Rieker
Russian retailers do not need a common sales calendar
18.06.2014 2277

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

Adidas and Prada launch a collaborative collection of football boots

German sports giant adidas and the Italian luxury fashion house have unveiled the adidas Football for Prada collection, the world's first fashion collection of football boots. Shoe design incorporates the unique features of both brands,…
09.06.2023 132

Flo Retailing and Daher Group are bidders to buy the Russian business of Adidas

The negotiations of the Turkish holding Flo Retailing and the Middle East Daher Group with the German Adidas AG on the sale of the Russian retail chain adidas became known from real estate consultants, write…
09.06.2023 213

On June 10, an exhibition of light industry manufacturers of the Republic of Dagestan will be held in Makhachkala

Already this Saturday, June 10, the Ministry of Industry and Trade of the Republic of Dagestan is holding an exhibition-fair of light industry goods in Makhachkala with the participation of local manufacturers, timed to coincide with the Day of Light and Textile Workers…
08.06.2023 335

Vans closes branded retail and moves to wholesale sales in Russia

The American VF Corporation, which owns the brands Vans, The North Face, Timberland and others, has decided to close Vans branded retail in Russia. However, the brand will not leave the market, the company will continue to develop the wholesale…
08.06.2023 289

In Pushkin, they are preparing to hold an art project with a defile of fashion designers "Association-2023"

On June 25 in Pushkin, the Tsarskoye Selo Museum-Reserve will host the main fashion event of the St. Petersburg summer - the art project "Associations-2023". Theatrical fashion shows of the leading fashion designers of St. Petersburg will be presented in a unique…
08.06.2023 277
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning