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, he is stimulated by the fashion for designer shoes. The trend in the US was primarily influenced by the series Sex and the City, and now after Louboutin, Manolo Blahnik and Jimmy Choo, a new wave of designers has appeared whose shoes are more affordable (from $ 100 to $ 200 for a pair) and no less creative - Tabitha Simmons, Jeffrey Campbell, Alexandre Birman, Nicholas Kirkwood and Sam Edelman.
Secondly, according to Doneger analyst Deborah Rudinsky, high fashion literally descends to the ground - almost all designers included in the assortment of models with heels 2,5 inches high (6-7 cm) instead of the usual five-inch hairpins for them, this expands the consumer audience at the expense of women older than 40 years.
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 Macy's.
Thirdly, shoes become part of a longer chain “increasing profitability by selling shoes can increase the company's stock.” This is true for both Macy's and Saks Fifth Avenue.
Given that shoe purchases, even during times of crisis, are somewhat spontaneous, all companies strive to make shopping “emotional.” Macy's opens a bar with champagne and chocolate in the flagship department store and employs athletes as couriers to deliver shoes to those who ordered from smartphones as quickly as possible. Saks Fifth Avenue department stores have cameras that allow you to immediately take photos of the client in shoes so that he can see not only in the mirror, but also on the screen how he looks. Based on materials from the site analpa.ru.