Marketing research of the sportswear market. Analysis of the men's clothing market in the city of Syktyvkar

The branch of the company "Suitmen" in the Sughd region in Khujand will provide services to residents of the entire region. And also the choice was made as a result of the analysis of the number of resident population by age categories in the Sughd region at the end, 2009.

The number of resident population by age categories of the Sughd region, at the end of 2009.

Table 1

Thus, we found that the resident population aged 25-29 - young people make up the majority in the analyzed groups. It was revealed from the survey that it is this age category that seeks to buy clothes (for educational founding centers, weddings, etc.).

In order to plan and implement an effective marketing strategy, it is first necessary to give a clear and reasonable definition who exactly are the consumers of our services, and who could become them. In this regard, a number of questions arise for the resolution of which marketing research is being carried out. To conduct a marketing research to identify the market capacity in the business of selling men's outerwear in the Sughd region, we implemented the following activities:

• 1. A questionnaire was developed to identify interests potential clients, to determine the gradation of acceptable prices and identify criteria by which potential customers can be grouped or divided into segments.
• 2. A survey of residents of the Sughd region was conducted.

1. Item, which country do you prefer? a) Turkey b) China c) Italy G) ________ 2. What clothes do you like best? a) sports b) classical in) ___________ 3. From which store would you like to buy clothes? a) suitmen b) Nur c) Popolare d) Javoni e) _______ 4. What material do you like the most? a) wool b) cotton c) synthphone d) kremplin e) _______

5. Why would you like to buy clothes from the "Suitmen" store? a) quality b) price in) _______ 6. Are the prices shopping store“Suitmen” acceptable? a) yes b) no 7. What is the convenient way to contact Suitmen Trade Store for you? a) by phone b) online applications c) personal contact 8. Will the electronic version (website) of the “Suitmen” trade store be convenient for you? a) dab) no 9. Will you have problems with authorization? a) dab) no 13. Would you recommend this store to your friends? a) yes b) no

The result of the survey

Evaluation of the activities of the shopping store "SUITMEN"

This study aims to identify the strengths and weak sides work of the trade store, in order to further improve and improve the activities of the clinic.

50 respondents participated in the survey.

The survey showed that of those surveyed, 45 respondents (90%) buy Turkish-made goods, and 3 respondents (6%) Chinese-made goods, as well as 2 respondents (4%) Dubai-made goods.

The next question showed that out of the number of respondents, 18 respondents (36%) buy goods from the “Popular” store, and out of 12 respondents (24%) prefer to buy goods from the “Nur” store, as well as 10 respondents (20%) prefer goods from "Javoni" store, and 10 respondents (20%) prefer goods from the "Sutmen" store.

Clients believe that the best material is:

wool 25 (50%)

cotton 25 (50%)

Respondents also answered the question why they prefer to buy clothes from this store:

Because of the price 2 respondents (4%);

Because of the quality 8 respondents (16%);

And 40 respondents (80%) have not yet bought goods from this store.

The price affordability of the retail store was assessed as follows:

"prices are acceptable" - 10 (20%)

"prices are unacceptable" - 0 (0%)

"I don't know" - 40 (80%)

Also, the respondents were asked the best way in connection with the "Suitmen" trade store, to which they answered as follows:

• 29 (54.16%) respondents answered that they are satisfied with the communication "by phone"
• 13 (16.66%) respondents are not against "online application"
• 8 (29.16%) respondents prefer "personal contact"

Regarding the electronic version (website) of the shopping store, the respondents expressed their answers as follows:

45 (90%) respondents reacted positively

5 (10%) respondents reacted negatively

Conclusion and Conclusions

Thus, the study showed that the "Suitmen" shopping store is not very popular among the population. The conditions and services of the trading store are of good quality goods. At the same time, the competence and communication skills of the staff need to be improved, therefore, it is necessary to conduct trainings on communication skills for the staff.

Product prices are quite low.

To attract more new customers:

expansion of the service package;

by lowering prices for services;

by introducing a system of discounts for regular customers.

