Analysis of the state and development trends of folk costume. Development of a marketing mix for the menswear department

Zhilkina Elvira Evdokimovna, Khametova Nuria Gumerovna c. e. D., Associate Professor of the Department of Industrial Commerce and Marketing, Kazan State Technical University named after A.N. Tupolev

The sportswear and footwear market in Russia has recently been recognized as one of the most dynamically developing markets, and Kazan is no exception. Key issues that need to be addressed in the course of retail business commercial enterprise, are the price, assortment, advertising, competition policy of the enterprise. With a comprehensive consideration of these parameters of the activity of a retail trade enterprise, it is possible to identify the strengths and weaknesses of the company, and, based on the analysis carried out, develop proposals for improving the specific parameters of the company's activities. The correct solution of these issues will ensure the success of the trading enterprise and will contribute to attracting consumers. It should be noted that all the above-mentioned parameters are closely related to each other and, of course, a change in one of them will entail a change in the other.

The aim of the study is to identify the relationship of these factors, as well as the degree of influence of each of them on the formation of the level of consumer demand. The object of the study was the Sportivny Mir LLC company. Within the framework of this study, 2,351 respondents were interviewed.

The Sportivny Mir LLC company was established on 04.12.1997. The network of shops "Sportivny mir" LLC sells sports and fashion clothes, as well as sports equipment, focusing on retail trade, covering a wider range of consumers. On this moment the sports world company is represented by three stores located in the cities of Kazan, Nizhnekamsk, Almetyevsk.

The store is multi-brand, which explains its name. It presents primarily the products of three titanium manufacturers in the world of sportswear, such as Nike, Reebok, Adidas. Moreover, in each "Sports World" store they have their own department. All other manufacturers are also placed separately from each other, albeit in smaller quantities and mainly on different racks. Such a display of goods allows the consumer to find his bearings faster, without wasting time looking for things from a certain company. Also, the advantage of such a display of goods is the fact that the consumer can immediately determine the possibility of purchasing full equipment from one company, which will allow him to create a fashionable and stylish image with minimal time costs.

The concept of “high-quality” assortment of the investigated company “Sportivny mir” in this study is carried out by comparing the parameters characterizing the assortment with the parameters of the most successful competitor of the company - the chain of stores “Sportmaster”.

The assortment policy of the Sportivny Mir LLC retail trade enterprise is one of the key factors in the formation of consumer demand, as well as its competitiveness.

The surveyed multi-store contains 28 clothing brands and 11 sports shoe brands. The same picture in the Sportmaster chain of stores looks different. So, in "Sportmaster" there are 47 brands of clothing and 23 brands of footwear, which in total is almost twice the same number of manufacturers in the "Sports World". This indicates the limited assortment of the Sportivniy Mir store in comparison with its main competitor. But we consider it unreasonable to draw conclusions only on the basis of the brands presented in the stores. Therefore, we will consider the total number of goods in each of the stores, as well as the number of types and varieties of goods for a more complete and adequate picture. Brands that represent accessories, equipment, sports equipment, related materials, various kinds of equipment, underwear, socks and other products that are also important in the world of sports and recreation were not considered.

The products of Nike, Reebok, Adidas have long won the respect, trust and love of consumers. And it is not surprising that, according to the research conducted, these brands are the most popular among the surveyed respondents. For example, 38% of the residents of the Republic of Tatarstan prefer Adidas. Reebok is in second place in popularity, with 27% of respondents voting for it. In third place is Nike, 13% of respondents are ready to buy clothes and shoes from this manufacturer of sportswear and footwear.

Thus, these three manufacturers occupy more than three quarters of the sports goods market in the Republic of Tatarstan, namely 78% of the total market share. So, if we talk about the assortment of sportswear and footwear in the Sportivny Mir multi-store chain and Sportmaster chain of stores, then for the successful trade of both companies it is necessary that the bulk of the goods in the sales area are occupied by these three well-known brands. What happens in reality?

As can be seen from Figures 1, 2, the situation in the Sports World multi-store does not differ much from the assortment policy of the Sportmaster company, if we talk about the leading four manufacturers.

Rice. 1. Distribution of brands in the assortment of the Sportmaster store

Rice. 2. Distribution of brands in the assortment of the "Sports World" store

Studies have shown that the most popular and oldest company in the world of sportswear and footwear, Adidas, has a percentage ratio of 22.65% of the total number of products presented and 18.80% of the total number of products (table).

Table. Percentage of brands in the Sportivny Mir store

And this is not the leading position, but only the second in the assortment policy of the company. The honorable first place is taken by Nike - 24.26 and 25.07% of the total amount of goods presented and of the total number of products, respectively. As for the third and fourth brands, namely Reebok and Puma, their situation is not very different from their competitors.

All four foundational brands are in the mid-to-mid-price category. As for the remaining third of manufacturers represented in both stores, the picture is radically different. Thus, in the Sportivny Mir multi-store, brands prevail in the residual share of the assortment, as well as the previous leaders belonging to the middle and upper middle price segment of the sportswear and footwear market. And again, an important part is the variety of manufacturers. So, in "Sportivniy mir" there are almost two times less of them than in the "Sportmaster" chain of stores.

As for the Sportmaster store, the bulk of the brands represented in the remaining third belong to the price level below the average or economy, due to which a wide group of buyers of sportswear and footwear is formed, belonging to different social and material levels. This group is practically not represented in the Sports World multi-store, which leads to an outflow of buyers to a competitor, since in the current situation an abundance of goods, anyone wants to have a choice, even at the minimum level of payment for a particular purchase.

Analyzing the assortment policy of stores and comparing the results with the results of the study, it should be noted that the most popular product among the respondents - sneakers / shoes, 55.1% of the total number of respondents' votes. The second place is taken by shorts / trousers, this category of goods, respondents gave 13.1% of their votes in total. The third place is taken (down jacket / jacket) - 10%. Other options suggested by the respondents themselves include a tracksuit (5.6%) and T-shirts / T-shirts (6.3%). These data were obtained based on the answers of the respondents to the question about the purchases they made during the year.

Based on the information obtained in the course of the study, it was revealed that the portrait of a modern consumer of sportswear and footwear is characterized by the following parameters: these are men (41.8%) and women (58.2%) aged 18 to 39 years (74, 5%), with an income of up to 30,000 rubles (79%) per month per person, unmarried (59%).

