Yulia Kovalchuk, a popular Russian singer and TV presenter, became the face of the Emilia Estra shoe chain, owned by the Obuv Rossii group of companies. The company announced the launch of the new brand in June 2014.
In August, 10 stores of the new chain will open and an advertising campaign for Emilia Estra with the participation of Julia Kovalchuk will start.
The contract with the singer was concluded for a period of 1,5 years and implies the presence of the star's image in outdoor advertising and printing.
In the future, Obuv Rossii plans to extend the contract with Yulia Kovalchuk and expand the scope of cooperation.
Let us remind you that Obuv Rossii already has a successful experience of cooperation with stars: the face of the Westfalika brand has been the singer Valeria for almost 4 years.
"Promotion with the participation of stars allows us not only to increase the value of the brand in the eyes of consumers, but also to quickly achieve brand recognition in new cities, which is important in the context of a dynamically growing network," says Anton Titov, Director of Obuv Rossii Group of Companies. - When we were deciding who would become the face of the new brand, we immediately settled on the candidacy of Yulia Kovalchuk. The image of the star is 100% consistent with the target audience of Emilia Estra - they are stylish and modern young women with an active lifestyle, who are focused on success and strive for independence. "
The Emilia Estra network operates in the mid-price segment and is aimed at an audience of young women aged 25 to 30 years. Obuv Rossii plans to open 20 Emilia Estra stores by the end of 2014, and in 2015 the chain will grow by another 50 new stores. Investments in the opening of one store, taking into account the inventory, are 14-15 million rubles
Thanks to the launch of a new network in 2014, Obuv Rossii will receive an increase in revenue of 300-350 million rubles, the plan for trade turnover in Emilia Estra for 2015 is 1-1,3 billion rubles.