The marketing agency DISCOVERY Research Group has completed a study of the shoe market in Russia and in the world.
The findings are consistent with those of other experts. At the end of 2014, the volume of the footwear market in Russia decreased due to the economic crisis, sanctions against Russia from the countries that import footwear, sharp fluctuations in the exchange rate, etc. The ratio of price segments is changing: the economy class segment is growing due to a decrease in the mid-price and high-price segments of footwear.
Nevertheless, many chains continue to increase the number of shoe stores, which allows to increase the reach of target customers and, as a result, revenue.
More and more buyers are following the new trends, fashion trends, better versed in materials, brands, shoes, but they buy less. Shoe networks are forced to conduct discount and marketing campaigns to stimulate demand. The influence of the network brand and brand on sales is growing.