Field of activity potential buyer sporting goods is as follows:

• mid-level employee - 33.2%;
• individual entrepreneurs, business owners - 18.4%;
• managers (administrative apparatus) - 13.8%.

For the largest number of respondents, sportswear and footwear is comfort (42%) and the need for sports (32%).

Based on the foregoing, it can be assumed that the main consumer in this market uses the desire for the beauty and attractiveness of his appearance, and, as a consequence, a change in social status.

The study revealed that most of the respondents purchase sports goods once a year (41%), 25% of those surveyed buy sportswear and shoes twice a year, and only 13% do it once a quarter. This trend is explained by the fact that the purchase of these goods is not for professional sports, but rather for maintaining physical shape, i.e. for exercising in the gym no more than three times a week for two hours, or as just comfortable clothes / shoes. Based on this, the service life of sportswear and footwear varies within a year and a half. During the same period, the acquired model remains relevant and fashionable.

The number of respondents who buy these products less than once a year is 17%.

Over the past two years, a large number of shopping malls located near the house, including a huge variety of shops. Such a combination of different types of goods in one place greatly facilitates the buying process. Since the majority of consumers make large purchases (for a large amount) once or twice a month, which is associated with the schedule of receiving Money at work, it is convenient for them to purchase various types of goods (products, household chemicals, clothes, shoes, etc.). The results of the survey confirm this - 74% of respondents prefer to buy sportswear and footwear in sports departments of shopping centers, and only 13% of respondents do this in branded separate stores.

It is also worth looking at consumer preferences for popular sports brands. The most popular brand, according to the respondents, as already noted, is Adidas (38%), followed by Reebok (2 7%), then Nike (13%), Columbia (9%) and Puma (5%).

This percentage is explained, in particular, by the price factor. Since Puma is one of the most expensive brands among the most popular, the consumer prefers to buy more affordable and no less quality products from other brands. The popularity of the Adidas brand, in turn, is explained by the fact that this brand of sportswear and footwear was intensively positioned in the market of the Russian Federation in the 90s, which led consumers to popular love and absolute trust in this brand to this day.

The factors that determine the consumer's choice of a particular product, in addition to price, are the quality, design and preference of a particular brand. The most important factors determining the choice of the consumer are the price and quality of the product. This is the opinion of 26 and 25% of the respondents, respectively. This is followed by the visual appeal of the product, i.e. design, this factor was named the most important by 22% of respondents. Brand loyalty was chosen as the determining factor by 13.5% of surveyed buyers.

The most attractive for the consumer are various marketing campaigns in one way or another associated with a decrease in the price of specific goods. According to the results of the research, the most popular promotion is a discount, 48% of respondents agree with this. Discount cards are less popular. 31% of the respondents are interested in this form of stimulation. Those who want to buy two products for the price of one are only 13%.

The study made it possible to distinguish four segments of buyers: from buyers with small purchases (from 1 to 3 thousand rubles) to buyers with large purchases (more than 10 thousand rubles) per visit.

The fundamental role of Big and Big Buyers is that together they bring from 65 to 70% of the store's income. Moreover, the number of these people is small. In our case, this figure is equal to 35.6% of buyers, that is, one third of buyers brings two thirds of the revenue.

If we specify the number of buyers in all four categories, we get the following picture:

1. buyers with small purchases - 1-3 thousand rubles - make up 24.8% of the total number of buyers. According to the study, they bring the store only 10% of the total profit;
2. buyers with an average purchase - 3-5 thousand rubles - make up 36.2% of the total number of buyers. They, according to the study, bring the store 25% of the total revenue;
3. buyers with a large purchase - 5-10 thousand rubles - make up 22.5% of the total number of buyers. They, according to the study, bring the store 40% of the total revenue;
4. buyers with a large purchase - more than 10 thousand rubles - make up 13.1% of the total number of buyers. They, according to the study, bring the store 25% of the total revenue.

It follows from the above that the store is most profitable to attract consumers with a high level of income, who can afford large purchases, than the category of consumers with an average level of income.

It was also interesting to say that the longer the consumer stays in the store, the more it becomes. consumer basket... Thus, according to the study, a purchase made in 20 minutes spent on the trading floor ranges from 1 to 3 thousand rubles, and a check of 30 minutes already goes into the category of an average purchase, that is, from 3 to 5 thousand rubles. This principle applies to the remaining categories of purchases.

It is also worth noting that the time a person spends in a store directly depends on the area of ​​the trading floor and on the quantity and quality of information about the goods offered in the store. The buyer spends 25 minutes in the trading floor, while 70% of buyers carefully study the information inside the store, and 40% buy the product after learning about it in the store.

The retailer needs to systematize and maximize the work with in-store design and communications.

This will help:

• increase the time spent by the buyer in the store and thereby increase the amount of the check;
• increase customer awareness of the goods in the store and thereby increase the size of his basket.

It should be noted that the purchase amount, and, accordingly, the profit of the enterprise, depends not only on the area of ​​the outlet, the length of stay of the buyer in the store, the quality of the interior design of the trading floor, but to a large extent on the level of preparedness of the service personnel.

Marketing research is essential for any company operating in any of the market segments. The clothing market is no exception.

At the beginning of the preparation of the marketing research of the clothing market, it is necessary to draw up a research plan and determine its parameters and sample parameters, as well as draw up the geography of the future research and the socio-demographic portrait of the respondents selected for the research.

It is imperative to determine the main characteristics of consumer behavior and their preferences. It will be important to note the following points here:

More and more shopping centers are opening and, accordingly, clothing stores, respectively, too. Therefore, they cannot be excluded from the study. It is also necessary to assess the loyalty of preferences in this area and find out exactly how the choice of a particular shopping center is made. Another factor that should be included in the marketing research of the clothing market is the influence of the shopping center itself and its advertising in general and stores in particular on the opinion of consumers and their preferences.

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It is also necessary to segment the clothing market according to the following criteria:

• Outerwear, clothing made of leather and fur, down jackets, coats, short coats and jackets
• Suits, jeans, trousers, jackets, shorts and capri pants
• Dresses, shirts, T-shirts, blouses, skirts and pullovers

The next segmentation options will be: sportswear, children's, men's and women's clothing. As well as options for choosing clothes by style, colors, material quality, price, country of origin and brand.

