Business program EURO SHOES PREMIERE COLLECTION
Within the framework of the international exhibition EURO SHOES on February 22-23, a rich business program will be held. For two days, leading fashion market experts, business trainers and consultants in the field of retail, retail management and development, visual merchandising, marketing and consulting will conduct trainings and open seminars for visitors and participants.
We invite everyone to visit our business program!
Dates and times:
- February 22 from 11:30 to 17:00
- February 23 from 11:00 to 16:30
February 22
11:30 - 12:30 – “Light as a sales tool in retail”
- Light is an integral part of the brand;
- Light contrasts - management of the attention of the buyer.
Maria Uvarova - Director of fashion retail development of the Russian lighting company Point of Support, www.k-to.ru
Natalia Frolova -
lighting expert in shoe and fashion retail.
12:30 - 13:30 - "Life hacks for managing the assortment of shoes and bags online: marketplaces, online stores"
- High rating factors of the cards "Shoes" and "Bags";
- Product properties that affect the redemption;
- Optimal stock per article for a high rating on the marketplace and profit.
Galina Kravchenko -
independent trend expert. Specializes in the development of commercial collections of clothing and footwear, assortment management in retail chains and wholesale companies. Introduces international experience in fashion product development into the practice of Russian companies. Successful consulting and training projects were implemented for companies in the Clothing and Footwear segments, including: Unichel, Econika, SALAMANDER, Kotofey, Lamoda, Otto Group, Gretta (ELEGANZZA retail chain), Leo Ventoni , Luxottica, Gloria Jeans, Holding Center, Oodji (ALMEO GROUP, Kazakhstan), Sportmaster, Shop&Show TV channel, 1001 DRESS, Sela, Wild Orchid, Conte and others. Author and presenter of a series of training workshops and a course of lectures on assortment management and fashion trends. He has numerous publications in b2b publications: Shoes Report, PROfashion, FashionUnited, Fashion Magazin, General Director, etc.
13:30 - 14:30 – “Features of online visual merchandising of shoes”
- Shoe photography features: "Show don't tell";
- Rules of the selling card of goods;
- Texts, fonts and graphics;
- The role of color in online visual merchandising.
Natalia Chinenova - @fcgmedia
14:30 - 15:30 – “Shoe visual trends in social networks for effective sales: photos, videos, stories, reels”
- Principles of selling photography;
- Video as the most popular sales channel;
- Why are regular stories in stories important?
- Reels is your source of new cold audience.
Ekaterina Diveeva - digital expert of Fashion Consulting Group. Professional experience: Director of Development and Promotion Department of SELA Corporation, Head of Department in the Russian office of H&M, Marketing Director of Baby Sensory Russia, specialist in visual merchandising and window dressing in various companies and at the CPM exhibition. Since 2018, he has been promoting businesses, companies, brands and individuals on social media.
15:30 - 17:00 “A profitable shoe store in 2022: how to be in the black?”
- Buyers: what has changed in 2 years of the pandemic? Why does everyone want discounts? Generation X, Y, Z - who to bet on?
- shopping center and street: rules for profitable rent;
- Trends and anti-trends in shoe retail: working solutions - what and why to implement, what to refuse?
- The formula for a successful shoe store = design + purchasing + merchandising + marketing.
Marina Polkovnikova - founder and head of VMC Retail agency, expert in visual merchandising and store building; @marinapolkovnikova_official, Vmcreta
Sophia Schukina - Partner of AMExpert, an expert in the field of consulting and marketing research of buyers of shopping centers.
February 23
11:00 - 12:30 – “Creation of selling visual content for online sales based on the identified USP. Where to find a category manager or how to grow this specialist?
- The main mistakes of brands when creating a USP;
- Adaptation of the specifics of the teleshop for online sales;
- How to increase your online sales by 40% by creating visual content that reflects your USP?
- How to increase sales through competent category management - real case studies.
Emina Ponyatova -
expert in the areas of “Assortment planning”, “Analytics and category management” with more than 15 years of experience in the fashion industry. Work experience: buyer and category manager - brands Replay, Pepe Jeans, Hugo Boss, Armani Collezioni, Stefanel, Missoni. Head of Analytical Department - TsentrObuv and Modis. Author and speaker at courses at Fashion Factory, SkillBox and Fashion Advisers schools, consultant and online coach, teacher at the Russian Economic University named after G.V. Plekhanov.
Tatiana Vasilyeva - more than 10 years in the fashion industry. founder of the agency for the promotion and development of clothing brands E-2, founder of the Tri Maruski brand, strategic ex-fashion producer on the ShopAndShow TV channel, author of the course “Creating a selling USP; Identification of the target audience of your brand.
Telegram - @E2fashion
12:30 - 13:30 - “Million dollar salesman: how to boost sales in a shoe store?”
- A diamond in a haystack: 5 main qualities of a strong seller;
- Blame yourself: what should a manager do for high sales?
