Phantom networks
Social media cannot be relied upon as a source of sales for both regular and new customers, according to a study by Forrester Research Inc.
The experts of the company came to this conclusion as a result of a study in which 77000 online purchases were studied between 1 and 14 on April of the current year.
The study showed that less than 1% of them can be traced to social networks, such as Facebook or Pinterest.
The conclusion is unexpected when you consider the results of the 5778 consumer survey conducted by the company in the third quarter of 2011.
Then 48% of respondents agreed with the statement that social media posts are "a great way to discover new products, brands, trends or retailers." And 40% agreed that these messages are "a great way to learn about sales and promotions."
The study report said that although consumers said they were interested in using social media as a tool to make purchases, this does not mean that they will immediately buy goods immediately after reading the message.
Analysis of the path to completion of the transaction showed that customers interact with many marketing channels, for example, email, visual and contextual advertising, before making a purchase.
According to the study, 48% of loyal customers and 33% of new customers did this in advance of the purchase.
E-commerce sites remain the channel with the highest conversions at around 30%.
Direct repeat visits, organic search, and PPC generate the most sales to new customers - 39%. Regular customers most often started their shopping journey with email.
The result of social media, which is rather pale against this background, is considered by a team of researchers as a sign that they have yet to realize their potential as a trading platform. And social media can be a powerful marketing tool.
Forrester also said that social media is much more a sales engine for small businesses that were not included in the study, retailer.ru reports.
Social media cannot be relied upon as a source of sales for both regular and new customers, according to a study by Forrester Research Inc. To this ...
Sacai and Nike collaboration sneaker images appear
At the end of this year, Nike is expected to release a new collaboration with Japanese luxury clothing brand Sacai. A feature in the design of the new sacai x Nike LDV Waffle Woven shoe model will be a textile mesh… 20.03.2023 52
A new concept store Kari Kids has opened in Moscow
The new Kari Kids store opened on March 14 in Evropeisky shopping center in Moscow. The capital's flagship of the Kari Kids chain presents a concept store of clothes and shoes, accessories and educational toys for children from 0 to 12 years old, where an important role in… 20.03.2023 58
Capital Department Store Tsvetnoy is reloading
The main "conceptual" department store Tsvetnoy in Moscow will become even more conceptual. The department store management has announced the restart of the project, which includes updating the logo, floor concept, brand portfolio and the return of the cultural… 20.03.2023 161
Ralf Ringer stops selling shoes in third-party multi-brand stores
The Russian shoe manufacturer Ralf Ringer, which is developing a retail chain of the same name, has decided to stop or significantly reduce shoe sales in independent multi-brand shoe stores in order to focus on developing its… 19.03.2023 181
Puma and Ottolinger collaborate at Paris Fashion Week
Berlin-based fashion brand Ottolinger unveiled a catchy collaboration with… 17.03.2023 332
Euro Shoes premiere collection kicked off in Moscow
This Monday, the 31st international exhibition of footwear and accessories Euro Shoes premiere collection began its work in Moscow at the Expocentre Fairgrounds.
International buyers are back at MICAM
The organizers of the MICAM international footwear show, which took place last week in Milan, noted that the number of buyers who arrived at the event this session increased by 25% compared to the number of visitors of the previous exhibition, with about half of the guests arriving at MICAM from abroad. , writes Worldfootwear.com.
Marketplace "Children's World" canceled the commission for new suppliers
The Detsky Mir marketplace announced the introduction of a zero commission and a change in tariffs for new providers of the online platform.
International shoe exhibition Euro Shoes successfully held in Moscow
The main event of last week was the largest international exhibition of shoes and accessories Euro Shoes premiere collection in Moscow. The large-scale exhibition event was held from February 20 to 23 in the capital's Expocentre, where on the same dates two more major fashion exhibitions were held - CPM Moscow and CJF - Children's Fashion 2023.
Wonders and Rococo present their latest shoe collections at Euro Shoes
Paloma Group is a regular participant of the international exhibition of footwear and accessories Euro Shoes in Moscow. At the 31 Euro Shoes Premiere Collection, held in the capital's "Expocentre" from February 20 to 23, collections of Spanish brands Wonders and Rococo are presented at stand D17.
Nearly 400 shoe factories destroyed by earthquakes in Turkey
About 400 shoe factories were destroyed in the Antakya shoe cluster during two earthquakes in southern Turkey and northwestern Syria on February 6, 2023, writes Shoe Intelligence.