Thus, it is very important to choose the right company that will conduct marketing research of the clothing market, since, from all of the above, it is clear that this kind of research is quite capacious and complex. The preparation and drawing up of a research plan will also play a large role, since a sufficiently large number of points have to be taken into account, to determine the optimal segmentation, both of the market itself and of consumers who most satisfied the direction of the research.

It's not just consumer preferences that need to be taken into account in the study. It is important to conduct a study of the activities of competitive enterprises, their trends and prospects.

After the end of the study, the head of the customer company should be provided with a report with a detailed analysis of all the information received, as well as recommendations for minimizing the risks of promotion in the market and the prospective growth of the company's performance in the medium or long term.

In the structure of the Russian clothing market, about 63% of the clothing market is occupied by 11 cities with a population of over 1 million people, including Moscow. Moscow accounts for 21% of the total Russian clothing market, St. Petersburg - 14%. It should be noted that the share of the Moscow market in the volume of the Russian clothing market is decreasing (in 2006, according to the calculations of MarketMasters, the share of the Moscow clothing market was about 25.6% in the structure of the Russian clothing market, and in 2004 - 40%) ...

The retail turnover of clothing in Moscow in 2009 decreased by 20% compared to 2008. For four years, 2004-2006. the growth of retail trade turnover in Moscow was 13.9% - 16.8% per year, since 2007 the growth rate of clothing turnover in Moscow began to decline and amounted to 15% in 2007, and 10% in 2008. Kavtaev S.T. Standardization. M .: INFRA-M, 2004.

Clothing market experts believe that in the coming year the Moscow market will continue to decline - about 15-20% per year (in comparable prices). Experts note that the Moscow clothing market will not reach a state of stagnation until the beginning of 2011, and then, possibly, will begin to grow slowly.

According to a study conducted by MarketMasters in December 2009, more than half of Kazan residents (54%), when choosing a place to buy clothes, first of all pay attention to the price level of a given outlet. At the same time, when choosing clothes inside a retail outlet, men put the price factor in 4th place.

In 2009, compared to 2006, among men in Kazan, the share of those who, when choosing a retail outlet to buy clothes, is guided by the price factor, increased. And at the same time, the share of men who focus on the price has decreased, choosing clothes already inside the outlet.

When choosing stores when buying clothes, the dominant share of Muscovites (89%) prefers to buy clothes in multi-brand clothing stores. The share of those who prefer to buy clothes in mono-brand clothing stores is the highest among men aged 36 to 45

Light industry enterprises do not claim large-scale state support. It is enough for them to establish equal conditions for all market players.

Today, light industry products fill almost a quarter retail market Russia of all groups of non-food products. This is a very substantial share, for comparison - it is larger, for example, of the auto market. At the same time, according to the official data of the Ministry of Industry and Trade, in the volume of sales of light industry goods by Russian market only 21% is accounted for by domestic producers. Official imports account for 38%, the remaining 41% are goods of shadow production or illegally imported into the territory of Russia, mainly of Chinese and Turkish origin.

Curved stitches of competition Naturally, legally operating, paying taxes and liable to own employees the enterprise is in no way capable of competing for a buyer with illegal suppliers or Chinese dumping, and even in times of crisis.

Before the crisis, growth was more confident and dynamic. Now the purchasing power has noticeably decreased, and the only thing that helps us to maintain sales volumes is the influx of middle-income buyers who previously bought clothes from European brands that left the market. They slowly flow to us. Thus, due to this new consumer it is possible to survive today ”.

A few years ago, industry representatives named a shortage of quality raw materials among the main problems. Today there is a choice. If not due to the fact that domestic producers took up their minds and began to produce quality products, then again - due to the influx of imports.

However, what and what to sew is a purely private affair of each manufacturer. ... Ogvozdin, V.Yu. Quality Management: Fundamentals of Theory and Practice. tutorial... - M .: Publishing house "Business and Service", 2002.

“There is no problem of raw materials today, the quality directly depends on the price: you can take a cheap one, it will be of lower quality, you can have an average level and more expensive - the choice is wide. This is the European market, Turkish and Chinese, - says Victor Rodionov. - In China, everything is cheaper, they copy fabrics, designs of European manufacturers, they manage to do it cheaper, and sometimes the quality is not worse. We work only with foreign suppliers. All raw materials are foreign, starting with the lining, we buy only domestic threads and a little bit of accessories. "

Manufacturers of the mid-price segment, of course, look at domestic raw materials with caution. “All our suppliers are European. We have no textile industry left in the country, there is no one to choose from, - Tatiana Chukhlomina believes. - We have been working with European manufacturers for a long time - with India, China (if China is of good quality). But mainly it is Poland, Czech Republic, Italy, Turkey. We work through intermediaries. These materials are denominated in euros, and their price is constantly creeping up. But we have not raised prices for our products for two years. So far we are taking all the additional expenses on ourselves to stay afloat. "

The director of the Severyanka sewing factory is even tougher in assessing the prospects of domestic producers of raw materials: “I can say with confidence - there are no suppliers in Russia. There is not a single combine - neither silk nor worsted-cloth, the services of which we could use. They just don't exist. There are suppliers from abroad - Chinese, Moscow and Novosibirsk intermediaries, there are Turkish ones. Everything is sold in euros and dollars and is converted at the exchange rate at the time of purchase. Of course, the bulk of the supplies is China. And the accessories are all Chinese. There is, of course, a small sector, I call it underpants and buttons - these products can also be of domestic production. There is no news here. " ... Basovsky L.E., Protasiev V.B. Quality control. M .: INFRA-M, 2001.

Everything indicates that competition in the market has intensified during the crisis. Those of the Russian players who work in the segment of low-cost products, and those who had to move into this segment, found that manufacturers from China dominate here. And it is extremely difficult to compete with them in prices. Therefore, calls are increasingly being heard to completely cut off the illegal supply of goods from China.

The problem of unequal competition among manufacturers in our market is recognized at the very top. According to Mikhail Klinov, Director of the Department of Forestry and Light Industry of the Ministry of Industry and Trade, today the Russian market for goods and products of the light industry is opaque and does not represent a level playing field for all participants. “Illegally produced and imported products dictate the terms of trade, prices and sales procedures to the entire market. There is no secret - goods in Russia are more expensive than in Europe, ”he notes.

Realizing the problem, federal center, as it is typical for him, took rather harsh measures. The distribution fell on the Moscow Cherkizovsky market, which was liquidated last summer. Called by officials nothing more than a "hotbed of counterfeit and smuggling", its disappearance stimulated the growth of production in the Russian light industry. This, in particular, was stated by Vladimir Putin, the head of the Government of the Russian Federation.

