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Mos Shoes in September 2018. New projects and success

From 10 to 13 September in “Crocus Expo” International Exhibition Center, the main event of the Russian leather and footwear industry took place – it was Mos Shoes exhibition. Over 600 exhibitors representing about 1 000 brands from 30 countries of the world took part in the exhibition. In recent years we see the continuous growth in the number of the exhibitors from the European countries. The visitors had the possibility to examine the collections by famous brands such as, Pikolinos (Spain), Barker (Great Britain), Bartek (Poland), Democrata (Brazil), Ugg Australia (Australia), Walkys (Portugal), Sketchers (Russia), Fila (Russia), Primigi (Italy), Relaxshoe (Italy) and many others. Traditionally, Germany, India, China, Armenia and Uzbekistan demonstrated their products in the format of national expositions. This format gives the participating companies a number of advantages and additional tools to promote their brands and organize the effective interaction with potential buyers during the exhibition. After evaluating the advantages of the format, the brands of Spain and Brazil also presented their products in the framework of collective expositions. Compared to the March session, the number of visitors increased by 11.4% and amounted to 12,136 people. It should be noted that the number of guests from the regions of Russia and CIS countries has increased, considering that the format of the event, which simultaneously presents all segments of the leather and footwear industry, is convenient for buyers and allows you to see the products of different categories. Many visitors became guests of the exhibition within the framework of the buyers program, which is one of the successful projects of Mos Shoes exhibition. Its participants get the opportunity, assisted by the exhibition organizers, to schedule in advance the meetings with representatives of important chains and get feedback on their products. There was a growing interest for the exhibition “Leather and Components” from both visitors and exhibitors. This section of the exhibition brings together manufacturers of leather, accessories and the equipment for footwear and leather goods production, and it is the only one in Russia in this segment. More than 80 companies took part in the exhibition in September. Thei list includes important Russian companies such as, Russkaya Kozha, Verhnevolzhsk Tannery, Taldom Fur Factory, Markovich Company, Gramos and many others. It should be noted that the segment of companies representing equipment has significantly expanded within the exhibition. The exhibition gave the possibility to communicate with the representatives of such companies as, Desma (Germany), Kenda Farben (Italy), Corplast (Italy), Celme (Spain), Teseo (Italy), Wintech (Italy) and a number of others. MosPel – the exhibition of bags and fashion accessories – was not less interesting. It was held in parallel with Mos Shoes. Over 120 companies took part in the exhibition and there were well-known brands, among them: Pierre Cardin, Di Gregorio, Laura Ashley, Goroshek, Richezza, Tergan, Cangurione, Dolci Caprici, Fulton and a series of others, exceeding the March numbers by 59%. The special Bestseller Zone was organized in the framework of MosPel, and the exposed models had been selected by the leading fashion-experts, surely becoming the real must-have of the upcoming season. It is remarkable that the number of visitors who are interested in the segment of bags and accessories increased by 71% compared to March 2018. This index confirms one of the key retail trends, which was noted by many market experts. We are talking about the so-called total look sales, offering to the customer not only the shoes, but also the already formed image, supplemented by accessories. Every time the exposition of children and teenager footwear – Mos Shoes Kids’ – becomes larger. Over 100 companies presented their product in September, increasing the March numbers by 17,4%, moreover, and 28 companies participated in the exhibition for the first time. One more innovation of the exhibition was the Trend-Zone MS Fashion, organized jointly with the famous expert and fashion-video producer Andrey Abolenkin. The project presented 5 key trends of the autumn-winter season ‘ 19-20, designed to help the buyers to orient in the consumers’ preferences and global trends in the procurement planning. Every trend was presented in the separate area, where the visitors could feel the DNA of every segment, by means of tactile, visual, and audio components of the exposition. MS Fashion is a fundamentally new approach to the organization of the trend zone, as it makes it possible to understand the origin of every particular trend, how it can be used not only for the new collections, but also how to give the modern sounding to the product that is already on the shelves of the store. The business program of the exhibition was traditionally rich, and everyone could find something useful. Most of the speakers dwelled upon the topical issues of improving the efficiency of work in retail both in terms of marketing activities and merchandising, and in terms of personnel management. The footwear labeling issues, discussed during the session of the Ministry of industry and trade and the National Footwear Union, were not less urgent. The issue of the introduction of mandatory marking of the shoes is one of the most relevant for the industry and traditionally causes high interest from the participants and guests of the exhibition. Another significant event, confirming the international scale of the exhibition, was the Forum of leather and footwear associations “Creating conditions and promoting equal competition”, organized by Mos Shoes together with The Russian Union of Tanners and Shoemakers. During the event, such issues as customs duties and tariffs in the importing countries and Russia, the influence of associations and unions on the development of the fair competition, as well as improving the efficiency of interaction between market participants to achieve equal competition, were discussed. The meeting was attended by representatives of industry associations of Germany, Belarus, Uzbekistan, Turkey, India, Armenia and Iran. The exhibition was also visited by representatives of embassies and trade missions of the leading footwear producing countries. For more than 20 years, Mos Shoes has been a key industry professional event, bringing together all the market players. The next seasonal exhibition will be held from 12 to 15 March 2019 and it promises to be no less intense and it will allow the visitors to see the complete picture of the market and learn about the latest trends and tools for the effective work.

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