The monobrand store of the Austrian brand Högl, after restyling the interior and relocating the location, reopened its doors in the capital's Golden Babylon-Rostokino shopping center.
Thanks to the updated, bright interior, the store now looks more spacious and stylish. The walls are decorated with posters with images from the new Högl advertising campaign, which began in Europe and Russia. According to Alexander Dizer, General Manager of Hegel Shu Fashion, the company is currently focusing on promoting the brand and new collections via the Internet: a strategic decision has been made at the head office in Austria that in order to attract the attention of a younger and more fashionable audience , you must first of all actively work with social networks and fashion-bloggers.
Currently, its own retail network of the German shoe brand in Russia consists of 27 Högl single-brand stores and six outlet stores. In April, a new outlet opens at Outlet Village Fashion House (Moscow Region). The area of monobrand stores to be opened is 90-110 square meters. meters. On average, investments in opening one store range from 6 rubles + purchase of goods.
“In May this year, we plan to open a single-brand store in the AFIMALL City shopping center and, by the end of 2017, flagship stores (street-retail) in Moscow and St. Petersburg. The geography of Högl stores are million-plus cities with high-quality shopping and entertainment centers, - commented Shoes Report Alexander Dizer on the brand’s business development strategy in Russia. - We work in two directions - directly and through franchised partners. At the moment, we have three partner monobrand stores. We began to actively develop the franchise business in a single-brand format, as well as in the SIS (Shop in Shop) format. In the next three years, we plan to open 15 affiliate stores throughout Russia. ”