Many now say that in these conditions the Russian light industry will be saved only by a new, differentiated system. customs duties... Now import duties for technological equipment are zero percent. For finished products: 20% for garments and 10-15% for shoes. Raw materials - from 5 to 15%. According to Mikhail Klinov, the position of the Ministry of Industry and Trade on this issue is as follows: raw materials, dyes, textile auxiliaries, technological equipment not produced in Russia should be imported with zero duty, and finished products should be subject to a fairly high duty.

“I don’t believe in protective measures and I think this will not happen, they will let it go on the brakes,” Igor Tikhonov is sure. - Especially since now I have started work Customs Union three states - Russia, Belarus and Kazakhstan. It seems to me that this will only contribute to the inflow of illegal imports. I don’t know how we will be able to put a barrier to the goods that will pour into our market from there. I think we need to follow the path of all developed countries - this is support at the state level: loans, credits. In the same China, from which we want to protect ourselves, first, at the expense of the state, the entire infrastructure is made on industrial sites in order to private business developed production without unnecessary investment. So you can develop. In Russia, in order to compete with China, you need to do something similar, and protective duties will not help. "

Experience shows that it is precisely the increase in duties that can provoke a revival of illegal imports, and here the state will need both tough measures to suppress it, and additional measures of real support for domestic light industry enterprises.

It should be noted that now in Russia there are tools state support light industry enterprises. The main ones are the abolition of duties on technological equipment imported into the territory of the Russian Federation; cancellation of VAT on this equipment; subsidizing interest rates of the Central Bank of Russia during technical re-equipment. In the budget of the Russian Federation, 200 million rubles are planned to subsidize the technical re-equipment of the light industry in 2010 at 2/3 of the refinancing rate. In addition, the Ministry of Industry and Trade has prepared rules for granting subsidies from the federal budget in 2011-2013 to organizations that are implementing pilot projects as part of the Strategy for the Development of Light Industry for the Period until 2020, adopted at the end of last year.

The aim of the strategy is to intensify innovative development and a technological breakthrough in the textile and light industry of Russia. The developed mechanism of state subsidies will stimulate the renewal of the technological equipment park, the production of a competitive range of new resource-saving technologies, the ministry said. At the first stage of its implementation great attention will be paid to the protection of the internal market, as well as the continuation of the adopted regulatory legal acts and economic measures and the flexible application of customs and tariff policy. In the period from 2012 to 2015, it is planned to transfer the industry to a new technological base based on the development of low-waste and non-waste technological processes... The final stage will lead the industry to a given dynamics of investment and innovation activity. ... Ogvozdin, V.Yu. Quality Management: Fundamentals of Theory and Practice. tutorial. - M .: Publishing house "Business and Service", 2002.

The strategy assumes that in a decade more than half of clothing, knitwear and footwear is domestic market will be produced by Russian industrialists. Today, Russia's needs for light industry products are satisfied in different segments by only 17-36%. By 2020, a million new jobs will be created at the enterprises of the industry. Share of industry products in total volume industrial production by 2020 should increase to 2.5% (now less than a percent). The share of Russian manufacturers in the structure of trade turnover by 2020 should be 50.5% (1 trillion 431 billion rubles against today's 402 billion rubles), the share of innovative products will be 46% in 2020 against 9% in 2008, export of products for the forecast period will quadruple, revenues to the budgets of all levels - by 3.1 times and will amount to 100.5 billion and 71.1 billion rubles, respectively - In the market they say that sales in comparable stores have fallen from 5% to 10%. We have grown by 4% in 10 months. Food market and women's clothing- the most persistent. In a crisis, a woman will not buy mink coat, but he will always buy some kind of blouse or accessory. Those who bought in the expensive segment came to us.

The crisis hit those who worked on franchising. In January - February, small franchisees could not take out a loan. Even now it is impossible to take it, but it is at least understandable, and in a crisis the worst thing is uncertainty. Kavtaev S.T. Standardization. M .: INFRA-M, 2004.

The shortage of clothes and shoes in Russia is not an illusion, it really exists. According to the Association of Fashion Industry Enterprises (APRIM), the supply of these products decreased by 15-30% depending on the segments. For the most part, the commodity deficit concerns European imports, which fill the middle and high price niches. The supply here has dropped by almost a quarter. The reason is the crisis. New collections are formed ten months before the season begins. At the beginning of this year, importers simply did not have money, as demand collapsed the previous winter. Therefore, for the fall-winter 2009/10 season, they ordered collections in a reduced volume. In addition, many importers were simply reinsured, apparently recalling the 1998 default, when, as a result of currency fluctuations, some companies went bankrupt.

Another reason for the shortage of goods in the clothing and footwear markets is the colossal balances with which most players came to the crisis. For some, these leftovers were almost twice the assortment. The fact is that many companies have conducted business ineffectively in recent years, but at the same time overestimated growth rates in order to attract investment and developers to obtain good places in shopping centers. Obviously, having such stocks, importers could only act extremely cautiously on the falling market: order small volumes and only those models that are in constant demand in Russia (by the way, the same glamor).

Yet the main reason for the current deficit is that importers misjudged the market. “At the beginning of the year, demand for fashion products fell 15-20 percent, and companies expected the decline to intensify by the end of the year. In addition, the volume of orders from European manufacturers of clothing and footwear has sharply decreased, and our importers have begun to focus on European buyers, also reducing the volume of orders, ”said Maria Smorchkova, chairman of APRIM. However, by the fall, it turned out that the Russian market shrank much less than the volume of orders from European factories of clothing and footwear. Importers were clearly not ready for such a demand.

Additional ordering of fashion and comfort Russian clothing and footwear manufacturers are doing a little better. First of all, they work in the middle and lower market segments, where demand has fallen less. But this is not the main thing. Our manufacturing companies, like importers, also reduced the production of collections at the beginning of the year due to a lack of working capital and also underestimated the demand in the fall. But thanks to them today own production there is an opportunity to quickly respond to demand, to replenish the assortment with the necessary models.

