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NIK - GIATOMA NICCOLI
DE GOSA MANs
Polina & Eiterou
KENDA FARBEN SPA
Mos Shoes in March. Numbers, events, plans.
The seasonal Mos Shoes exhibition was successfully held 12 to 15 March in Crocus Expo.
11 956 experts visited the exhibition during these four days, and it is 3, 75 per cent more than in September.
“Our evaluations for the results of the March exhibition are positive – stressed Olga Nikolaeva, Mos Shoes’ Director for Marketing, – Mos Shoes reflects the current state of the market, which today is in a standstill. Nevertheless, the interest for the business is not reducing, new brands and companies are emerging. The total number of exhibitors was over 400 companies from 22 countries of the world meanwhile 24% of them participated in the exhibition for the first time. Among the visitors also, there is a tendency for “renewal” of the audience – 43% of the guests came to see the fair for the first time”.
A large area was assigned to the collective and national expositions uniting the leading brands from Germany, Turkey, Armenia, China and Uzbekistan.
A special exposition was organized for Russian companies, which offered an additional marketing support program.
The purpose of Mos Shoes is not only to unite all the operators of the leather and footwear industry. Every exhibition presents to the visitors the new projects and relevant subjects for discussion.
The updated Trend Zone functioned in the framework of the March exhibition, where both exhibitors and visitors could learn about the key trends of the upcoming season. “Trend Zone is the assistance for the buyers to develop their product range – the exhibition administrators say. – Trend Zone shows the determined directions for the further formation of the manufacturing cycle.
For the first time, the March exhibition presented the division uniting the logistic and transportation companies. The side services are always requested both by the buyers and by the manufacturers, that’s why the appearance of the separate service exposition is purely logical.
An increase in the sector “leather and Components” was marked in March, and over 100 companies from 14 countries participated in it. The number of hardware and industrial equipment suppliers has grown, too, as the visitors many times had expressed their requirements in this field.
The Quest “The Way to the Childhood” was organized for the exhibitors presenting the footwear for kids and teens. The players were supposed to visit the determined booths and to answer the questions, and finally to take part in the lottery. “The quest we held in March was the first one – the exhibition organizers say, – nevertheless, we plan to enlarge it in September, applying it also in the other exhibition segments”. The participation in the quest creates the additional target traffic for the exhibitors, meanwhile the visitors have the possibility to meet new brands and learn more about the manufacturing technologies and advantages of various trademarks.
The Business program was comprehensive as usual. The International Forum of leather and footwear associations “Development of international cooperation in the leather and footwear industry” was held with the support from the Russian Union of Tanners and Shoe-makers. It was attended by the representatives of the expert associations from Belorussia, Germany, Uzbekistan, Mongolia and Russia.
The briefing on the footwear labeling was not less interesting. It is held regularly at Mos Shoes exhibition, supported by the National Footwear Union, the Center for Development of Perspective Technologies and the Ministry of Industry and Commerce.
Moreover, master classes and seminars were organized in the framework of the program, dedicated to the innovations in footwear manufacturing, sales techniques, merchandising and digital technologies implemented in retail.
The next seasonal exhibition is planned for 10-13 September 2019. We are expecting the increase in the number of the national expositions, as well as a bigger attendance at MosPel exhibition.
A series of interesting events will take place with the participation of the Russian Union of Tanners and Shoe-makers, as they celebrate their 25th anniversary this year.
A number of special marketing projects are to be implemented in the framework of the September exhibition, as well as a comprehensive digital campaign for support of the exhibitors and creation of the target traffic.