Business program EURO SHOES PREMIERE COLLECTION
04.02.2022 7820

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 Maria Uvarova - Director of fashion retail development of the Russian lighting company Point of Support, www.k-to.ru

Natalia Frolova 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 Galina Kravchenko -

expert in fashion assortment management, business consultant, specializes in the development/purchase of commercial collections of clothing and footwear, adaptation of commercial trends, formalization of style DNA, category management of assortment in various sales channels (offline, online, marketplaces, wholesale). https://t.me/galina_krav


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 Natalia Chinenova -
Natalya Chinenova, chief consultant on business technologies in retail at Fashion Consulting Group.

@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 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.

www.fashionconsulting.ru


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 Marina Polkovnikova -

founder of the international company VMC Retail, expert in the development and launch of design concepts and merchandising, store building trainer, 22 years of experience in retail.

https://t.me/marinavmcretail


Sophia Schukina 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 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 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 Maria Gerasimenko -

CEO of Fashion Advisers and the first online school for fashion business Fashion Advisers School, expert in business management and development, business coach. Fashion business management experience - more than 12 years. Successfully defended 2 MBA dissertations (Mirbi International Higher School of Economics, Russia, Moscow, 2013) and London Metropolitan University (Great Britain, London, 2017)

Main areas of activity: strategic and anti-crisis management of the shoe business, assortment matrix management, development of motivation programs, conducting trainings in the field of management, service and sales. Clients include: Unichel, Tamaris, s'Oliver, Kotofey, Rieker, Sinta Gamma, Helly Hansen, Rusocks and others.

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 Elena Vinogradova -

Elena Vinogradova, expert in purchasing and sales in the fashion business, more than 20 years of experience in the fashion industry from buyer to commercial director of a retail chain of 30 stores, retail consultant, business coach, speaker at industry conferences.

https://t.me/fashionbusinessblog

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 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 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


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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,…
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