CHAPTER 2. MARKET RESEARCH

Most researchers believe that marketing is a process. It starts with researching the target market segment for which the company is going to work. Marketers determine potential demand and its size (market segment capacity), that is, they identify buyers whose needs are not sufficiently satisfied or who have an implicit interest in certain goods or services. The market is segmented and those parts are selected that the company is able to serve in the best way. Plans are being developed to create and bring products to the consumer, as well as a “marketing mix” strategy of influencing demand through the product, price, distribution channels and methods of product promotion. They create a marketing audit system that will allow evaluating the results of the activities and the degree of their impact on consumers.

Marketing research is a form of business research and applied sociology that focuses on understanding the behavior, desires and preferences of consumers, competitors and markets in a market-driven economy. This is a research activity that meets the needs of marketing, i.e. a system for collecting, processing, analyzing and forecasting data required for a certain marketing activities... In a strict sense, marketing research is any research activity that meets the needs of marketing. That is, marketing research involves the collection and analysis of data that are required for marketing activities. Marketing research is the beginning and logical end of any marketing cycle of an enterprise. Marketing research is needed to reduce the uncertainty that always accompanies marketing decisions.

Marketing research can provide information on many aspects of the market. However, marketing research and market research should not be confused. Marketing research is a broader concept that includes market research, consumer research, competitor research, and so on.

The purpose of the work is to develop skills in theoretical and experimental research, assessment and forecasting of market conditions.

Research objectives:

Analyze the Russian clothing and swimwear market;

Determine the price segment of the collection;

Define age group;

The object of the research is the market of youth clothing for resorts, namely swimwear.

At the moment, the Russian clothing market is characterized as unsaturated and relatively low-risk, which attracts investors not only from this industry, but also from fundamentally different areas of business. According to a study by the Esper Group, in the first quarter of 2012 the turnover of the apparel market was 10.8 billion euros, which is 57% more than in the same period in 2011. However, by the end of the year, significant growth should not be expected: the clothing retail market is already close to saturation. The only exception is the children's segment.

In 2011, the clothing market in Russia grew by 5%, to 36 billion euros. Among the players, brands of the mass segment grew the fastest: for example, Zara - by 20%, H&M - by 24%

In the coming years, the trend of growth in clothing sales will continue. And according to analysts, in 2015 sales will grow to 1,290,600,000 units. China ranks first among the importers of clothing. Turkey is in second place. The shares of other countries range from 3% (in kind) to 7% of total imports (in monetary terms).

The share of Russian manufacturers in the total volume of the clothing market is about 13%. The production of clothing and other textile products in the PRC is 20-30% cheaper than in the Russian Federation. The reason for this is the low labor costs. This explains the high demand for cheap Chinese goods in Russia. clothing Russian production almost entirely sold on the domestic market. There is practically no export of clothing due to the fact that our products are much more expensive than their foreign counterparts.

Of the 30 largest Russian brands (with a turnover of 150-180 billion rubles), only 2 are produced in Russia. Everything else comes from China. The price of clothes made in Russia is at least 25% higher than that brought from China. In addition, according to the expert, this is even if it is sewn from cheap, "left" fabric. In the case of legal production, the difference is hundreds of percent.

According to experts, the Russian buyer sometimes does not even look at the clothes of their manufacturers. They themselves are to blame for this. Russian companies are not yet paying enough attention to the assortment, they are not able to develop several directions at once, they are trying to occupy one rather narrow segment. It would be more promising to enter the market with wide assortment and interesting collections. Just as often, manufacturers are left behind fashion trends and directions. And as a result, the collections turn out to be morally obsolete, because many consumers are interested in fashionable things, and not from the last season. It should be noted that foreign clothing brands, the main consumers of which are Muscovites and St. Petersburgers, have begun to penetrate into Russian regions. The main strategy of Western manufacturers is a sharp advance into the hinterland of our country.

According to marketing research, the women's clothing segment occupies about 55% of the total market volume in monetary terms. Per segment men's clothing accounts for 30% of the market, and children's clothing accounts for 15% in the market structure (for consumer purposes).

According to the research conducted, about 89% of consumers prefer to buy clothes of an average price level. About 7% are economy class, 4% buy luxury ready-to-wear clothes.

The most popular places to buy clothes are chain stores (78%), brick and mortar stores (41%), indoor markets (35%) and boutiques (31%).
Regarding the factors of acquiring clothes, here the preferences were distributed as follows:

40% of respondents buy clothes on demand

27% buy clothes during promotions and sales

25% buy clothes for the season

· 8% follow fashion and buy new items.

For people living in poor countries, premium clothing is a sign of social status, like jewelry and watches. 54% of Russians say they enjoy buying prestigious brands. For comparison, in Brazil, the share of such mods is 58%. The largest number of adherents of prestigious clothing brands is among the inhabitants of India (80% of the population). Oddly enough, the least number of fans of prestigious clothing lives in France (25% of the population).

The most popular place for Russians to buy clothes (and shoes) is open clothing market(45% of respondents), but at the same time 58% of buyers in the markets are rural residents.

Large cities, in turn, are leaders in the development of modern trade formats. In cities with a population of one million, most people buy clothes in shopping centers. Factors of choosing clothes: 48% - price, 20% - comfort and convenience, 12% - fashion design.

According to experts, in 2012 the Russian Federation will take 9th place in the ranking of the most important international markets in the field of clothing trade. At the same time, the market volume will amount to 38 billion euros. Today, in the ranking of international markets, Russia ranks 9th after Canada. According to forecasts, the greatest chances of gaining a foothold in the Russian market are with chains selling fashionable, high-quality, inexpensive clothing.

Experts believe that the Russian market will grow twice as fast as the European one. In particular, the children's clothing market has the greatest prospects. At the same time, the segment of women's fashion is already very close to saturation. Expensive brands (Moscow and St. Petersburg) also have prospects in the Russian market.

According to the State Statistics Committee of the Russian Federation for 2016, the retail turnover of clothing in Russian Federation, excluding fur clothes, amounted to 1.58 trillion rubles or 23.6 billion dollars (at the weighted average dollar rate for 2016 according to the Central Bank of the Russian Federation). Thus, for the period of 2016, the share of retail turnover of clothing in the total structure of retail turnover of the Russian Federation amounted to 5.6% (for the corresponding period of 2015 - 6.2%).

Compared to 2015, the turnover of clothing in the Russian Federation decreased by 7.1% in ruble terms. If we take into account the change in the dollar exchange rate, then in dollar terms the retail turnover of clothing in the Russian Federation at the end of 2016 is 15.8% lower compared to the results of 2015.

