The company "Mila - footwear wholesale", "Egoryevsk-footwear" and the ExMedia Center conducted a marketing research of the children's footwear market in Chelyabinsk.
The study showed that residents of the capital of the South Urals are well aware and give their preference to only three brands. The Unichel brand, close to many Chelyabinsk residents, whose shoe production was organized in Chelyabinsk in 1932, became the undisputed leader in all respects. Brand awareness is over 85%. Further, with a fame index of 65%, which grew to this level after two powerful advertising campaigns, the Kotofey trademark is located. Third place in the ranking of the most recognizable brands of children's shoes in Chelyabinsk is occupied by Antelope, whose fame is 45%. The remaining brands are less recognizable, in contrast to the three leaders, their fame indicators are many times less.
“In comparison with Yekaterinburg, the market picture, of course, is different. We have much more recognizable brands that customers prefer, and a more branded market where expensive brands stand out. In Chelyabinsk, before the arrival of Kotofey, the brand preference for most residents was only one brand - Unichel. Now there are more of them, indicators are gradually changing, ”said the senior manager of the Mila company - wholesale shoes, Andrei Osnovin.