Shoe retailers are summing up the year. Thus, during the 2015 year, the Econika shoe network launched the first 10 stores, which reflect changes in the brand, its corporate identity and trading concept that occurred during rebranding. Pilot salons were opened in Moscow in the shopping centers Mega-Khimki, Atrium, and also on the street. Maroseyka, in Rostov-on-Don (Mega shopping center), Novosibirsk (Gallery shopping center), Nizhny Novgorod (Fantasy shopping center), St. Petersburg (Europolis shopping center), and Yekaterinburg (shopping center " Greenwich "), as well as in Izhevsk (TC" Talisman ") and in Minsk (TC" Castle ").
The updated salons reflect significant changes that have taken place during the rebranding of Econika - changes in positioning, logo and corporate identity, and, of course, the salon itself. The retail space is based on the idea of a stylish girlfriend's home, a meeting place for stylish girlfriends. Everything is subordinated to this idea: colors (warm pastel, powdery, blue), materials, interior.
The team of Econika felt the need for change several years ago. In 2010, the company abandoned the men's assortment, but this change did not affect the interior of the store. In 2011, during the rebranding of the Novard group of companies, the updated Econika brand code was generated and the network’s specificity was taken into account - concentration on the women's assortment. The collection itself was also changing - to help its own designers, the company invited an American stylist who took part in updating the product and the image of the collection. Then it became clear that the corporate identity and the trading concept, which did not fully meet the changing brand requirements, required changes.
Rebranding was carried out jointly with the British agency STARTJG. “During the first phase of the project, it was decided that Econika will become a single brand,” says Irina Zueva, marketing director of the shoe network. - Since the fall-winter season 2015 / 2016, our customers have been buying shoes under the ekonika brand. We still have the premium part of the collection that we brand AllaPugachova - this is a kind of long-term collaboration. At the same time, we abandon the remaining brands, for example, our main one - RiaRosa. And from the spring-summer season 2016, a fashionable capsule will appear in the lineup - ekonika2, which will include the latest trending models. "
The company is actively launching new projects: the capsule collection "Mom and Daughter" in the style of family look has been released, cooperation with the Russian conceptual brand Alena Akhmadullina continues. In the spring of 2016, the second joint capsule collection of shoes and accessories will be released.