Retail turnover of clothing in Moscow in 2016 amounted to 459.7 billion rubles or 6.87 billion dollars. Compared to the results of 2015, the turnover of clothing in Moscow decreased by 27% in ruble terms, and if we take into account the change in the dollar exchange rate, then in dollar terms the retail turnover of clothing in Moscow at the end of 2016 is 34% lower compared to 2015.

According to official statistics, the share of Moscow in the all-Russian turnover of clothing was 29% in 2016 (in 2015, the share of Moscow was 37%).

Retail turnover of clothing in St. Petersburg in 2016 amounted to 54.5 billion rubles, or 3.5% of the all-Russian retail turnover of clothing (in 2015 - 3.3%).

According to the State Statistics Committee of Russia, in 2016, clothes (including dressing and dyeing of fur) were produced in Russia in the amount of about 129 billion. rubles, which is 2.3% higher in ruble terms compared to 2015.

In the structure of Russian clothing production in monetary terms for 2016, 45% falls on the Central Federal District, 15% - on the Southern Federal District and 17% was produced in the Volga Federal District.

According to the Federal customs service the official volume of clothing imports in Russia for the first half of 2016 amounted to about 2.3 billion dollars, which is 2.5% less compared to the first half of 2015.

According to the State Statistics Committee of the Russian Federation for January-September 2016, the retail turnover of clothing in the Russian Federation, excluding fur clothing, amounted to 1.1 trillion rubles or 16.84 billion dollars (at the weighted average dollar rate for January-September 2016 according to TSB RF). Thus, for the period January-September 2106, the share of retail turnover of clothing in the total structure of retail turnover of the Russian Federation amounted to 3.8% (for the corresponding period of 2015 - 6.1%).

Compared to the corresponding period of 2015, the turnover of clothing in the Russian Federation increased by 1.9% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms the retail turnover of clothing in the Russian Federation in January-September 2016 is 9% lower compared to with the corresponding period of 2015.

Retail turnover of clothing in Moscow in January - September 2016 amounted to 328 billion rubles or 5.24 billion dollars. Compared to 9 months of 2015, clothing turnover in Moscow decreased by 10% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms the retail clothing turnover in Moscow in January-September 2016 is 20% lower compared to the corresponding the period of 2015.

According to official statistics, the share of Moscow in the all-Russian turnover of clothing in January-September 2016 amounted to 31.1% (in January-September 2015 - 35.3%).

Retail turnover of clothing in St. Petersburg in January-September 2016 amounted to 35.8 billion rubles, or 3.4% of the all-Russian retail turnover of clothing (in January-September 2015 - 3.2%).

According to the Goskomstat of Russia, in January-September 2016, clothes (including dressing and dyeing of fur) worth about 92.3 billion rubles were produced in Russia in January-September 2016, which is 1% less in ruble terms compared to the same period in 2015.

In the structure of Russian clothing production in monetary terms for the period January - September 2016, 47% falls on the Central Federal District, 16% - on the Southern Federal District and 16% is produced in the Volga Federal District.

According to the State Statistics Committee of the Russian Federation for 2015, the retail turnover of clothing in the Russian Federation, excluding fur clothing, amounted to 1.7 trillion rubles or 27.72 billion dollars (at the weighted average dollar exchange rate for 2015 according to the Central Bank of the Russian Federation). Thus, for the period of 2015, the share of retail turnover of clothing in the total structure of retail turnover of the Russian Federation amounted to 6.1% (in 2014 - 6.5%).

Compared to 2014, the turnover of clothing in the Russian Federation decreased by 1.2% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms the retail turnover of clothing in the Russian Federation at the end of 2015 is 38% lower compared to 2014.

Retail turnover of clothing in Moscow in 2015 amounted to 629 billion rubles or 10.3 billion dollars. Compared to 2014, the turnover of clothing in Moscow decreased by 5.3% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms the retail turnover of clothing in Moscow at the end of 2015 is 40% lower compared to 2014.

According to official statistics, the share of Moscow in the all-Russian turnover of clothing amounted to 37.2% at the end of 2015 (in 2014 - 38.8%).

Retail turnover of clothing in St. Petersburg at the end of 2015 amounted to 50 billion rubles, or 3% of the all-Russian retail turnover of clothing.

According to the Goskomstat of Russia, in January-November 2015, textiles worth about 131.6 billion rubles were shipped in Russia, which is 27% more compared to the same period in 2014. In the structure of Russian clothing production in monetary terms for the period January - November 2015, 55% falls on the Central Federal District, 11% - in the Northwestern Federal District and 18% is produced in the Volga Federal District.

According to the State Statistics Committee of the Russian Federation for the period January-September 2015, the retail trade turnover in the Russian Federation amounted to 19,973,312.4 million rubles, which is 6.5% higher compared to the same period last year in ruble terms.

According to the State Statistics Committee of the Russian Federation for the period January - September 2015, the retail turnover of clothing in the Russian Federation, excluding fur clothing, amounted to 1193 billion rubles or 20.13 billion dollars (according to the weighted average dollar rate for January - September 2015 according to the Central Bank RF). Thus, for the period January-September 2015, the share of retail turnover of clothing in the total structure of retail turnover of the Russian Federation amounted to 6% (for the same period in 2014 - 6.2%).

Compared to the corresponding period of last year, the turnover of clothing in the Russian Federation increased by 3% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms the retail turnover of clothing in the Russian Federation for the period January-September 2015 is 38% lower than in January -September 2014.

Retail turnover of clothing in Moscow for the period January-September 2015 amounted to 469 billion rubles or 7.91 billion dollars. Compared to the corresponding period of last year, clothing turnover in Moscow increased by 1.2% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms, retail clothing turnover in Moscow for 9 months of 2015 is 40% lower than in the same period. the period of 2014.

According to official statistics, the share of Moscow in the all-Russian turnover of clothing was 40% in the first 9 months of 2015, unchanged compared to the same period in 2014.

Retail turnover of clothing in St. Petersburg in January-September 2015 amounted to 36 billion rubles, or 3% of the all-Russian retail turnover of clothing.

According to the Goskomstat of Russia, in January-September 2015 in Russia, manufactured clothes worth about 93 billion rubles were shipped, having decreased by 3% compared to the same period in 2014. In the structure of Russian clothing production in monetary terms for the period January - September 2015, 40% falls on the Central Federal District, 19% - in the Northwestern Federal District and 18% is produced in the Volga Federal District.

