In early August, the French brand of home shoes, umbrellas and gloves ISOTONER opened its first retail store in the “islet” format in the Moscow shopping center Megapolis. Previously, ISOTONER products in Russia could be purchased on the official website www.isotoner.ru, in well-known online stores of clothes, shoes 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 trading format along with the existing ones - branded “islands” in shopping centers.
“ISOTONER has been represented on the Russian market for four years, and since we initially focused on sales and brand accessibility to a wide range of consumers, cooperation with major retailers was a priority,” commented Eduard Orlov, Stalker Consulting Deputy General Director. Now that we have reached a certain level of sales and presence of brand products in retail chains, there is a need for further development of ISOTONER in Russia, increasing the number of points of sale and introducing new formats so that even more customers can purchase brand products. In addition, it is important for us to conduct a qualitative analysis of the taste preferences of consumers and increase the recognition of ISOTONER among the target audience. Without branded stores, it is quite difficult to do. Today the assortment of the brand is presented in stores of various specializations (shoe chains, accessories stores, home textiles), and buyers, despite the general awareness of the product, often do not associate ISOTONER slippers, gloves and umbrellas with one brand. Therefore, the opening of branded outlets is of great importance for us from the image point of view as well. ”
A large assortment of products of the French brand will be presented in the ISOTONER “islands”: for the Autumn-Winter season, 2012 / 13 is about 100 models of home 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 delivered to other stores in the coming seasons. They also plan to conduct various promotions and sales for buyers.
The design of the "island" is made in the corporate elegant style (red-white colors, painted images), which attracts attention, creates a single brand image and conveys the sense 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.