Opening of the second MASCOTTE salon in a new concept in Chelyabinsk
On March 4, in Chelyabinsk, the opening of the second MASCOTTE salon in a new concept took place, located on the 2nd floor of the Almaz shopping center at 64 Kopeyskoye sh. (area - about 200 m²). We remind you that the first one is located in the shopping center "Rodnik" (Truda street, 203, 2nd floor). The main emphasis in the space of the new salon is made on natural materials and eco-design, and in the interior - on the elements of fashion style with the addition of wood texture and graphic black lines. Particular attention should be paid to the new directions of the brand: the MASCOTTE Lite collection - soon it will turn into an independent sub-brand, and a new product category - clothing. It should be noted that the interior has a digital content, without which no modern store can be imagined. It creates a comfortable and exciting shopping, opening up new opportunities for customers: a screen in the showcase area with image content and information screens around the perimeter of the shop equipment.
Slouchy boots from the new Loewe collection are the most talked about model
Soft leather slouchy boots are one of the highlights of Loewe's fall/winter 2023/24 collection, which was presented at Paris Men's Fashion Week. This silhouette turned out to be the most quoted image in social networks.
Footwear Distributors Association of America urges its members to leave China
Footwear Distributors of America President and CEO Matt Priest said it's time for U.S. shoe companies to diversify their operations and seek options outside of China as U.S.-China tensions hit an all-time high. com.
Russian business lacks capacity for delivery from Turkey
The volume of cargo transportation of Russian retailers and logistics companies from Turkey in 2022 increased by almost five times year-on-year, according to an analytical review of the multiservice logistics operator PEK. But the transport capacity is not up to the task. Due to the lack of sea services, ferries and traffic jams at road border crossings, the delivery time from Turkey to Russia in the winter period increased by 1-2 weeks. Prices have also grown: the cost of sea transportation - by 50-70%, auto-delivery - twice, ferry transportation - four times year on year.
Prada unveils new chunky models at Milan Fashion Week
Of all the Prada pieces the Italian luxury brand showcased for the fall-winter 2023 season at Milan Men's Fashion Week, the brand's chunky shoes generated the most fans, which is understandable.
Jimmy Choo Collaborates With Sailor Moon Anime Series
Following Vans, another American shoe brand, Jimmy Choo, released a capsule collection of shoes based on the Japanese anime Sailor Moon. Images of scenes from the popular anime series adorn the shoes and bags of the capsule collection, and her most striking model was a pair of pink boots embellished with Swarovski crystals, according to WWD.
Nike announces collaboration with Tiffany & Co
Tiffany & Co. sneakers The x Nike Air Force 1 Low will be housed in a signature mint-colored jewelery brand box adorned with Nike's signature comma in the center, Hypebeast.com writes.
Less than three months left to relabel shoes
Participants in the turnover of footwear products should relabel shoes with a simplified code before April 1, 2023, after which it will be impossible to sell unsold balances. Such footwear will be equated to unmarked. By March 1, 2023, the number of such commodity residues should be determined, described in full attributive composition and re-labeled.
Tiffany and Nike Unveil Joint Air Force Capsule
The result of the Tiffany-Nike collaboration was briefly kept under wraps with the Nike Air Force 1 in black suede with Nike's signature comma in Tiffany Blue. The shoe jewelry brand also got a square-shaped silver pendant placed on the heel of the sneaker and a blue box with a red interior. The shoes come with three extra pairs of laces.
Brooklyn brand MSCHF launches "Big Red Boots"
The oversized TPU upper and EVA outsole of MSCHF's Big Red Boots are devoid of any details other than the brand's branded ribbed outsole.
CAPRICE brand will present a new collection autumn/winter 2023/2024 at Euro Shoes
In the rhythm of the big cityThe nobility and elegance inherent in the philosophy of the CAPRICE brand offer us a special bright appeal in the new collection - with a strong character inspired by nature itself.
AIDINI has created a new line of shoes. Presentation at Euro Shoes
In the fashion industry, AIDINI has been successfully developing for over 30 years, creating models of elegant shoes and stylish accessories that meet the latest fashion trends.
RICONTE will present a new "space" collection at the Euro Shoes exhibition in Moscow
The promising Russian brand RICONTE has been offering its customers highly profitable, high-quality, comfortable and fashionable shoes made of genuine leather and nubuck for the 4th season. The new Fall-Winter 23/24 Milky Way collection is inspired by advances in space technology. With the development of scientific and technological progress, the flight of fantasy of RICONTE fashion designers is becoming ever larger. Brand designers use metallic sheen, futuristic shapes, interesting textures and shades. Space motifs can be traced in geometric 3D prints.