According to the State Customs Service, for the period January-September 2015, clothes worth $ 4 billion were imported into Russia, which is 36% lower compared to the same period in 2014.

According to Goskomstat, in the 1st half of 2015, clothes (including dressing and dyeing of fur) were produced in Russia by 55.6 trillion rubles, which is 1.7% less in current prices compared to the 1st half of 2014. In just the 1st half of 2015, Russian enterprises shipped 7.6 trillion pieces of clothing, which is 73% less compared to the 1st half of 2014.

In the 1st half of 2015, clothes worth about $ 2.3 trillion were imported to Russia, which is 36% less than in the 1st half of 2014.

According to the State Statistics Committee of the Russian Federation for the 1st quarter of 2015, the retail turnover of clothing in the Russian Federation, excluding fur clothes, amounted to 365 billion rubles or 5.8 billion dollars (at the weighted average dollar rate for the 1st quarter of 2015). Compared to the corresponding period of last year, the turnover of clothing in the Russian Federation increased by 3.5% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms the retail turnover of clothing in the Russian Federation for the 1st quarter of 2015 is 42% lower compared to 1 quarter of 2014.

Retail turnover of clothing in Moscow for the 1st quarter of 2015 amounted to 140.5 billion rubles or 2.26 billion dollars. Compared to the corresponding period of last year, clothing turnover in Moscow increased by 6% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms, retail clothing turnover in Moscow in Q1 2015 is 40% lower compared to Q1 2014 of the year.

According to official statistics, the share of Moscow in the overall Russian clothing turnover was 38.5% at the end of the 1st quarter of 2015, unchanged compared to the 1st quarter of 2014.

The retail turnover of clothing in St. Petersburg at the end of the 1st quarter of 2015 amounted to 11 billion rubles, or 3% of the all-Russian retail turnover of clothing.

According to the State Statistics Committee of the Russian Federation for the period from January to September 2014, the retail turnover of clothing in the Russian Federation, excluding fur clothing, amounted to 31.3 billion dollars, which is 9.5% lower compared to the same period in 2013 (in the corresponding prices). Retail turnover of clothing in Moscow for the period from January to September 2014 amounted to $ 12.4 billion, which is 9.5% lower compared to the same period in 2013 (in corresponding prices). Thus, according to official statistics, the share of Moscow in the all-Russian turnover of clothing was about 40% in the first three quarters of 2014 (for the same period of 2013, the share of Moscow was 39%). At the same time, the retail turnover of clothing in St. Petersburg in the first three quarters of 2014 amounted to only about 944 million dollars (10% higher compared to the same period in 2013) or 3% of the all-Russian retail turnover of clothing (for the same period In 2013, the share of St. Petersburg was 2.5% of the all-Russian trade turnover).

According to the Goskomstat of Russia, in January-November 2014, manufactured clothing was shipped in Russia in the amount of about 3.3 billion dollars, which is 4.5% lower compared to the same period in 2013 (in relevant prices). In the structure of Russian clothing production in monetary terms for the period January - November 2014, 32% falls on the Central Federal District and 30% is produced in the Northwestern Federal District. According to the State Customs Service, for the period January-November 2014, clothes worth 7.24 trillion dollars were imported to Russia, which is 4% lower compared to the same period in 2013.

According to the Goskomstat in Russia for the period from January to November 2014, 182.5 million pieces of clothing (not including professional) were produced, which is 4.8% more compared to the same period in 2013. In the structure of clothing production for the period January-November 2014, 24% are suits, 24% - trousers and overalls, 13% - T-shirts.

What is the potential of the Russian clothing market and is there where to go with the already existing volume of 2 trillion rubles, why can't you sell European fashion in Russia and how do the tastes of residents differ? different countries, Arthur Kontrabaev, General Director of Modny Continent, which owns the INCITY and DESEO brands, said in an interview with RIA Novosti.

- What are your expectations for 2015?

- Since the beginning of the year, tech sellers in Russia say that sales in their sector have dropped by 20% this year, but what are the numbers in the field of clothing sales?

Inflation has hit all spheres of consumption, including clothing and footwear, but overall sales in our industry have declined by no more than 10-15%. By the end of 2015, a further decline in sales is predicted, but due to the redistribution of market shares among industry leaders amid an outflow of buyers from the middle segment to a more economical segment, we expect to maintain and even increase the number of our consumers. In May, we recorded a positive trend in traffic to revive demand compared to February 2015.

- Have you changed your pricing policy due to changes in the exchange rate?

The competitive advantage of INCITY and DESEO in comparison with key competitors, including foreign players, is the affordable price offer... The company plans to keep the price positioning of brands.

- And how much has the rise in price of your products made since the fall of the ruble exchange rate?

In March this year, the prices of competing companies increased by 30%. The rise in price of our products is insignificant and amounted to no more than 10-15%. Despite the fact that a significant part of the goods is purchased for dollars, we try to keep prices at the level to which our consumers are accustomed.

- You said that you buy finished goods abroad. Is this the principled position of the company? Don't you consider transferring production to Russia?

From the point of view of production, we cooperate with those markets, the conditions of which are most favorable for us. If we talk about the speed of production, then it is more profitable to deliver part of the collection from Europe, since in China the production cycle takes 4-6 months, and in Europe you can receive a batch of goods in a month to our warehouse in the Moscow region. Therefore, at the moment we are considering options for cooperation with Russian companies and with European ones to cut production cycle... Saving in terms of delivery of goods and a high level of quality of services provided are the main advantages of the development of this area.

- What percentage of production are you ready to transfer to the Russian segment?

We are approaching the issue of partial transfer and are ready to consider no more than 5-10% of our total production in China. If a strong manufacturer appears in Russia, ready to provide us with the required volumes and high quality, then, of course, we will support him: logistics is cheaper, and the development of our own market is always right.

- Have you considered the development of your production?

We do not consider launching our own production, since investments in its development are huge. We are, of course, interested in cooperation if a company appears in Russia that is ready to start production and provide quality services at prices comparable to other markets.

- Is it profitable for an investor to organize such a production?

The organization of such a production is quite difficult for a manufacturer. This process immediately runs into cost due to the need for manual labor in some production processes. And the cost of manual labor in our market is not competitive in comparison with the same China.

- How do you assess the results of the half-year for the company?