- Quick recipes: how to increase sales by 15% in 7 days?
Maria Gerasimenko - General Director of Fashion Advisers, business coach, expert in the field of management and development of fashion business. Main areas of activity: building business processes in the fashion industry, assortment matrix management, visual merchandising, sales and service management, development and implementation of loyalty programs.
Website: fashion-advisers.ru
Online school: school.fashion-advisers.ru
Telegram: @fashionadvisers
13:30 - 14:30 - "Messengers and social networks: how to sell clothes and shoes online?"
- Ways to attract and retain an audience on Instagram: ideas and tricks;
- Rules for online communication with clients;
- Selling algorithm of correspondence in messengers and direct;
- Analysis of successful cases and anti-examples.
Elena Vinogradova - an expert in sales and purchases in the fashion business. Author of a business blog for clothing, footwear and accessories stores.https://t.me/fashionbusinessblog
https://youtu.be/ITZYQCURGGs
14:30 - 15:30 – “How to develop a shoe sales motivation that increases sales by 25%?”
- Material and non-material motivation of sellers;
- How to develop kpi?
- How to take sellers out of their comfort zone?
- How to implement personal sales plans?
Evgeny Danchev -
business coach, consultant, expert in increasing sales of the fashion market. Author of the book "A Practical Guide to Increasing Sales of Shoes and Accessories". Author of sales scripts "60 responses to customer objections in a retail shoe store" and "Standards for retail shoe sales." Creator of an online school for fashion market leaders.
@evgenydanchev, www.wconsulting.su
15:30 - 16:30 - "How to manage customer behavior in a shoe and accessories store and increase sales efficiency?"
- How do buyers see the collections? What is valuable to them today?
- The main methods of product presentation to increase sales in shoe stores;
- "Saw - bought - remembered - returned": how to make this formula work?
Anna Balandina - owner of visual communications agency VM Guru, market expert in visual merchandising and store design.
@anna_balandina_vmguru, @vm_guru, www.vmguru.ru
Results of the round table of shoemakers with the Ministry of Industry and Trade of the Russian Federation, CRPT, NOBS and Wildberries
World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels
How to double the sales of a shoe store?
New direction of exhibitions in Alma-Ata: Euro Shoes @ Elite Line & CAF
Round table with representatives of shoe factories of Dagestan with the support of the Ministry of Industry and Trade and NOBS
We are ready for active development in the Russian market
Friedrich Naumann, CEO of the Tamaris brand, told Shoes Report about the company’s ambitious plans, business development in Russia and expansion of the retail network, and also shared details about new collections and launches.
Coach turned to Big Data analysis and won the interest of a young audience
American handbag brand Coach has planned the success of its Tabby model among a younger audience, Generation Z, by turning to big data analysis, abandoning traditional and analogue tools, such as human intuition or the ability of any executive to sense “which way the wind will blow,” writes B.O.F.
IDOL updates the concept
The IDOL brand, part of the Melon Fashion Group portfolio, opened the first flagship in an updated concept in the Aviapark shopping center in Moscow.
Louis Vuitton opens a new factory in Italy
Louis Vuitton has opened its second shoe factory in Italy. After opening the first one in Fiesso d'Artico in Veneto, the LVMH flagship brand has just opened a new production site dedicated to this category of footwear in the industrial zone of Civitano in the Marche region. There is also another brand production facility in Tuscany, where bags and leather accessories are produced, writes fr.fashionnetwork.com.
The Euro Shoes@CAF exhibition will be held in Almaty
From March 11 to 13, the Euro Shoes@CAF (Central Asia Fashion) exhibition will be held in Almaty at the Atakent exhibition complex. The exhibition, which is the largest international event in the fashion industry in Central Asia, will present collections of clothing, shoes and accessories.
VAGA SHOES is a new participant in the Euro Shoes premiere collection
The Russian women's shoe factory VAGA SHOES will take part for the first time in the international exhibition of footwear and accessories Euro Shoes premiere collection in Moscow.
Euro Shoes will start operating on February 19 in Moscow!
The winter session of the international exhibition of footwear and accessories Euro Shoes premiere collection will be held in Moscow at the Expocenter from February 19 to 22. The organizers promise the presence of all the main participants at the exhibition, as well as new names from Europe, Asia and Russia.
American buyers couldn't buy Birkin bags and sued Hermès
French fashion house Hermès is facing a lawsuit in California from two customers who were unable to purchase exclusive Birkin bags. The fashion house is accused of unfair commercial practices.
John Galliano and Christian Louboutin created the Tabi collection for Maison Margiela
Maison Margiela creative director John Galliano and French shoe designer Christian Louboutin released a shoe collaboration that was included in the Maison Margiela Artisanal spring 2024 couture collection. The design duo created six versions of the Tabi shoe. All shoe models in the collection have a split toe - a characteristic touch of the signature Tabi shoe model of the Maison Margiela brand. And Christian Louboutin gave the shoe its signature red sole.
