Anti-crisis method "Shoe House Pokrovsky"
The practical experience of colleagues in solving today's problems with the supply of new collections will certainly be of interest to many. Especially those shoe sellers who bought and continue to buy European products. We are talking about the experience of the Pokrovsky Shoe House company from Yekaterinburg, one of the largest regional shoe buyers and regular visitors to the exhibition Euro Shoes.
The material on how Shoe House Pokrovsky adapts to new working conditions and overcomes difficulties with logistics, successfully searches for new suppliers and new brands to replace those that have announced they are leaving the Russian market or refusing to continue cooperation, was prepared by the online resource Moments ". We share with you the most important, in our opinion, information about the experience of the anti-crisis work of the Ural retailer, which, we are sure, can help other Russian companies in their work today or in the near future.
Shoe House Pokrovsky is a large regional retailer, the company has 12 multi-brand stores of high-quality and comfortable shoes in Yekaterinburg. The company does not plan to radically change the segment, despite the difficulties that have arisen. Her portfolio includes such European footwear brands as Hoegl, Sioux, ARA, Clarks, Pikolinos, Janita, Rieker, Caprice, Wonders, G. Fabiani, Mara, Marzetti, Brunate, MARCO TOZZI, Tamaris, Skandia, s'Oliver, Jog Dog, WR, Dockers (information - from the company's website), most of these brands will participate with their spring-summer collections 2023 at Euro Shoes, which will be held in Moscow, at the Expocentre, from August 30 to September 2, 2022.
So, the problems that Pokrovsky Shoe House faced in these months and options for solving them:
Problem:
The departure of European brands from the Russian market - for example, the Vagabond brand, which was in the portfolio of Pokrovsky Shoe House, said that it was no longer ready to continue deliveries to the Russian Federation.
Decision:
- managed to expand the summer supply of Vagabond, but the autumn line will already be very narrow. It is difficult to find a replacement for this brand, but the retailer does not despair: “We will look for it”;
- are actively searching for analogues of Russian production. Collections of Arcadia.SHOES brands (a Russian handmade shoe factory founded in 1912 in Krasnodar) and Reggina Bottini (a Siberian shoe brand that has been produced since 1997) have already appeared in the company's stores.
Problem:
Difficulties with the selection of analogues of European shoes that would meet the requirements of the Russian buyer.
Decision:
- the company introduces new brands from Turkey and Brazil into its assortment, which seemed the most interesting in terms of design, quality and price: Turkish LaPinta, Brazilian Bottero.
Problem:
Difficulties with logistics, the destruction of supply chains, the refusal of some European (Italian) factories to cooperate.
Decision:
- import of European, in particular Italian, shoes on their own, interacting directly with factories that are ready to continue deliveries;
- do not refuse assistance from European suppliers. Thus, the Giovanni Fabiani brand took the initiative and thought through all sorts of options for delivering cargo to Russia through the Baltics;
- do not be afraid to experiment and bring new shoe brands from the same Italy - Thierry rabotin, Paolo Ferri, Brunate, Formentini, Pixy.
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Based on materials from momenty.org and the Pokrovsky Shoe House website
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