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Sales season begins in Russia
20.12.2011 2030

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.

The participants of the fashion market, it seems, do not expect any innovations, surprises and surprises from the 2011-2012 sales. On the one hand, work patterns have remained the same, on the other hand, customer behavior is still affected by financial fears. “If in the West we see that retailers open the sale season much earlier than usual and come up with various non-standard methods to attract customers, then in Russia everything is pretty traditional,” says Anastasia Kostenko, acting Sales Director of Modny Continent OJSC. Prices will not change, Ksenia Romanovskaya, head of the assortment policy department at Finn Flare, said: “There will be no total sales now, 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 will increase for everyone, this is the standard technology for all fashion retailers. As for the behavior of buyers - of course, we are all waiting for pre-holiday activity, this is also quite predictable. Compared with last year, I do not think that the situation will be much better. People are frightened by the upcoming crisis, so extravaganza of extravagance will not have to wait, 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 training is needed in any case, and retailers are engaged in it regardless of the sales scenario. “We strengthen deliveries, do sortings, make sure we check the availability of all goods in stores and at the warehouse, update prices in a single database,” Ksenia Romanovskaya lists the actions of Finn Flare employees. - The marketing department is preparing an advertising campaign: it updates the windows, makes stickers and posters, we place layouts in publications. We also carry out promotional campaigns in shopping centers: put up 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, fashionunited.ru 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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