KupiVIP.ru created its own clothing and footwear brands
The KupiVIP Internet holding has created its own brand, Vincent Lutens, the marketing director of the KupiVIP holding, told the Vedomosti newspaper.
At the end of last year, the retailer began selling women's clothing, footwear and accessories under the Joe Suis brand, and in April of this year, KupiVIP's own brand, Disetta, was added to it. So far, brands are represented only in online stores KupiVIP.ru and ShopTime.ru.
KupiVIP develops clothing and footwear brands in the fast fashion format, that is, the company quickly comes up with and sews dresses, blouses and skirts similar to the fresh models presented on the high fashion catwalks. “We release only win-win models under these brands that are guaranteed to be in demand. We look at the structure of demand, study what our customers are most interested in, and offer them such a product, ”said Vincent Lutens.
The retailer’s own brands account for about 5% of sales, but within three years the holding wants to increase their share to 15%, the marketing director added.
PwC experts have estimated that by saving on the promotion of their brands, the holding can sell them cheaper than similar branded products. In food retail, a private label is on average cheaper by 25-40% than a branded counterpart, oborot.ru reports.