Heading towards Moscow - development of the MASCOTTE chain in a new concept
Mascotte, the footwear, clothing, and accessories brand, continues to actively expand its network with a new concept. Renovated spaces have opened in Moscow at the VEGAS KASHIRSKOYE shopping center on the first floor (over 300 sq. m) and the Vesna shopping center on the first floor (over 400 sq. m). By the end of 2024, openings are planned at the Botanica Mall multifunctional complex on the first floor (over 400 sq. m) and the ODIPARK shopping center on the first floor (over 300 sq. m). In 2025, the brand plans to continue expanding its network of branded stores with a new concept through consistent and systematic openings in new shopping centers and rebranding of existing stores with expansion to larger spaces.
In spaces of more than 300 m², Mascotte is developing its own concept store, housing three brands as full-fledged zones as part of the development of the idea of “family shopping”. Thus, the brand provides the client with the opportunity to create complete images for the whole family from A to Z for every taste. Each salon has: the classic Mascotte collection (shoes and accessories for lovers of sophisticated trendy solutions), clothing (high-quality basic models, as well as sportier variations for an active lifestyle and leisure), a collection of the sub-brand Lite by Mascotte (a new streetwear brand for those who are used to being on the move) and collections for young fashionistas – Mascotte Junior. Thus, brands presented within the same format complement each other, which contributes to increased conversion, as well as an increase in the average check and the complexity of the purchase.
Digitalization is a distinctive feature of Mascotte salons in the new concept. On the digital surfaces in the sales area, content with a total looks capsule approach and other convenient and already familiar online shopping tools for a large number of customers are rotated. All this creates a comfortable and exciting shopping experience, opening up new opportunities for customers.
In the VEGAS KASHIRSKOE shopping mall, the LITE by Mascotte sub-brand is located in a separate area (100 m²) with a full-fledged showcase and a separate entrance. The interior concept is designed in dark colors and street style, which corresponds to the positioning of the brand. The concept is based on the concept of centrifugal force, symbolizing the dynamics and speed of the modern world, which can literally throw you out on the sharp turns of life. So the center of the interior became an island with a composition of segmented lamps in the upper part. And in the cash register area, the idea is continued by wooden parametric panels in the form of circles radiating across the surface. The concept and DNA of the shop fittings was brought from the parent brand Mascotte, which is why it comes in the form of a black+wood color scheme and black side lights.
At the new sites, the Mascotte Junior brand (target audience children 7-12 years old) is also located in a separate zone, attracting attention due to accent corporate colors and a bright pattern. In the concept of the salon in the Vesna shopping center, the children's collection occupies a fairly large space and stands out due to the central element - a ramp and a mannequin group of skaters. All models of shoes, clothing and accessories share the same quality, technology, materials and know-how as the parent brand. “We strive to help children create fashionable looks, just like adults. That is why the emphasis is on a variety of models and current design. Every child can find shoes they like. Thus, from childhood, a love for fashion, comfort and a sense of style is developed,” commented the Mascotte press service.
The company pays special attention to the new “Clothing” category, developing it in all three brands and continuing to work on product quality and design. Particular emphasis is placed on basic models in everyday style of all categories: T-shirts, vests, basic down jackets, etc. In the sales area, clothing capsules complement the brand’s main assortment – shoes and accessories, and are additionally highlighted on textile mannequins with full total looks.
“The updated concept shows excellent commercial results. We will continue to develop and improve it on new platforms, working for our favorite loyal audience and attracting new ones,” comment representatives of the Mascotte press service.
About the Mascotte brand
Mascotte is a fashion brand specializing in shoes, clothing and accessories for women and men, which has been delighting its customers with comfortable, practical and stylish models for more than 20 years. In 2023, the brand launched a new streetwear brand, Lite by Mascotte, and a children's collection, Junior. One of the main reasons for the success and demand for Mascotte products is the constant search for new technologies, quality materials and current trends. The products are aimed at the most active consumers who value a wide range and sophisticated style. Thus, freedom for creativity and the ability to realize any fashionable images are the key features of the brand.
To date, Mascotte has more than 35 salons throughout Russia, including Moscow, St. Petersburg and other major cities.
Contact us:
Website: mascotte.ru
- Denisova Julia denisova.y@mascotte.ru
- Pervozvanskaya Anastasia pervozvanskaya.a@mascotte.ru
- Stepanyan Elizabeth stepanyan.e@mascotte.ru
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