GERCHEK is a new brand on Euro Shoes from Turkmenistan
The footwear business under the GERCHEK brand began its development in 2015 in Turkmenistan and, in just a few years, the company managed to increase its production capacity from 2 to 22 million pairs of shoes per year
New Russian shoe brands: AFOUR
The St. Petersburg brand of tailor-made sneakers AFOUR does not really fit the definition of “new”, next year the brand turns 15 years old, and we have repeatedly written about the bright collaborations of the brand in our news. And yet, AFOUR is at the beginning of its journey, because the production and service concept, which was developed by the founder of the brand Vladimir Grigoriev, is new, original and has good prospects in its own way. Shoes Report interviewed Vladimir Grigoriev during Fashion Week in Moscow, where AFOUR sneakers were presented on the market and were a success.
Italian shoe industry turns to government for help
Anti-Russian sanctions hit hard on shoe manufacturers in Italy. Italian manufacturers are struggling with high inventory levels. Assocalzaturifici renews its appeal to the Italian government for help.
New Russian shoe brands: Mark Levillen
The Moscow Fashion Week, which took place this summer in the capital, gave a chance to get acquainted with new footwear brands born and developing in Russia. The markets of the Week presented incredibly feminine, one might say, handmade artisanal shoes by the St. Petersburg brand Mark Levillen. The brand was created by a married couple Lena and Dima Lozhkin. Their mules, the top of which is decorated with delicate leather flowers, already have a whole army of fans in different cities of the country and even beyond its borders. However, a number of attempts to repeat the success, which were made, including by Chinese manufacturers with Ali Express, failed, because the manual labor of a real artist cannot be repeated. Shoes Report spoke with Mark Levillen brand founder Lena Lozhkina.
How the buyer makes a purchase decision and psychological methods to influence it
In one of his previous articles, Evgeny Danchev, a permanent expert and author of our magazine, spoke about the psychological profile of a sales assistant. It was about the effective selection of applicants for the vacancy of a sales assistant. Not every employee can master the skill of active sales, since its development requires the right internal psychological attitudes. In this article, Evgeny Danchev analyzes the psychological portraits of both the buyer and the seller, since the head of a retail store needs to clearly understand what connection exists between the psychology of sales and the financial results of the store. The overall global retail trend is now towards more personalization. Against the backdrop of falling customer traffic, the seller is required to find individual access keys to each of the customers.
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.
Vans has released a collection of sneakers with the characters of the Japanese animated series Sailor Moon
American skateboarding shoe and clothing brand Vans has released a collaboration with Sailor Moon. Photos of the Sailor Moon x Vans Authentic and Sk8-Hi models have already appeared online, the shoes themselves will be on sale from June 10th.
5 trendy bags of Italian brands for this spring
The fashion market in Russia froze, realizing the new economic reality, but despite the fact that we have to say goodbye to some brands, the offer of shoes and accessories in our retail is still diverse, and our consumer still appreciates Italian design and Italian quality. Shoes Report presented in the review five trendy bags of Italian brands for the spring-summer 2022 season, which can now be purchased in Russian retail and online stores.
World Footwear Yearbook: Russian footwear market statistics for 2020
The analytical bulletin of APICCAPS, the Portuguese Association of Manufacturers of Footwear Components and Leather Products, World Footwear Yearbook has published a report on the Russian footwear market at the time of 2020. Despite the fact that many major changes are currently taking place in the economy of our country, the analytics remain relevant, Shoes Report provides the bulk of the material presented on the Worldfootwear.com website.
The main trends in colors, materials, shapes and decor in shoe models for the autumn-winter 2022/23 season
The choice that the consumer will see in stores in the autumn-winter 2022/23 season now depends on many factors: from business owners and buyers who determine the assortment strategy in the new conditions and ultimately decide what to buy, from suppliers who can or not deliver the goods on time, on the exchange rate and much more. Nevertheless, we decided to remind you of the main trends in colors, materials, decor, and shoe models for the fall-winter 2022/23 season. SR expert Elena Vinogradova prepared an overview of the trends for the upcoming autumn-winter season especially for the readers of the magazine.
Knowledge useful for shoe sellers about the features of sports models, the physiology of the feet and the biomechanics of walking
Sports shoes have ruled the ball for more than one season and make up at least half of the assortment of a retail shoe store. Models differ not only in style, color or color palette, decor, textures, but also in purpose: shoes for running, fitness, tennis, jogging and Nordic walking, casual sneakers or sneakers, shoes for hiking and active movement through the forests - in the mountains, for a wide or problematic foot ... How can a person without special education navigate all this variety of models, and what salespeople in stores must know in order to competently advise a client and help him choose exactly the pair that is necessary for his needs and features of his feet? We understand in this article.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
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.
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.
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.
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.
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.
