On New Year's Eve, the Zenden Group, which operates shoe retailers Zenden, Mascotte and Thomas Munz, launched a new retail format. A store in a new concept under the Digital Fashion Lounge (FAGE) brand has opened in the capital's Kashirskaya Plaza shopping and entertainment center.
The peculiarity of the FAGE store is that it most fully meets the needs of today's consumer audience willingly resorting to online technologies in the shopping process. In new retail, customers are influenced through several channels at once - through a mobile application, monitors in lounge sofas, broadcasts and product presentations in a stream zone equipped in a showcase space.
The retail space of the store offers several options for zones for trying on shoes, including zones equipped with tablets, which allow you to get acquainted with the entire range of shoe brands of the holding and its partners. In the FAGE store, footwear of all brands from the Zenden Group portfolio - Zenden, Mascotte and Thomas Munz - are presented in one space, and in the future, the range can be further expanded with footwear from third-party partner brands.
The buyer has the opportunity to try on shoes over a cup of coffee or tea and at the same time view the presented product range in the FAGE application on his own phone.
The current IT system allows the buyer, in the absence of a pair of the required size, to quickly order shoes with home delivery or to a retail outlet (for self-pickup).
Next year, the retailer plans to open up to five stores in the new concept. They will differ from each other in the size of the retail space - from 400 to 1200 sq.m.