In early August, the French brand of home shoes, umbrellas and gloves ISOTONER opened its first retail store in the “island” format in the Moscow shopping and entertainment center “Megapolis”. Previously, ISOTONER products in Russia could be purchased on the official website www.isotoner.ru, in well-known online stores of clothing, footwear and accessories, department stores, as well as in such multi-brand stores. However, at the beginning of the summer, Stalker-Consulting, the exclusive distributor of ISOTONER in Russia, Belarus and Kazakhstan, decided to develop a new trade format along with the existing ones - branded "islands" in shopping centers.
“ISOTONER has been present on the Russian market for four years, and since we initially relied on sales volume and brand availability to a wide range of consumers, our priority was cooperation with large retailers,” comments Eduard Orlov, Deputy General Director of Stalker-Consulting. Now that we have reached a certain level of turnover and the presence of the brand's products in retail chains, there is a need for the further development of ISOTONER in Russia, increasing the number of points of sale and introducing new formats so that even more buyers can purchase the brand's products. In addition, it is important for us to conduct a qualitative analysis of consumer tastes and increase ISOTONER's awareness among the target audience. Without branded stores, it is rather difficult to do this. Today the assortment of the brand is presented in stores of various specializations (shoe chains, accessories stores, home textiles), and customers, despite the general awareness of the product, often do not associate ISOTONER slippers, gloves and umbrellas with one brand. Therefore, the opening of branded retail outlets is of great importance for us from the image point of view. "
The ISOTONER islets will feature a wide range of products from the French brand: for the Autumn-Winter 2012/13 season, there are about 100 models of indoor shoes and umbrellas for the whole family, men's and women's gloves. In addition, branded outlets will serve as test sites for new exclusive product categories that will be imported to other stores in the coming seasons. They also plan to hold various promotions and sales for buyers.
The design of the "island" is made in the corporate elegant style (red and white colors, painted images), which attracts attention, creates a unified brand image and conveys the feeling of harmony, joy and comfort that ISOTONER home shoes and accessories evoke.
The second ISOTONER store in the "island" format is planned to open in September 2012 in Arkhangelsk. Unlike the outlet in the Megapolis shopping center, it will be a pavilion with an open display.