Retail figures over the past two months indicate a positive trend. May and June showed high traffic - an increase of 2% and almost 10%, respectively, as well as a significant increase in revenue. We are working on pricing, making sure that the price is relevant to the expectations of our consumer. It's such manual labor, in order to show the result in this volatile period.

- What is the potential of the Russian clothing market?

Over the past five years, the Russian clothing market has been one of the most dynamically developing industries. Despite the fact that the growth rates of the clothing market in Russia since 2014 have significantly decreased compared to previous years, they still remained at high level... The future of fashion retail in Russia is primarily associated with regional development network players and the introduction of new retail formats.

- What is the size of the clothing market in Russia?

According to experts, in 2014 the size of the clothing market amounted to about 2 trillion rubles

- And at the same time you say that the sales market still has room to grow?

It is worth going out and looking at people, how much has changed their attitude to everyday style and approach to the selection of wardrobe. Among the basic needs of Russians, according to the latest polls, the need for food and clothing is recognized, and clothing has become even more important. Of course, there is room for improvement.

- How do you solve the issue of attracting buyers?

We conduct market research on an ongoing basis and analyze the preferences of our customers, we are in constant contact with them through social media and our website. We work to maximize customer satisfaction by increasing the attractiveness of the product offer and the full presentation of the brand concept in stores: women's, men's and children's collections. We have created a new concept of INCITY stores, which we presented at the beginning of 2015 in two flagship stores in Moscow: in the Rechnoy and Columbus shopping centers.

A lot of work has been done to increase the functionality of space zoning and the introduction of modern equipment. This is a completely different service approach, with the help of which we want to create a unique atmosphere in our stores, where the consumer would like to return again and again.

- What has changed in the casual fashion industry in recent years?

The presence of democratic brands on the market has made fashion accessible to everyone. People have the opportunity to look stylish at minimal cost. Our main mission is to show people that fashion and style can and should be accessible.

- Is there a difference in the tastes of Russian and European buyers?

There is certainly a difference. The European consumer is characterized by a craving for complex colors and textures, free silhouettes and cut. The Russian customer prefers feminine silhouettes, which is why dresses are so popular at INCITY, and according to a survey of our consumers, the brand is associated with this particular category of clothing. We analyze our hits on a regular basis, and we have our own clear statistics. The task of our company is to anticipate the bestsellers of the upcoming season in order to always have them in stock.

- Maybe you can somehow gradually change the taste of Russian buyers?

We are now developing the following strategy: we take European hits into work, involve our designers and create clothes at the junction of the preferences and peculiarities of the Russian market and world bestsellers, which will be hits both in the international sense and in local markets. We want to try this principle in the fall, and if it works, we will apply it.

- Is it possible to influence the taste of the consumer?

Our task as a representative of the fashion segment is to represent the key global trends in the Russian market and provide our consumers with the opportunity to look conventionally like on the streets of Paris and Milan, without spending colossal money on clothes and overpaying for labels.

- How would you describe the quality of modern clothing?

Of course, products made from quality materials are more expensive. But at the same time, things that are more democratic in price often also do not lose their original appearance for a long time. Thus, it becomes unimportant how much you bought the thing for. Most likely, there is no direct correlation for how long you will wear it. As for our segment - the mass market, everyone knows that goods in the price range of up to 10 thousand rubles (per item - ed.) Are sewn in the same places. Therefore, I would not say that there is a fundamental difference in quality between a T-shirt for 300 rubles and a T-shirt for 4 thousand rubles. We, in turn, make great demands on the quality of our goods and on a regular basis we test materials for wear resistance, constantly refine designs and monitor the quality of the fit of products, taking into account the characteristics of various types of figures. We pay special attention to the quality of materials and introduce new technologies for sewing children's clothing.

- Well, in conclusion, I would like to ask you, do you plan to somehow change the company's development strategy during the crisis?

Article from 07/31/2015 from the site http://www.retailer.ru/item/id/119642/

Familia network to the end2015 will complete the restyling, hoping to increase traffic in stores by 10%. A year ago, in order to simply maintain a share in the fashion retail market, it was necessary to increase sales by 20%. Then Familia coped with this task, prudently increasing the number of stores by a quarter. Now the number of points in the network will grow by another 10-20%. And, since the market is not expected to grow rapidly, Familia is making a serious claim to increase its market share.

The fashion retailer Familia will complete the restyling of stores by the end of the year, which has affected all elements of corporate identity: logo, corporate identity, website design. 65 stores have already been renovated, another 30 outlets are preparing to enter the autumn season in new corporate colors. The company plans to complete this project by the end of 2015.

Global changes have affected corporate identity brand. Instead of green and blue, the main colors of the retailer were purple and olive, the logo changed, the Cyrillic spelling of the brand was changed to the Latin alphabet, the slogan "Brands free of prices!" Was added. Elements of the new Familia corporate identity have also appeared in the sales area, for example, the letter "a" from the logo is used as the main element of communications. The new brand book for the retailer was developed by the British branding agency Campbellrigg.

Renewal of stores became a natural stage in the company's development, Yulia Danilina, Marketing Director of Familia retail chain, told Retailer.RU. "We are constantly studying the experience of the world leaders in off-price retail and introducing interesting practices. At a certain point, we realized that the network has substantially outgrown the existing system of visual identity, which is outdated and began to work against us."

According to Yulia Danilina, the change in corporate identity caused an increase in traffic in the chain's stores by an average of 10%. Moreover, in retail outlets located in the Moscow region, the effect of changing the appearance is 2-3 times more noticeable in comparison with St. Petersburg and other regions, the company notes.

Simultaneously with the restyling, the company plans to significantly expand the network. Depending on how many quality sites can be found, Familia expects to open 10-20 new stores by the end of the year. A week ago, a new outlet was launched in Samara (the third in a row), and by the end of August, the fourth store of the chain is expected to be launched in Yekaterinburg.

The last major growth of the network occurred in 2013, when the number of outlets increased from about 80 to 100. The expansion then had a good effect on the chain's revenue - growth in 2014 was about 20%. True, then this was only enough to keep its share in the segment.

The company is not yet ready to discuss how the increase in traffic will affect the growth of revenue - the forecasts for revenue for 2015 will be announced only in the fall. At the same time, the non-food retail industry as a whole is in a deep crisis: in June 2015, the turnover of all players fell by 8.7% versus the level of June 2014. These are Rosstat data in comparable prices, excluding inflation (consumer prices for non-food products increased over the year by 14.2%).