His business: Anatoly Levshin, Caprice stores
Anatoly Petrovich Levshin is the owner of the only Caprice branded stores in Moscow and a professional with experience dating back decades. At the end of July, under his leadership, the fourth metropolitan store Caprice was opened, located on Leningradsky Prospekt in Stalin's house number 78, a stone's throw from the Sokol metro station. This discovery, as always, attracted many visitors who willingly turned into buyers with the help of the “second pair for free” promotion and the personal participation of the store owner. Despite the festive bustle, the Shoes Report found out several important principles that guide Anatoly Petrovich in the shoe business.
promotion
“The“ second pair as a present ”promotion is the same 50% discount on the summer collection. At the same time, I did not raise the price of a ruble. For the store this promotion is a good advertisement, but for me it’s an opportunity to sell a summer collection at the end of July. ”
“I am a supporter of sales. You can sell every second pair for free, or you can leave unsold goods in stock until the next season. But in this way you will sell a maximum of 25%, because our customers attend exhibitions, read expensive magazines, and they will understand in colors and directions that this is an old collection. ”
“Now there is very, very fierce competition, and something needs to be taken: good sellers, service, assortment, pricing. As for prices, I know who sells shoes in the district, and I set the average price. ”
“Of course, we need advertising. Have you seen our talker boy by the subway? Galkin is resting! Once I was driving somewhere and heard how it works. I could not pass by. I asked him how much he earned, and offered him more. It works great, knows how to attract attention: "Ladies and gentlemen, ladies and gentlemen!" This is his calling, and I respect his work with great respect. He invited him to our corporate party, he was very moved. "
Assortment Policy
“This store on Sokol is an“ average plus ”, we need to choose the appropriate assortment. Basis, 50% - Caprice, the rest - Picolinos, Unisa, Ara, Rieker, Alpina - I do not go down below. There is also Vito de la Mora - these are dear good Italians, classics. ”
“If you notice, I always take a colorful, vibrant collection. This is a big risk, but even in winter I try not to take dark shades. In August I will exhibit the “Autumn-Winter 2013 / 14” collection - khaki and burgundy prevail there, they will be especially relevant this season starting from the 2013 of the year. ”
“In men's shoes, I focus on comfort, classic. In terms of the ratio of female and male models, I always open a store with a proportion of 85 / 15, and then adjust it depending on the area and place. The man brought by his wife - “Vasya, try on these shoes” is not my customer. My male buyer is independent: "Masha, here’s a hundred bucks for you, go for a walk."
“By the New Year, I want to open another store. So that there are no negative stores, I choose certain areas. I know from experience that the Falcon, the southwest, northwest are rich, good areas. And I bring more expensive goods to these areas - Lloyd, Moda di Fausto. Moda di Fausto has a very strong summer - the colors are just amazing, there can be 8 colors in one boot. And the boot itself is a solid piece of leather and zipper. I love beautiful, expensive shoes. And I love my job! ”
Human Resources
“I’m looking for sellers through my channels. I don’t take it from the street, it’s an option “both came and left.” I have been known for a very long time, and rumors quickly diverge. My sellers have good financial motivation, and we have a sincere attitude towards sellers. In June, we celebrated the birthday of the first Caprice store together on a boat. The sellers, who were finishing work in the store, joined us in the evening, but they specially served hot dishes, left all the tastiest. All sellers understand that they are part of a team and without them we are nowhere. ”
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Three fashionable colors for accessories and shoes for the fall-winter 2025/26 season
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Euro Shoes — March 4-7, 2026 at the WTC Congress Center
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Just a month until the Euro Shoes exhibition in Moscow!
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Salvatore Ferragamo's Shoes Inspire Pastry Chefs
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Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
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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.
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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.
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. Why is this happening, and what are the main reasons for such changes? Daniya Tkacheva, a fashion market expert and practitioner with 20 years of experience in sales management, and 13 years of experience in the Nike Russia team and fashion retail, shares her view on the situation on the market in the sportswear and footwear segment.
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Stylists and experts never tire of telling both professionals and ordinary consumers of goods and services in the fashion industry that fashion develops cyclically. The cyclicality of fashion has a significant impact on the financial results of the fashion business, since it dictates periods of demand and decline and determines which goods will be in demand at a certain moment. SR expert in assortment planning and management Emina Ponyatova talks about which aspects of the cyclicality of fashion should be taken into account by shoe retailers in their work, and how they affect the financial performance of the business.
PETER KAISER - the best brand of 2025!
"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
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“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.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
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. Properly 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 put off the decision for months?
