS26 Collection
In its Spring-Summer 2026 collection, Tamaris combines tradition, innovation, and the latest fashion trends.
MARCO TOZZI announced the launch of the new MT Sport collection.
German footwear brand MARCO TOZZI has announced the launch of its new men's footwear collection, MT Sport. MT Sport is a new collection of men's footwear in a sporty, casual style. It will be available in partner stores this spring.
Euro Shoes opens a new season for buyers and brands
In the first days of spring, from March 4–7, the international footwear and accessories exhibition Euro Shoes Premiere Collection in Moscow will once again gather buyers and other industry professionals to discover the collections of global footwear brands for the upcoming Fall-Winter 26–27 season.
Chinese brands and factories at Euro Shoes
The Russian economy's pivot toward Asia and the active development of the footwear industry and the technological base for producing a wide range of footwear in China are opening up new prospects for cooperation with Chinese partners.
The home collection from Australian brand EMU Australia at Euro Shoes
SOHO Fashion invites you to discover the new Fall/Winter 26 collection of Australian footwear brand EMU Australia at the Euro Shoes Premiere Collection international exhibition in Moscow.
Rieker and Remonte with new collections - at Euro Shoes
Rieker is well-known and beloved in Russia. Each pair of Rieker shoes is designed with the anatomy of the foot in mind, using Rieker's signature Antistress technology to ensure maximum comfort.
Just a month until the Euro Shoes exhibition in Moscow!
We are counting down the days for the main international exhibition of footwear and accessories Euro Shoes Premiere Collection in Moscow! The exhibition will be held from August 27 to 30 at a new premium venue – the capital's congress center WTC on Krasnopresnenskaya Embankment.
Salvatore Ferragamo's Shoes Inspire Pastry Chefs
Italian confectioners have created cakes that are exact copies of six legendary pairs of shoes from the archives of the Italian "Shoemaker to the Stars" maestro Salvatore Ferragamo. They were presented in the 10_11 restaurant of the Milan hotel Portrait Milano, which is part of the hotel management company owned by the Ferragamo family.
Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
Whatever aesthetics your collection adheres to - craft heritage, elegant minimalism inspired by traditions or, conversely, futuristic forms - if your customer strives to be fashionable and you need to regularly update your assortment with current trendy novelties, pay attention to the design trends, models and details of women's shoes and bags in the fall-winter 2025/26 season described in this article. To prepare it, the author used materials from the international trend bureau Fashion Snoops, which is a source of commercial forecasts for the seasons ahead, and current trend analytics of key events in the fashion industry around the world: industry exhibitions, shows, shows.
The Battle for the Sports Shoe Market
Fashion market experts and economic analysts predict a decline in sales of Nike and Adidas. The leadership positions of the unsinkable sports giants may be seriously shaken in the coming years, as they are being pushed out by young, bold and active competitors – challenger brands.
Micam and Livetrend presented a selection of footwear trends for the spring-summer 2026 season
The Italian international footwear fair Micam presents the "Spring-Summer 2026 Trend Guide", developed in collaboration with Livetrend. The guide is based on the analysis of social networks, online marketplaces and fashion shows, as well as new technologies such as artificial intelligence and Big Data.
How Pareto's Law Works in a Shoe Retail Store
Analysis of the company's performance is an important quality of a manager. Many indicators in the retail business are subject to analysis, primarily - sales planning and inventory balances, KPI performance by employees, the effectiveness of marketing campaigns, the number of sellers, their work schedules and many other factors that affect the final result of the store. In this material, SR expert on increasing sales in shoe retail Evgeny Danchev, using the Pareto principle, understands the reasons why revenue and volumes of goods sold are distributed very unevenly between weekdays and weekends. The author is confident that the Pareto principle is indispensable in the systemic analysis of sales management efficiency and sales results. But it is important to apply it correctly and interpret its meaning.
Clarks: 200 years of quality, style and innovation
In 2025, the legendary British brand Clarks celebrates its 200th anniversary – an impressive milestone that demonstrates its enduring relevance, impeccable quality and global appeal.
PETER KAISER - the best brand of 2025!
"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
Turn to Asia. Features of shoe production at a factory in China
Finding a partner factory for shoe production is not an easy process. Today, many Russian brands sew their collections in factories in China. The concept of the women's shoe brand N.early N.aked, founded in 2019, was based on the idea of producing shoes suitable for dancing, with a perfect fit. Initially, the shoes were sewn in Europe, but in 2022, shoe production was moved to China.
How to Compete with Marketplaces in 2025
The shoe business is a complex process due to the many related micro-strategies used to extract profit. It is necessary to determine how much goods to purchase, what trade margin to set, and approve the norm of balances at the end of the season. In addition, it is necessary to draw up a sales plan and decide on marketing campaigns that take into account seasonal demand and the competitive environment, set up a personnel motivation system and correctly set control points.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
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.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
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.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Correctly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we postpone the decision for months?