Goerz in Virtual
In Germany, at the stations placed virtual shoe stores.
The Goerz shoe chain has set up virtual shoe fitting rooms as part of its advertising campaign in Germany. They appeared at train stations and metro lobbies, according to the Medien Milch portal. The dressing rooms were equipped with three Kinect motion-sensing devices. When a passer-by stood in front of an interactive screen and chose shoes for himself from the menu, on the screen it would appear on a person's feet: he could move and turn to examine it. It was also possible to buy the pair you liked right there by reading the QR code of the product using a mobile device. The order was delivered to the buyer the next day. The virtual shoe store was presented in April 2012 in Hamburg, and its concept belongs to Kempertrautmann. In 2011, the German agency received the Golden Lion for the interactive marker project Edding's Wall of Fame. The format of a virtual store in a public space was invented by the Korean agency Cheil Worldwide. In 2011, it placed panels in the metro with photographs of Tesco supermarket products. Metro passengers, while waiting for the train, could shop online by photographing the QR code of the product they needed. This promotion also received the Golden Lion in Cannes, lenta.ru reports.
The Goerz shoe chain has set up virtual shoe fitting rooms as part of its advertising campaign in Germany. They appeared at train stations and metro lobbies, according to the Medien Milch portal. The dressing rooms were equipped with three Kinect motion-sensing devices. When a passer-by stood in front of an interactive screen and chose shoes for himself from the menu, on the screen it would appear on a person's feet: he could move and turn to examine it. It was also possible to buy the pair you liked right there by reading the QR code of the product using a mobile device. The order was delivered to the buyer the next day. The virtual shoe store was presented in April 2012 in Hamburg, and its concept belongs to Kempertrautmann. In 2011, the German agency received the Golden Lion for the interactive marker project Edding's Wall of Fame. The format of a virtual store in a public space was invented by the Korean agency Cheil Worldwide. In 2011, it placed panels in the metro with photographs of Tesco supermarket products. Metro passengers, while waiting for the train, could shop online by photographing the QR code of the product they needed. This promotion also received the Golden Lion in Cannes, lenta.ru reports.
In Germany, virtual shoe stores were located at railway stations. A network of shoe stores Goerz installed virtual shoe fitting rooms as part of its advertising campaign in Germany. They appeared on ...
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The only exhibition of European shoe brands Euro Shoes Premiere Collection in Russia will be held in Moscow from 24 to 27 August 2021
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The new MARCO TOZZI autumn-winter 2021/22 collection compares favorably with the previous ones with an even higher level of quality of the materials used and a more global renewal of the assortment. Laconic fittings in combination with the "correct" combination of colors, textures of materials, impeccably traced lines, ergonomics of models and impeccable comfort - this is not the whole list of priority characteristics of the autumn-winter collection.
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A year ago, the Danish company ECCO acquired the entire retail business of its Russian distributor, thus announcing the seriousness of its intentions and long-term plans for the Russian market. Danish brand shoes have long been known and loved in Russia. Throughout 2020, the company underwent changes related to the process of integration into the global ECCO, and in 2021 these transformations will continue. Denis Tomashevsky, General Director of ECCO Russia, told SR Editor-in-Chief Natalya Timashova about what has already been done and the company's immediate plans. This is the first interview with the head of ECCO's Russian office for the media.
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Pop up presentation
Pop up store is a successful format in fashion retail, which is predicted to strengthen, flourish and new forms in the medium term. The emergence of the pop up store concept in the fashion industry is credited to the Japanese luxury apparel, footwear and accessories brand Comme Des Garçons (CDG), founded in 1969 by Rei Kawakubo. In 2004, the first CDG pop-up store opened in an abandoned building in Berlin. For the third year in a row in Russia, the brand has been regularly opening pop-ups in the Moscow department store Tsvetnoy, created and designed by Anna Balandina and her agency VM Guru. We talk about the unique CDG format with the brand's representative in Russia Larisa Kolmykova, the buyer of the Moscow Air concept store, the distributor of the Comme des Garçons, Walter van Beirendonck, Kidill, Charles Jeffery Loverboy, Undercover brands.
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Today, the lack of quality service and a customer-oriented atmosphere in the store is bad manners. Companies that did not care about their customers, did not think about their feelings and emotions before, during and after visiting the store, are rapidly losing sales and leaving the market. It is sometimes not easy to identify hidden problems in the work of sellers, and here you need an outside perspective - for example, by checking a mystery shopper. SR expert Maria Gerasimenko tells about the specifics of this service.
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EURO SHOES PREMIERE COLLECTION at the new MAIN Stage
Register for EURO SHOES PREMIERE COLLECTION at the new MAIN Stage!Book the Holiday Inn Taganskaya hotel at special prices!
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EURO SHOES is the only exhibition of European brands in RUSSIA!
Dear buyers and visitors of the exhibition!
Analysis of cases from the practice of retail sales of shoes and accessories
In many businesses, sales management is a headache for the CEO. The human factor is extremely difficult to take under control, but this is exactly what should happen if ambitious goals are set in the conditions of stagnation in the footwear and accessories market. Therefore, practical experience and specific positive results achieved by certain companies are very interesting. In this article, SR regular author and expert Evgeny Danchev shares case studies from his practice of consulting retail stores.
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Key models of the range of women's shoes for the fall-winter season 2016 / 17
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