part 1     part 2part 3part 4< a href="/professional/view/modnyj_prigovor_zaplati_ato_proigraesh_813 /">    part 5

MULTICULTURAL ENVIRONMENT

However, the fact that it is now necessary to invest "more than ever" in multichannel, has been talked about in Russia for the last five years. However, experts are constantly changing priorities for possible investments, saying that yesterday no longer works today, and even more so will not work tomorrow. "Physical stores have, among other things, virtual storefronts and offer delivery on the same day or even within a few hours," recalled Alexander Ustinov. – ​It is already important to show the assortment, reduce the waiting time for the goods and ensure usability. The revolution in industrial design clearly shows this. In addition, the era of "intuitive marketers" is passing away. The most important thing is knowledge about the client and systematic mathematical analysis of trends.

Brandon O'Reilly, Managing director of FASHION HOUSE Group, noted that for his company, e-commerce remains part of the omnichannel strategy. "We want to provide our customers with the best shopping experience both in a real outlet center and in a digital environment," explains Mr. O'Reilly. – FASHION HOUSE Online Shopping, opened in April 2016, became the first online outlet in this part of the world. We try to provide people with all the advantages of the outlet plus the convenience of making online purchases. At the same time, tenants receive an additional profitable sales channel.

According to a study by the Association of Internet Commerce Companies (AKIT), the total volume of sales in the field of e-commerce in Russia in 2016 amounted to 920 billion rubles, which is 20% more than the previous year. According to AKIT estimates, in 2017 the market will reach 1 trillion rubles. "The growing younger generation,"educated and with a higher income, "prefers to buy online," Brandon O'Reilly is convinced. They are looking for the best clothes, shoes and other goods at an attractive price. According to surveys, today 61% of the population uses smartphones and about half (40-50%) use them to browse online stores and make purchases there (15%). This means that every e-commerce operator must be ready for the growing demands of mobile buyers. Of course, working in the e-commerce market, you face challenges. That is why our electronic outlet operates in flash sales mode: there is a limited-time offer from the assortment of tenant brands. These products automatically become exclusive – and a must-have deal for buyers ».

In addition, the electronic platform offers some important and convenient features, Mr. O'Reilly noted: customers can decide whether to pay online or on the spot when delivered by courier (the latter method is chosen by 75% of respondents). They can also pick up items directly at the FASHION HOUSE Outlet Center Moscow using the click&collect model ("click and pick up"). Buyers can put on clothes on delivery before making a payment, and return things if they don't fit, according to the company, 75% of buyers are sure to try on purchases.

In turn, Kira and Ruben Kanayany noted the continued growth of sales of small entrepreneurs and individuals through social networks. "This is the so-called C2C market, which unites sellers, artisans, artisans, artists and designers," experts explained. In the segment of fashionable goods, sales via the Internet allow small businesses to immediately reach consumers. These are small-scale productions, individual craftsmen and designers: tailoring, making bags, jewelry and accessories. It is possible not to pay high rent for a store or showroom in a good location, not to invest in materials and inventory, almost eliminate errors in the height-size grid when producing a batch of clothes. Some entrepreneurs do not have a showroom or even a website at all and sell their products exclusively using Instagram and VKontakte. The geography can be very wide, the coverage area is limited, in fact, only by the cost of postal shipment and the complexity of delivery. The same applies to highly specialized stores, such as professional sportswear and equipment.

It is the boom of high technologies and the development of social networks that create the ground for the further development of the so-called craft segment of the clothing and footwear market, which, however, three years ago began a triumphant march through shopping malls in the pop-up format and design fairs. "Against this background, the investments in the most modern technologies that allow us to produce products developed by designers, fashion designers and technologists in any other geographical point are the most interesting to us," said Kira and Ruben Kanayan. For example, a bright designer or fashion designer has appeared in some region. A preliminary analysis of the user reaction to its models showed that there is a sales potential. After the appropriate registration of the transaction, the models adapt to the local market and are promoted on it. Technology and software allow taking into account individual characteristics, needs and wishes. If you have the means and resources to work in social networks, through which you can work with potential customers already at the product development stage. Example: development of groups that are interested in fashionable sports and casual clothing; work with designers through social networks, discussion of their works and models; further deepening and continuation of cooperation based on the identification of opinions (through discussions and discussions in social networks). In fact, these are giant focus groups. The result – jewelry assortment formation based on the interests and preferences of potential consumers ».

In addition, it is social networks that can do what shopping malls have not been able to do so far, to involve men in active shopping.

To be continued.

< span style="font-size: 12px;">Author:Ekaterina Reutskaya

Photo: shutterstock.com