Micromarketing - a new trend on the Internet
In 2012, an increase in demand for micromarketing is expected, targeted low-budget improvements in the marketing activity of companies. According to the observations of the experts of the agency "Matik", the greatest demand will be for micro-optimization of sites and optimization of the work of sales and support departments.
Micromarketing is about identifying and removing “small” obstacles to large advertising campaigns. These obstacles reduce promotion efficiency by up to 80%, but usually go unnoticed. The duty of a micro-marketer is to improve the effectiveness of advertising campaigns.
Improving navigation, texts, or adding new functionality to a site is an example of micromarketing. Up to 80% of visitors who were attracted through contextual advertising or search engine optimization immediately leave the site when they are not satisfied with certain “insignificant” site parameters.
Another example is the improvement of the sales department. For example, due to the fact that managers delay in responding to online requests from potential customers, companies lose up to 40% of customers who are attracted through advertising and PR. Such a campaign will help customers save several hundred thousand rubles by conducting large marketing campaigns.
In 2012, an increase in demand for micromarketing is expected, targeted low-budget improvements in the marketing activity of companies. According to the observations of experts of the agency "Matik", the greatest ...
Geox presented its Fall-Winter 2025/26 collection in Moscow
On June 5, in the very center of the Russian capital, in one of the charming spaces of Kitay-gorod, the Italian brand of footwear, clothing and accessories Geox presented its new collection for the Fall-Winter season… 11.06.2025 333
Rxbshoes Releases Collaboration With Artist Sergey Kretenchuk
A collaboration between the St. Petersburg brand of premium handmade footwear rxbshoes and the multidisciplinary artist (also from the city on the Neva) Sergey… 11.06.2025 269
Nike Accused of Misusing Image of Venetian Gondoliers
A Nike advert has sparked controversy in Italy. An advertising photo shoot for the American brand features shots of Venice gondoliers wearing Nike Air Max Dn 8 sneakers. Such images were used in the From… 11.06.2025 339
Eco-tax rates are expected to increase in 2026
The Ministry of Natural Resources and Environment, together with the Russian Environmental Operator (REO), have prepared a proposal to increase the rates of the environmental fee for recycling packaging and used goods. The rates are not… 10.06.2025 388
Converse is releasing penny loafers!
The new Converse All-Star Coinloafer hits stores this week. It's based on the classic penny loafer silhouette, but features signature Converse design elements, known worldwide as a casual… 10.06.2025 407
How Pareto's Law Works in a Shoe Retail Store
Analysis of the company's performance is an important quality of a manager. Many indicators in the retail business are subject to analysis, primarily - sales planning and inventory balances, KPI performance by employees, the effectiveness of marketing campaigns, the number of sellers, their work schedules and many other factors that affect the final result of the store. In this material, SR expert on increasing sales in shoe retail Evgeny Danchev, using the Pareto principle, understands the reasons why revenue and volumes of goods sold are distributed very unevenly between weekdays and weekends. The author is confident that the Pareto principle is indispensable in the systemic analysis of sales management efficiency and sales results. But it is important to apply it correctly and interpret its meaning.
How a fashion brand can get into ChatGPT recommendations
Experts say ChatGPT could become a shoe search tool and even a style consultant. According to a report from Dutch payment company Adyen on retail, more than a third of shoppers worldwide are already using AI.
PETER KAISER - the best brand of 2025!
"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
Euro Shoes@CAF will be held in Almaty from March 10 to 12
Almaty is preparing for the opening of the main event of the fashion industry in Central Asia - the 35th international fashion exhibition CAF (Central Asia Fashion), which is already being held for the fourth season in cooperation with the largest Russian international shoe exhibition Euro Shoes.
New brand in the SOHO FASHION portfolio – BEVERLY HILLS POLO CLUB
SOHO Fashion continues to grow and develop in the Russian footwear market, and in 2025, the leading distributor's brand portfolio added a new one – the legendary BeverlyHills Polo Club (BHPC). This is an international brand that has become a symbol of the American way of life, freedom and style. Founded in the 1980s, it is inspired by the spirit of polo sport, which
associated with elitism, aristocracy and an active lifestyle.
Salvatore Ferragamo's Shoes Inspire Pastry Chefs
Italian confectioners have created cakes that are exact copies of six legendary pairs of shoes from the archives of the Italian "Shoemaker to the Stars" maestro Salvatore Ferragamo. They were presented in the 10_11 restaurant of the Milan hotel Portrait Milano, which is part of the hotel management company owned by the Ferragamo family.
Euro Shoes – on a new premium platform!
The leading international footwear exhibition Euro Shoes premiere collection will be held from August 27 to 30, 2025 at a new premium venue in Moscow - the Congress Center of the World Trade Center on Krasnopresnenskaya Embankment.
Clarks: 200 years of quality, style and innovation
In 2025, the legendary British brand Clarks celebrates its 200th anniversary – an impressive milestone that demonstrates its enduring relevance, impeccable quality and global appeal.recognition of the brand. Since its foundation in 1825, the company has not only created shoes, but also set the standards for comfort and style, remaining a symbol of British craftsmanship and innovation.
The cyclicality of fashion and its impact on the financial results of the fashion business
Stylists and experts never tire of telling both professionals and ordinary consumers of goods and services in the fashion industry that fashion develops cyclically. The cyclicality of fashion has a significant impact on the financial results of the fashion business, since it dictates periods of demand and decline and determines which goods will be in demand at a certain moment. SR expert in assortment planning and management Emina Ponyatova talks about which aspects of the cyclicality of fashion should be taken into account by shoe retailers in their work, and how they affect the financial performance of the business.
Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
Whatever aesthetics your collection adheres to - craft heritage, elegant minimalism inspired by traditions or, conversely, futuristic forms - if your customer strives to be fashionable and you need to regularly update your assortment with current trendy novelties, pay attention to the design trends, models and details of women's shoes and bags in the fall-winter 2025/26 season described in this article. To prepare it, the author used materials from the international trend bureau Fashion Snoops, which is a source of commercial forecasts for the seasons ahead, and current trend analytics of key events in the fashion industry around the world: industry exhibitions, shows, shows.
How to preserve a retail business in the fashion market in the era of marketplace hegemony?
The fashion segment has become the leader in e-commerce on the Russian market in the last few years. And, of course, this trend has affected the financial results of offline retail stores, which have suffered significant losses in revenue and profit. Not every retail business can withstand price wars with marketplaces, and with each new sales season, the fight for customers will only intensify. SR expert on increasing sales on the fashion market Evgeny Danchev talks about what can be done in such a tough situation and what effective strategies to use to save a retail business.
Shoe factories in Russia are closing one after another
The shoe industry in Russia is in a severe crisis situation. A number of Russian shoe manufacturers have announced the cessation of their activities this year.
Heading towards Moscow - development of the MASCOTTE chain in a new concept
The brand of shoes, clothing and accessories Mascotte continues to actively develop the network in a new concept. Updated spaces appeared in Moscow in the VEGAS KASHIRSKOE shopping center on the 1st floor (area more than 300 m²) and the Vesna shopping center on the 1st floor (area more than 400 m²). By the end of 2024, openings are planned in the Botanica Mall mixed-use complex on the 1st floor (area more than 400 m²) and in the ODIPARK shopping center on the 1st floor (area more than 300 m²). In 2025, the brand plans to continue to expand its network of branded salons in a new concept through consistent and methodical openings in new shopping centers and rebranding of current salons with relocation to larger areas.
How to differentiate yourself from competitors and earn more?
Online shoe sales are increasingly competing with offline stores every year, but they still cannot count on even a 20-30% share of sales on the Russian market. With rare exceptions, the cost of shoes on marketplaces is lower than in retail stores; for some reason, most buyers prefer to purchase a new pair, albeit more expensive, but personally choosing from the assortment presented on store windows and shelves. This illogical behavior of buyers can only be explained by the fact that each of them has individual characteristics when choosing purchases. SR expert on increasing sales in fashion Evgeny Danchev talks in detail about three options for a marketing strategy for positioning retail in the market, their advantages and benefits.
What decorative items can be used as retail equipment to effectively present shoes and bags?
More and more often, when we enter a fashionable clothing or shoe store, we see that for the presentation of goods they use objects that are unusual for a retail space - books, paintings, vases, mirrors... In previous issues with SR's resident expert in the field of visual merchandising, store building and commercial display design With Marina Polkovnikova, we analyzed current trends in store design, and in shoe retail in particular, for the next few years. The expert told how to use retail equipment to create a trendy commercial presentation of goods in a store and, at the same time, an atmosphere that is comfortable for customers and encourages them to make purchases. Continuing the topic started in the two previous issues, now let’s look at what other ways there are to update your store without changing it globally.
Global footwear production down by 1,5 billion pairs in 2023
According to statistics from the World Footwear Yearbook 2024, the annual analytical bulletin of the Portuguese Footwear Association, global footwear production fell by 6% last year to 22,4 billion pairs. And global footwear exports decreased by 9,1% year-on-year, to 14 billion pairs, writes Worldfootwear.com.
MUNZ Group: Five common mistakes when searching for line personnel
Mistakes in personnel selection are costly for companies. The time spent on searching, the investment of money in organizing recruitment and the lack of salespeople in the store increase the value of each correctly selected employee and increase the cost of an error. Munz Group HR Director Ekaterina Ananenkova talks about the most common mistakes.
We are waiting for you at the Euro Shoes exhibition on August 26-29
The international exhibition of footwear and accessories Euro Shoes premiere collection starts in Moscow next Monday. Euro Shoes will be held in the capital's Expo Center from August 26 to 29 in alliance with the leading international clothing exhibition CPM Moscow. In one place and on the same dates, both exhibitions will bring together a large number of visitors, buyers and fashion industry professionals from Russia and the CIS countries.
Making the right diagnosis. 10 ways to quickly identify your customers' "pains"
Have you ever thought about how your offer on the website of an online store, on marketplaces is perceived by the buyer? How deeply and well do you know the needs of your target audience and the fears of your customers? SR expert in digital marketing and creating a unique brand selling proposition Tatyana Vasilyeva answers these questions and also gives recommendations on how to avoid typical mistakes in the product card, how not to make a description, photos and videos, and how to avoid unnecessary expenses in the design of your product.
EXTR4 - a new shoe brand from Italy at the EURO SHOES exhibition
Imagine a world where the barriers between urban style and athletic performance disappear, where shoes become more than just an accessory, but an integral part of your personality and lifestyle. This is the world of EXTR4, a new shoe brand from Italy created for men and women who live active, full lives.
Five fashionable models of men's shoes: forecast for the autumn-winter season 2024/25
Trend analysts and fashion trend forecasters have already formulated their concepts of what will be worn in the next cold season, having analyzed hundreds of looks from dozens of shows at fashion weeks in Milan, London, New York and Paris. Fashion Consulting Group trend expert Maria Shchennikova has prepared a checklist of fashionable shoes especially for SR. In the previous issue, we gave a selection of five trendy models of women's shoes for the fall-winter 2024/25 season. And in this issue, we will tell you about five trendy models of men's shoes: updated oxfords, loafers with decor, shoes with straps (very reminiscent of the women's model of Mary Jane shoes), minimalist boots, wallabee boots. The article is based on materials from the global online trend bureau FashionSnoops.com.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?
