New Kotofey Campaign
The fall of Yegoryevsk Obuv, with the support of the Ural distributor Mila - Wholesale Shoes and the creative group RA Voskhod, launched an advertising campaign for the Kotofey children's shoe brand in Yekaterinburg and Chelyabinsk. The objectives of the campaign in the two Ural cities have some differences. In Yekaterinburg, the fame of TM “Kotofey” reached a maximum of 90%, so advertising messages here are supportive in nature and are designed to remind customers of an already familiar brand. Promotion in Chelyabinsk is aimed at increasing fame, where Kotofey is inferior to Unichel and so far is in second place in terms of fame and purchase.
The main channels of communication with the target audience are television, Internet and outdoor advertising. Over the course of several autumn months, residents of Yekaterinburg and Chelyabinsk will see the videos "Caution, ice!" and "Laces" made in the form of colorful cartoons. Street billboards and internet banners also continue this theme.
“The advertising campaign“ Kotofey ”has become a regular one and is carried out twice a year. The result is always visible. All links in the distribution chain feel the positive effect. In Yekaterinburg and Chelyabinsk they do not wear a single trademark as much as they wear the TM "Kotofey". The difference is dozens of times and this is a considerable merit of advertising ", - said the manager of Mila - wholesale shoes" Alexander Borodin.
The fall of Yegoryevsk Obuv, with the support of the Ural distributor Mila - Wholesale Shoes and the creative group RA Voskhod, launched an advertising campaign for the Kotofey children's shoe brand in ...
Karl Lagerfeld has released loafers in collaboration with American shoe brand GH Bass.
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ICEBUG at Euro Shoes: Swedish Innovation in Grip Technology
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The Swiss brand KV+ is not so well known to the general Russian audience, but it is well known in the world of skiing, because it was there that KV+ took its first steps and actively developed. The Swiss brand has earned the trust of the professional sports audience over the past 35 years. At the same time, the Russian sports market of ski equipment has always been a priority for the Swiss.
Rieker and Remonte are regular exhibitors at Euro Shoes: meet your favorite brands at the exhibition from August 25 to 28 at the Central Trade Fair Center.
Riker and Remonte will present their Spring/Summer 2027 collections at the Euro Shoes exhibition (August 25–28, WTC Congress Centre).
New brands at Euro Shoes in August!
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Elite Line is an international specialized exhibition of footwear, fur, leather, and accessories. The exhibition will feature collections from international and domestic manufacturers from Russia, Turkey, Germany, Italy, Kazakhstan, and other countries.
How to learn to effectively manage store customer traffic?
Customer traffic in shopping malls and street retail is declining; people are shopping less offline for a number of objective reasons, one of which is the convenience of online shopping with all its advantages. And yet, offline shopping continues to thrive. How can we control store traffic, learn to correctly calculate and influence the number of people visiting stores to ensure profitability?
"When Customers Are Few: How Fashion Store Owners Can Squeeze the Most Out of Every Customer"
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Euro Shoes: the industry's leading footwear exhibition will be held August 25–28 at the WTC Congress Center.
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The share of marketplaces will grow
The footwear category on Ozon Fashion shows steady growth The share of online sales in fashion is growing, and last year it was already more than 54%. Buyers are increasingly buying clothes and shoes online, and the lion's share of these purchases are made on marketplaces. Ozon is one of the leading players in the Russian fashion market, and the Fashion direction on the platform is the fastest growing. About trends in online trading, about the specifics of the shoe market and recommendations for brands planning to sell shoes through the marketplace - in an exclusive interview with SR with the Commercial Director of the Footwear direction at Ozon Fashion Olga Moskvicheva.
What factors influence pricing, and how to work with retail prices for shoes
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New Tamaris Spring-Summer 26 Collection: Comfort and Elegance in Every Model
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Creating an emotional connection through a showcase
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MARCO TOZZI presented his Fall-Winter 2025/26 collection in Moscow.
A harmony of comfort and elegance, fashion trends and classic essentials—German shoe and bag brand MARCO TOZZI presents its new Fall-Winter 2025/26 collection.
Euro Shoes starts on August 27th!
The leading international exhibition of footwear and accessories in Moscow, Euro Shoes premiere collection, starts next week!
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Three fashionable colors for accessories and shoes for the fall-winter 2025/26 season
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Customer profiling in a shoe store. What is this technique and how can it be used in sales?
Profiling is a scientific method of "reading people," allowing one to create a psychological profile of a person and predict their actions or behavior in certain situations, or even catch them in a lie. Profiling is used in sales because the salesperson needs to understand a person's emotional state and their underlying motivations for purchasing. An expert and practitioner in sales growth in fashion, SR, discusses this method and its practical application in footwear retail.
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How to set prices that will earn
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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.
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.
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.
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.
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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. Correctly 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 postpone the decision for months?
