Because darling
The Danish brand Ecco has become the "Favorite Brand of Russians" in the category "Shoes"
These data were presented as a result of a marketing research in the field of consumer preferences of Russians, conducted for the fifth year by OMI (Online Market Intelligence) in conjunction with Expert-online.
Based on the results of its research, Online Market Intelligence forms a rating of the most beloved brands and singles out the leaders, according to consumers, in 50 categories, such as "Cars", "Banking Services", "Cafes and Restaurants", "Computer Equipment", "Dairy Products" , "Shoes", "Clothes", "Cell Phones", etc.
About a quarter of the respondents in the 13 largest cities of Russia, when asked which shoes they prefer, answered "Ecco".
In Ecco, the victory in the nomination is assessed as an award for a high performance in 2012. “In the modern world it is impossible to stay at the top of the ratings without introducing new products to the market, because even loyal customers must be surprised all the time,” said Maria Dolgova, public relations manager for Ecco in Russia. - Russian consumers demand the most advanced developments, and this forces the Danish office to present new creative projects. For example, a shoe model Siberia was created specifically for the Russian climatic conditions. This year the Sculptured 65 line became a bright hit - a real breakthrough in the technology of making fashion shoes, which made it possible to make high heels really comfortable and imperceptible. "
The Russian market is very important for Ecco as a whole and is currently a leader in the segment of children's shoes and one of the largest markets in the world. In 2012, a new project Ecco Kids was presented and successfully launched in Moscow. Ecco shoes have been sold in Russia for 19 years, and next year, almost simultaneously with the 50 anniversary of Ecco, Russia will celebrate the 20 summer anniversary.
“We strive to acquaint as many people as possible in our country with our unique lines, we are actively expanding our distribution - at the moment there are already more than 300 points of sale in Russia, most of which are represented by mono-brand stores. - says Maria Dolgova. Writes about this riamoda.ru.
The Danish brand Ecco became the “Favorite brand of Russians” in the “Shoes” category. These data were presented as a result of a marketing research in the field of consumer preferences of Russians, ...
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Sustainability in the footwear segment. Where are we now, what are the main trends?
The EU is moving towards a climate neutral and circular economy, which means that any product today must be more energy efficient, durable, reusable, repairable and recyclable. The fashion and textile industries, known to have a big impact on the environment, are at the forefront of change and sustainability. Innovative materials created from materials recycled and recycled in the future, new technologies in traditional leather industries, collaborations with environmental experts, and most importantly, complete transparency of the entire chain - these are the main vectors for the development of the shoe industry today. Let's look at the best practices of market leaders in order to understand what steps are possible in order to start in this direction. Understanding sustainability trends with expert Olga Steinberg.
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EURO SHOES and CPM February 21-24 at the Expocentre on Krasnaya Presnya
The international wholesale exhibition of footwear, bags and accessories Euro Shoes premiere collection has existed for 14 years, and this year for the first time the 27th session of the professional footwear exhibition will be held in the pavilions of the largest metropolitan exhibition complex - Expocentre. Winter exhibition EURO SHOES is held in partnership with the international exhibition of fashionable clothes and accessories CPM.
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Business program EURO SHOES PREMIERE COLLECTION
Within the framework of the international exhibition EURO SHOES on February 22-23, a rich business program will be held. For two days, leading fashion market experts, business trainers and consultants in the field of retail, retail management and development, visual merchandising, marketing and consulting will conduct trainings and open seminars for visitors and participants.
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5 days before the start of the exhibition Euro Shoes premiere collection in Moscow
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Many shoe retailers and manufacturers work with marketplaces today. However, this cooperation has both its pluses and minuses. One of them is the competition between online and offline assortment, the outflow of real buyers to marketplaces, who come to offline stores only to look at the collection, try on something, touch it, choose a model that they will then buy online. As a result, stores find themselves in an unequal position with marketplaces and fail. Our regular contributor, an expert in sales of children's shoes, the manager of the Mila company, Alexander Borodin, shares his thoughts on how to solve the problem of competition between models and collections of the same brand, presented both on marketplaces and in brand stores*.
PETER KAISER – into the future with renewed vigor!
In March 2021, the well-known German brand Peter Kaiser was taken over by two new shareholders.
Crocs releases collaboration with Little Big
In a collaboration between Crocs and the popular Russian band Little Big, bright clogs in black and pink with spikes, silver chains and rivets were born. The model's design is complemented by the exclusive Jibbitz charms, presented in the form of an angry and cheerful bear, created based on the tattoo on the back of the Litle Big soloist Ilya Prusikin.
The largest international exhibition of footwear, bags and accessories EURO SHOES premiere collection will take place from 24 to 27 August in the capital's event hall MAIN STAGE
Manufacturers from Germany, Italy, Spain, Turkey and other European countries will present their spring-summer 2022 collections to Russian buyers for wholesale orders. The exposition of German companies will occupy a separate pavilion in the same style.
Hermes spring'21 clogs are in high demand
The new model of the clogs of the French luxury house Hermes is already being compared with the most coveted bag of the same manufacturer - Birkin, which can be purchased only after waiting in line on the waiting list. At the moment, the clogs of the brand's current spring collection, which were first shown on the catwalk of Paris Fashion Week in October 2020, have already been sold out, writes Footwearnews.com
Design rules for a shoe and accessories store
When you visit shoe stores, as a client, do you pay attention to how the sales area is arranged: where is the checkout, where is the fitting area and is there enough of this area inside the store or there is a line of those who want to try on shoes, but cannot ; what kind of trade equipment and how it is located; Are the aisles between the trade equipment comfortable? These and many other questions are very important when designing a shoe and accessories store. Of course, all this is laid down at the stage of developing the design of the store and its adaptation to the area of a specific room. We asked Marina Polkovnikova, a permanent SR expert in visual merchandising, shop window design and retail space, and speaker of the business program of the Euro Shoes Premiere Collection exhibition, to tell about the basic rules for designing a shoe store.
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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.
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“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.
Fur, and not only: types of lining
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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.
The best models of Czech shoes of the past
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.
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.
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. Properly 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 put off the decision for months?
Ecommerce Laws Every Seller Should Know
The sale of goods via the Internet is becoming increasingly popular and in demand, however, at the same time, difficulties arise regarding issues of legal regulation of trade through the Internet, work with delivery and returns, and maintaining cash registers. Ivan Kurguzov, Executive Director of Oborot.ru, told how to avoid possible mistakes and how to legally conduct trade through the Internet.
