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MOSSHOES: leather and footwear industry in 4 days

Russia’s largest trade show for shoes, handbags, and accessories took place in IEC Crocus, Moscow, on 13-16 March. MOSSHOES proved that it is the industry’s most significant event gathering more than 600 exhibitors from more than 30 countries and 12,000 visitors in one venue. The number of European participants presenting their collections of mid and high price range has increased. March exposition included over 60 European companies, which is 17% more compared to the September event in 2017. It is worth noting that after the down period for the industry since 2014 the interest in such collections started to grow.  Considering increasing potential of the Russian market foreign exhibitors offer more favorable business terms (both in respect of sales conditions and logistics). Joint exposition of Germany known for the highest quality of goods was represented by 10 large manufacturers and wholesalers: Rieker, Salamander, Caprice, Tamaris, Marco Tozzi, Bugatti, Peter Kaiser, Romika, Jana Shoes, and S. Oliver. Having evaluated the potential of MOSSHOES, companies from Italy, Spain, France, and Portugal confirmed their participation in the exhibition in September. National expositions of Armenia, Uzbekistan, Turkey, India, and China also confirmed the growing interest in large trade show events, such as MOSSHOES.  Presence at the Russian market is a priority for these countries. In this respect MOSSHOES became a starting point for those who seek understanding of the market and effective communication with their partners. MOSSHOES organizers launched a buyers’ program specially for the collective exposition from Turkey, the purpose being to provide assistance and arranging meetings with Russian importers interested in Turkish brands. More than 120 buyers specifically interested in Turkish brands visited the Izmir manufacturers’ stand during 3 days of the exhibition. As the MOSSHOES exhibition managing office pointed out, «the time when we used to just provide the stands is over. Today MOSSHOES is the industry’s expert, and we are ready to share our twenty years’ experience with companies that are planning to enter the Russian market. Having priceless expertise in both the industry and the market we help brands to reach out to their audience, to present themselves in most advantageous manner, and to meet their buyers.  New manufacturers often test the market on the basis of their subjective understanding of what sales networks are «good» to deal with, while their product can be more relevant for the other retailers.  The aim of the buyers’ program is to help them launch their trade in Russia, to evaluate the marketing strategy, to adjust it in the long term and provide recommendations on marketing and promotion plan». MOSSHOES has decided to continue the buyers’ program and has already received positive feedback from representatives of national chambers of commerce including those of Spain, Germany, and Italy. MOSSHOES launched yet another new project – Russian designers’ section. Russian government supports talented designers.  A number of designer startups have already been acknowledged at European and worldwide trade shows. Buyers for GUM’s “SECTION” (Marusya Kovylova), WoodWood and Tsvetnoy (Denis Erkhov), La Moda (Alexandra Artyuschkina) visited Russian designers’ section of MOSSHOES. As a part of the business program, Rodion Mamontov, the founder of Le Form, the first concept store in Moscow, shared his experience with the audience. The business program is a significant part of MOSSHOES.  Acknowledged retail experts share their market experience. For example, Stanislava Nazhmitdinova, the founder of the Fashion business development agency SHTAB spoke of some promising formats of fashion retail with a special accent on the methods she believed to be the most relevant for the footwear industry. MOSSHOES plans to attract more and more audience, discover brand new projects, that will be equally interesting for both new exponents and visitors of MOSSHOES events, and our loyal partners. MOSSHOES plans extending Russian designers’ section and arranging dedicated Premium Brands’ Zone in September 2018, as the interest in premium segment has been growing lately.

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