shoesstar
ECONIKA refuses men's shoes
12.11.2010 3425

ECONIKA refuses men's shoes

The network of shoe cassettes "ECONICA" is ready to radically change the situation in the shoe market. 12 November at the First International Women's Festival Women Fest network top management announced a change in the company's positioning. Starting next year, ECONIKA will become the first specialized women's shoe network in Russia.

This means that men's shoes will be completely withdrawn from stores. And her place will take new products for women. The decision to switch to a new format was made after studying the market situation, consumer behavior and mood, as well as taking into account the experience of Western retail chains.

In October 2010, the results of a special study by GFK-Rus were obtained, which revealed that:

- The main buyers of ECONIKA chain stores are women;

- compared to the 2007 year, women are ready to buy more expensive shoes;

- Buyers choose, first of all, those stores where, in addition to the goods they like, their professionalism and the atmosphere of the purchase correspond to their expectations.

The survey was conducted in six Russian cities: Moscow, St. Petersburg, Yekaterinburg, Rostov-on-Don, Kazan and Novosibirsk.

“We make the decision to specialize in women’s and abandon men’s assortment after careful analysis,” says Sergey Sarkisov, vice president of Econika Corporation. “In previous years, the ratio of men's and women's shoes was 30 to 70. As an 2 experiment a year ago, we changed the ratio from 20 to 80 and made sure that this did not lead to a drop in sales over the network. ”

And now the shoe network wants to concentrate fully on that audience, which it already understands very well.

Future success, according to EKONIKA's marketing director Irina Chechel, is based on three factors.

Rebranding, carried out in 2007, showed that the distribution network has become brighter, more understandable to customers, more stylish and, paradoxically, more feminine.

In recent years, the company has opened many stores in the regions - due to which the brand has become more recognizable.

And, finally, perhaps the most important, but least noticeable factor - for three years, the company's designers did a great job to improve the collection.

As noted by one of the country's main advertisers, the president lmh Group Igor Ganzha, EKONIKA - the first in Russia to build an adequate brand, supported by format, business processes, an integrated solution for organizing the work of stores - is moving in the right direction, only accelerating more and more every year. "

According to Irina Chechel, the spring-summer collection of the 2011 of the year will be stylistically refined, a general principle: each style in fashion will have its own brand (recall, now ECONIKA has four brands of women's shoes).

In addition, the direction of accessories will be expanded.

As an experiment, men's shoes have already been removed from sale in several stores of the chain, a small sales failure was quickly compensated by the arrival of new customers.

The network of shoe cassettes "ECONICA" is ready to radically change the situation in the shoe market.
5
1
Rating
Midinblu

Latest News

Moscow Central Department Store fined for violation of mask regime

Moscow authorities fined the main luxury store in the capital, TSUM, 1 million rubles for violating the mask regime. This was announced by the head of the department of trade and services of the city of Moscow Alexei Nemeryuk.
25.09.2020 201

International Exhibition of Shoes and Accessories SHOESSTAR presents a new B2B project - online platform BUYERSTAR.RU

In the new season, the BUYERSTAR.RU platform began its work, which was created for direct communication between manufacturers and retailers, and provides an opportunity to sell and wholesale shoes, clothing, accessories and other goods of light and ...
25.09.2020 230

The main model of the Prada Spring-Summer 2021 collection is the cat-heel shoes

On Thursday, the show of the new collection of the Italian luxury brand Prada took place, which was held as part of the Milan Fashion Week in the online format. In addition to the new format, the show was also intriguing by the fact that the first collection was shown on it ...
25.09.2020 432

Сrocs releases Jibbitz calendar for brand fans

The American brand of clogs Crocs is able to attract and retain the attention of consumers. The brand's famous marketing campaign is the Crocs month celebration in October. This year, fans of the brand are invited to celebrate the so-called crocktyabr ...
24.09.2020 327

Adidas Originals adds shine to three of its iconic sneakers

Following the collaboration between Timberland and Jimmy Choo, shoes with glittering Swarovski crystals have appeared in the Adidas Originals collection. The German brand decided to adorn three of its iconic Superstar sneakers with crystals, ...
24.09.2020 339
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning