After the successful launch of two capsule collections with the Ruban designer duet last year, the Russian footwear brand Econika is preparing to launch a new collaboration.
The brand has not yet disclosed information about who it will cooperate with this time. We just know that the new capsule collection created in collaboration with a famous person will be released in the spring-summer 2020 season. That is, we will know the details very soon.
Commercial director of the Econika network Nikolay Moskovkin, in particular, noted that the company evaluates the previous Econika project with Ruban as very successful, both in terms of brand positioning and commercial. “Such projects help to attract traffic and a new target audience, and also affect the sales of our main collection,” he commented.
Last year, the leadership of Econika also considers quite successful for itself. “We adhered to the strategy of sustainable growth, strengthened our position in the market. They opened 14 new stores, including continuing to close stores where we see no prospects for rebranding, and entered new cities - Kaliningrad, Khabarovsk, Tolyatti, now the network has 133 stores in Russia, Belarus and Kyrgyzstan, ”says Moskovkin.
In addition, in 2019, the company strengthened its position in the online sales segment, increasing their share in the total turnover to 15%. We are talking about sales both in our own online store, whose share today is 4,5% of sales, and about sales on third-party sites such as Wildberries and Lamoda. In general, according to Nikolai Moskovkin, in 2019, Econika’s revenue increased by 20%.