Why Rendez-Vous and Yandex Lavka released a “bread bag”
Shoe retailer Rendez-Vous announced the launch of a spring collaboration with Yandex Lavka and released a roll that resembles the shape of a woman’s handbag. This “Bread Bag” is presented in the Yandex.Lavka application at a price of 249 rubles. On the product packaging there is a promotional code for 1000 rubles, which can be spent in the Rendez-Vous network.
Camper has released innovative sneakers - designers
Spanish brand Camper's new Roku sneaker features six interchangeable components to create up to 64 different looks and color combinations. Roku means "six" in Japanese.
Christian Louboutin presented a collection in a cowboy style
At the Loubi Show in Paris, the French luxury brand Christian Louboutin presented its fall 2024 collection, following the trend - in the style of the Wild West. It included cowboy boots and rhinestone loafers.
Fashion Week takes place in Moscow
Fashion Week takes place in the Russian capital. Events include fashion shows, markets where you can purchase clothes, bags and accessories, and a B2B Showroom for fashion industry professionals.
Fashion trends Fall-Winter 2023/24 for commercial footwear purchases
Permanent contributor to Shoes Report. Elena Vinogradova, an expert in sales and purchases in the fashion business, prepared an overview of the trends for the autumn-winter 2023/24 season especially for us.
MSCHF and Crocs launch "Big Yellow Boots"
Creator of the Big Red Boots, Brooklyn brand MSCHF has teamed up with American plastic clog and sandal brand Crocs for another oversized shoe. The new Big Yellow Boots will go on sale on August 9th.
Five rules of professional lighting for a shoe store - something that is relevant in any season
When developing a lighting concept for shoe retailers, it is important to take into account not only the history of the brand, the architectural content of the premises, the target audience of the stores, but also the seasonality of the goods. With the onset of the cold season, client preferences change: bright weightless shoes are replaced by more massive models in discreet dark colors. Despite significant differences in summer and winter collections, the overall philosophy of the brand, its recognition should remain unchanged at any time of the year. Tatyana Ryzhova, an SR lighting expert in fashion retail, has identified five basic rules for a competent lighting concept for a shoe store for readers of the magazine, which will help to present winter assortment to customers in a winning way.
Bertsy: what to look for when choosing a model
Bertsy and tactical boots are becoming more and more relevant footwear, and not only because of the start of the hunting season. In Russia, there are several dozen enterprises producing this type of footwear. Oleg Tereshin, Deputy Chief Technologist of ZENDEN, told Shoes Report about the differences and features of ankle boots and what you should pay attention to when buying them in specialized retail and online.
I doubt and object: how to find an approach to difficult clients?
How good and serene would be the work of a salesperson if the customers were calm, cheerful, always knew exactly what they wanted, and bought, bought, bought! It is a pity that this is possible only in dreams. Therefore, we will not dream, but we will act. Together with Maria Gerasimenko, a permanent author of SR, we understand the doubts and objections of buyers and build a strategy for working with them. Our expert pays special attention to the two main objections of buyers, on which 82% of sales are lost.
EURO SHOES presents an updated section of the GLOBAL SHOES exhibition with collections of shoe and bag brands from Asian countries
EURO SHOES premiere collection is expanding. Along with the traditional pool of leading European footwear brands from Germany, Spain, Italy and Turkey, several dozen footwear and bag brands from the Middle Kingdom will be presented in the GLOBAL SHOES section at the Moscow Expocentre from August 29 to September 1.
Two prominent Russian fashion designers Vyacheslav Zaitsev and Valentin Yudashkin passed away
One after another, two days apart, Vyacheslav Zaitsev and Valentin Yudashkin, outstanding fashion designers, whose work for the whole world was a kind of hallmark of fashionable Russia, left this world.
World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels
The Portuguese association of shoe manufacturers APICCAPS published the 13th edition of the international statistical bulletin World Footwear Yearbook for 2023, according to which in 2022 the production and export of shoes worldwide increased by 7,6% and 9%, respectively, and the world production of shoes reached 23,9 billion couples and returned to pre-pandemic levels.
Rostov footwear brand Novak presented a collection of sneakers and sneakers
In the spring-summer 2023 season, the Rostov-on-Don shoe brand Novak presented a cute collection of sneakers and sneakers for every day. The upper of the shoe is made of genuine leather, suede, nubuck, the sole is made of light EVA.
How to create selling visual content for online based on the identified unique selling proposition?
What is a USP (unique selling proposition) and what is it for? Why is the USP creation service in great demand among fashion retailers today? How to create a working USP? Answers questions and provides step-by-step guidance on how to define your unique selling proposition and work with it to increase online sales, Tatyana Vasilyeva, an SR expert in the promotion and development of fashion brands.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?
