KupiVIP.ru created its own clothing and footwear brands
KupiVIP Internet holding company created its own brand, Vincent Lutens, marketing director of KupiVIP holding, told the Vedomosti newspaper.
At the end of last year, the retailer began selling women's clothing, shoes and accessories under the Joe Suis brand, and in April this year, another KupiVIP brand, Disetta, was added to it. Brands are so far presented only in the online stores KupiVIP.ru and ShopTime.ru.
KupiVIP develops clothing and footwear brands in fast fashion format, that is, the company quickly comes up with and sews dresses, blouses and skirts that look like fresh models presented on high fashion catwalks. “We produce under these brands only win-win models that are guaranteed to be in demand. We look at the demand structure, 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.