Russian retailers do not need a common sales calendar
18.06.2014 2767

Russian retailers do not need a common sales calendar

In almost all European countries, the periods and sizes of discounts are strictly regulated. In Russia, however, each retailer draws up a sales calendar independently. This state of affairs invariably leads to early sales and trade wars. The current season is no exception.

"This year, summer discounts for certain product categories began at the end of May," said Elena Kabanova, Fashion Galaxy Marketing Director. This is due to unpredictable weather and not too rosy sales results in March. "At the end of June, at the latest - at the beginning of July, we will have to reduce prices by 50%, otherwise all buyers will go to other retailers."

A similar situation is observed in the luxury segment. “The discounts this season are very large (even in the Bosco brand store in GUM, discounts reach 40% for a certain assortment) and began three weeks ago,” said Dmitry Politov, Soho marketing specialist (Tommy Hilfiger Group). “We were one of the last to join the start of sales - over the past two weeks we have been doing 30% discounts on the card.”

According to Dmitry, discounts have now ceased to be a way to attract customers and have turned into a tool to change the price range. Indeed, at the first price no one is buying a product.

When this started in Europe, trade associations decided to regulate the sales process by setting up a clear timetable. “But we have no particularly influential associations,” says Dmitry Politov, “the business is closed, and everyone is trying to win on this closeness. Whoever made the discount was the first to break the bank. "

Elena Kabanova believes that control over discounts is convenient only for large well-known chains. “Our network is quite young,” says Elena, “discounts allow us to be flexible, attract new customers and build loyalty.”

In almost all European countries, the periods and sizes of discounts are strictly regulated.
5
1
Rating

Latest News

Lacoste has released a collaboration with Maison Château Rouge

At the end of the year, French fashion brand Lacoste released a collaboration with Maison Château Rouge, a Parisian brand founded by the “ultra-creative African diaspora,” writes…
05.12.2024 1085

Insole maker OrthoLite expands presence in India

OrthoLite has expanded its manufacturing facility in India, in Ambur, and opened a new sales office in Chennai. OrthoLite India was opened in 2021, and the Ambur facility has now increased its production capacity to two million insoles per…
05.12.2024 1053

The general meeting of the National Shoe Union (NOBS) took place yesterday

The meeting was attended by members of the NOBS - representatives of companies participating in the Russian footwear market, the Ministry of Industry and Trade of Russia, the Association of Retail Companies (AKORT), the operator of the marking system, the Center for the Development of Promising…
04.12.2024 1257

France holds fourth place in world leather exports

According to the forecast of the French tanners association Alliance France Cuir, France will retain its fourth position in world leather exports in 2024, generating a positive trade balance of 5,8 billion euros. However, experts fear…
03.12.2024 1154

Stuart Weitzman and Swarovski Release Holiday Shoe Collection

Swarovski crystals add a festive touch to classic pumps from American shoe brand Stuart Weitzman. More than 6000 Swarovski crystals were used to create each glittering half-pair, in the form of…
03.12.2024 1197
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning