In order to organize an effective presence of the brand on the Russian market, it is necessary to take into account many factors and take them into account simultaneously.
These are:
· geographic characteristics
· seasonality
· key cities in which fashion stores and trends are concentrated, as well as the influence of the surrounding areas on the formation of actual demand in these cities existing competition
· features of cooperation with Russian dealers and buyers
These are:
· geographic characteristics
· seasonality
· key cities in which fashion stores and trends are concentrated, as well as the influence of the surrounding areas on the formation of actual demand in these cities existing competition
· features of cooperation with Russian dealers and buyers
Geography and seasonality
The Russian Federation is a huge territory stretching from east to west for 9 thousand kilometers, across three large climatic zones and 11 time zones at once!
In this regard, the presentation of new fashion collections and sales periods in Russia are strictly regulated. And the brand that has the ability to coincide with this schedule, or be flexible enough to release individual capsules and collections specifically for Russia, has an advantage.
Key cities
In addition to the capitals, Moscow and Saint Petersburg, there are 13 cities with a population of more than one million. Most of them are located in the European part of Russia (up to the Ural Mountains).
However, this does not mean at all that it is not necessary to pay attention to those regions where there are no more than a million cities. Sometimes concentrating on a remote area, where there are fewer brands than in big cities, provides marketing benefits.
Competence
Here it is important to understand the competition without separating from the geographical characteristics.
For example, Saint Petersburg, due to its proximity to Europe, is oversaturated with European brands.
A buyer from this city is used to traveling to Europe, he has certain quality, material and color requirements. And if you need to draw the attention of such a buyer to his brand, then you should take this into account.
Far Eastern cities are influenced by Chinese, Japanese and Korean brands.
The south of Russia is accustomed to Turkish products.
There are so many different products presented in Moscow that it is difficult to surprise a buyer with something.
Recently, due to changes in the global economy, many domestic brands have appeared, and those who want to enter the Russian market today will also have to compete with them.
Characteristics of cooperation
Russian buyers and distributors are used to certain patterns of cooperation with foreign brands.
Even now, when many of the usual logistical ways and cooperation methods are changing under the influence of the world situation, it is quite difficult for most to rebuild.
You will need to observe:
1. What marketing tools will the Russian partner need to start representing their brand?
2. What is needed for product certification
3. How to issue an order form to a Russian customer
4. What are the terms for receiving orders and shipping?
5. How payment and prepayment are made
6. How to arrange delivery
- when exactly you need to send materials for the next collection, how long it takes to receive orders, what percentage of non-compliance is acceptable for a Russian client
And many many others.
When we start a consulting project with a new brand, first of all, we pay attention to informing the partner about the peculiarities of the Russian market. Understanding this allows you to effectively develop other sales and promotion strategies.
The Russian Federation is a huge territory stretching from east to west for 9 thousand kilometers, across three large climatic zones and 11 time zones at once!
In this regard, the presentation of new fashion collections and sales periods in Russia are strictly regulated. And the brand that has the ability to coincide with this schedule, or be flexible enough to release individual capsules and collections specifically for Russia, has an advantage.
Key cities
In addition to the capitals, Moscow and Saint Petersburg, there are 13 cities with a population of more than one million. Most of them are located in the European part of Russia (up to the Ural Mountains).
However, this does not mean at all that it is not necessary to pay attention to those regions where there are no more than a million cities. Sometimes concentrating on a remote area, where there are fewer brands than in big cities, provides marketing benefits.
Competence
Here it is important to understand the competition without separating from the geographical characteristics.
For example, Saint Petersburg, due to its proximity to Europe, is oversaturated with European brands.
A buyer from this city is used to traveling to Europe, he has certain quality, material and color requirements. And if you need to draw the attention of such a buyer to his brand, then you should take this into account.
Far Eastern cities are influenced by Chinese, Japanese and Korean brands.
The south of Russia is accustomed to Turkish products.
There are so many different products presented in Moscow that it is difficult to surprise a buyer with something.
Recently, due to changes in the global economy, many domestic brands have appeared, and those who want to enter the Russian market today will also have to compete with them.
Characteristics of cooperation
Russian buyers and distributors are used to certain patterns of cooperation with foreign brands.
Even now, when many of the usual logistical ways and cooperation methods are changing under the influence of the world situation, it is quite difficult for most to rebuild.
You will need to observe:
1. What marketing tools will the Russian partner need to start representing their brand?
2. What is needed for product certification
3. How to issue an order form to a Russian customer
4. What are the terms for receiving orders and shipping?
5. How payment and prepayment are made
6. How to arrange delivery
- when exactly you need to send materials for the next collection, how long it takes to receive orders, what percentage of non-compliance is acceptable for a Russian client
And many many others.
When we start a consulting project with a new brand, first of all, we pay attention to informing the partner about the peculiarities of the Russian market. Understanding this allows you to effectively develop other sales and promotion strategies.