Russian footwear company RALF RINGER has launched the first partner store in Europe. The monobrand opened in the third largest Austrian city of Linz. Assuming zero brand awareness in Europe, in the first month, sales amounted to 146 pairs (in the proportion: 60% - women's shoes, 40% - men's shoes). By the end of the year, the company, together with a partner, plans to open a second store in this city, as well as launch an advertising campaign aimed at increasing the awareness of the Russian shoe brand in Austria.
“The niche of high-quality genuine leather footwear in the middle price segment is not occupied in the Austrian market,” said Maria Snegireva, a representative of the Austrian side. - Of course, shoe stores in Linz and other cities in Austria offer Italian and German shoes made of genuine leather, but at higher prices. The cost per pair starts at 200 euros, while RALF RINGER offers similar shoes from 70 to 155 euros.
The first sales results showed that the Austrian consumer also liked Russian shoes. They do not know the Brand, therefore they ask a large number of questions: the origin of the leather, fur, country of production and design, but they are satisfied with the answers.
“Since the beginning of winter, we plan to invest about 25 000 euros in an advertising company,” says Maria Snegireva. “The brand will be presented both in outdoor advertising and in the press.”
In the long term, the company, together with a partner, plans to open franchised stores in various cities of Austria.