Bet on shoes
American department stores increase the proportion of shoes in stock
The largest world department stores have decided to bet on shoes, because it is this category that leads in sales per square meter of retail space.
The largest department of women's shoes is opening in Macy's New York department store (from the fall of 2012, 280 thousand pairs of shoes will be sold in the Herald Square department store, Barneys has given an entire floor of shoes for men and women, Saks Fifth Avenue expands the area of shoe stores.
Demand is growing for several reasons.
Firstly, it is stimulated by the fashion for designer shoes. This trend in the US was influenced primarily by the TV series "Sex and the City", and now, following Louboutin, Manolo Blahnik and Jimmy Choo, a new wave of designers has appeared, whose shoes are more affordable (from $ 100 to $ 200 per pair) and no less Creteful - Tabitha Simmons, Jeffrey Campbell, Alexandre Birman, Nicholas Kirkwood and Sam Edelman.
Secondly, according to Doneger analyst Deborah Rudinskaya, haute couture literally descends to earth - almost all designers have included models with a heel height of 2,5 inches (6-7 cm) instead of the usual five-inch stilettos for them, this is expands the consumer audience at the expense of women over 40.
NPD Group statistics show that from June 2011 to June 2012, sales of women's shoes increased by 1,1% to $ 21,9 billion. “Shoes are the generator of sales in terms of profit per square meter,” says Muriel. Gonzalez, executive vice president of Macy's.
Third, the footwear is becoming part of a longer chain of "increased profitability through the sale of footwear can boost the company's stock." This is true for both Macy's and Saks Fifth Avenue.
Considering that shoe purchases, even in times of crisis, are somewhat spontaneous, all companies strive to make shopping "emotional". Macy's opens a champagne and chocolate bar in a flagship department store and is hiring athletes as couriers to deliver the shoes as quickly as possible to those ordering from smartphones. In Saks Fifth Avenue department stores, cameras are installed that allow you to immediately take photos of a client in shoes so that he can see not only in the mirror, but also on the screen, what he looks like. Based on materials from the site analpa.ru.
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