Sales season begins in Russia
20.12.2011 3755

Sales season begins in Russia

Traditionally, Russian New Year sales start somewhat later than European ones. But even at the end of November, the first Christmas trees appeared in stores, and garlands were turned on in the windows. Then the first discounts began. 
Participants of the fashion market, it seems, are not expecting any innovations, surprises and surprises from the 2011-2012 sales. On the one hand, the schemes of work have remained the same, on the other hand, the behavior of buyers is still influenced by financial fears. “If in the West we see that retailers open the sales season much earlier than usual, and come up with various non-standard techniques to attract buyers, then in Russia everything is still quite traditional,” says Anastasia Kostenko, acting director of the company. Sales Director of OJSC "Modny Continent". The prices will not change either, says Ksenia Romanovskaya, head of the assortment policy department at Finn Flare: “Now there will be no total sales, but rather targeted special offers. So it will be with us, I think the same should be expected from competitors. After the New Year, discounts for everyone will increase, this is a standard technology for all fashion retailers. As for the behavior of buyers - of course, we all look forward to the pre-holiday activity, this is also quite predictable. Compared to last year, I don't think the situation will be much better. People are scared of the coming crisis, so there is no need to wait for extravaganza of waste, although, of course, consumer activity will increase. "
Fashion retailers do not experiment with the dates of the introduction of New Year's special offers, but some of the nuances in organizing trade at our retailers still differ. In particular, at the Fashion Continent company, sales began to be held on December 9. But the main sales will still begin a week earlier than last year - from December 22. “We traditionally start with 30%. Gradually, around the end of January, discounts reach up to 70% depending on the product category, ”comment Anastasia Kostenko. In December Finn Flare from 6 every week special offers are made for certain groups of goods and the size of the discount - up to 50%. In the Obuv Rossii group of companies, they prepared for New Year’s promotions throughout the year. “On the eve of the New Year (December 17), there will be a raffle for the“ Cities of Germany ”campaign,” says Elena Khvorova, head of the procurement and sales department of Obuv Rossii GC (Westfalika brand). - During 2011, customers purchased Westfalika shoes, and each box had a postcard depicting German cities. These cards take part in the action. As prizes, sets of shoe care products, sets of creams “Favorite legs”, gift certificates worth 5 000, 7 000 and 10 000 rubles will be raffled off. ”

However, special preparation is needed in any case, and retailers are engaged in it, regardless of the sales scenario. “We strengthen deliveries, do sorting, be sure to check the availability of all goods in stores and in the warehouse, update prices in a single database,” Ksenia Romanovskaya lists the actions of Finn Flare employees. - The marketing department prepares an advertising campaign: renovates shop windows, makes stickers and posters, and places layouts in publications. We also conduct promotional campaigns in shopping centers: we exhibit promoters with leaflets, broadcast radio commercials in the shopping center. The personnel training department prepares special instructions for all sellers. "

On average, according to the interviewed retailers, from 30 to 50% of the entire assortment participate in New Year's sales. After the New Year, discounts can be brought up to 70%, after which a gradual update of the assortment for the spring collection is already underway, reports.

Traditionally, Russian New Year sales start somewhat later than European ones. But even at the end of November, the first Christmas trees appeared in stores, and garlands were turned on in the windows. Then…

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