The respondents also indicated that they were not against the creation of a store website, for easier access to information.

In general, the work in the store is satisfactory.

Top Store Competitors menswear"Suitmen"

The main competitors of PE "Suitmen" on domestic market are all stores selling outerwear for men located in the region and performing and providing services. The main ones are:

Table 2.

Competitors of the projected men's outerwear store

Characteristics of competitiveness.
The level of quality of the service provided.
Range of services provided
Service personnel level
Sale of goods per month
Store locations.		Not far from the center	Not far from the center	Not far from the center
Providing discounts

Table 3

SWOT - analysis of men's outerwear store "Suitmen"

The present
Strengths of the store	Shop Features
Shopping room Walking the buyer on the trading floor and examining the goods on the shelves of the Store Personal contact between the buyer and the seller (consultation) Buyer's choice of goods Goods order Issuance by the seller and delivery of the invoice to the buyer for payment	Virtual store Viewing server pages by the buyer Consultation with the seller (if necessary) by computer network or by phone Buyer's choice of goods Ordering goods through the server Shipping by seller computer networks invoice buyer
Weaknesses of the store	Store Threats
You can’t “touch”, you can’t find out more than what is written (example: furniture, clothes) Warranty issues, maintenance Often long delivery times	Global economic crisis The presence of competition. crackers Equipment failures Dependence on the delivery service Software bugs Changes in policy and taxation Limited system bandwidth

Store threats.

• 1. The global economic crisis and the associated depreciation of the national currency, in connection with this, a decrease in the purchasing power of the population;
• 2. intense competition;

In the case of opening a kiosk on the street, it is not difficult to assess the competitive environment; competitors will be everyone who sells the same product within sight. When ecommerce the situation is somewhat more complicated.

Depending on shipping costs, as well as currency fluctuations and differences in labor costs, competitors may be located anywhere. Internet - in the highest degree competitive and rapidly developing environment. In popular industries, new competitors emerge almost daily.

3. crackers;

The most popular e-commerce threat comes from computer intruders - crackers. Any enterprise is subject to the threat of attack by criminals, while large e-commerce enterprises attract the attention of computer hackers of various skill levels.

The reasons for this attention are varied. In some cases, this is just a "purely sporting" interest, in others - a thirst for fame, attempts to steal money. Site security is ensured by a combination of the following measures:

Backing up important information

Using software with data protection capabilities and updating it in a timely manner.

Auditing and logging to detect successful and failed hack attempts

As a rule, hacking succeeds due to an easily guessed password, common configuration errors, and untimely software updates. Relatively simple measures are enough to protect against a not too sophisticated cracker; as a last resort, you should always have a backup copy of critical data.

4. equipment failures;

It is quite obvious that the failure of a critical part of one of the computers of a company whose activities are concentrated on the Web can cause significant damage to it.

Downtime protection for sites that are under heavy load or performing important functions is provided by duplication, so that the failure of any component does not affect the functioning of the entire system. However, even here it is necessary to evaluate the losses from possible downtime in comparison with the costs of purchasing additional equipment.

5. power failures, communication lines, networks and delivery services;

Dependence on the Internet means dependence on many interconnected service providers, so if the connection to the rest of the world suddenly breaks, there is nothing left but to wait for it to be restored. The same applies to power outages and strikes or other disruptions to the delivery company.

6. software errors;

When business activity depends on software, it is vulnerable to errors in this software.

The likelihood of critical failures can be minimized by installing reliable software, rigorous testing after each replacement of failed hardware, and applying formal testing procedures. It is very important to accompany any innovations to the system with thorough testing.

7. changes in policy and taxation;

In many countries, activities in the field e-business not defined (or insufficiently defined) by law. However, this situation cannot last forever, and the settlement of the issue will lead to a number of problems that may lead to the closure of some enterprises. In addition, there is always the danger of raising taxes.

8. limited system bandwidth.

At the design stage of the system, it is necessary to provide for the possibility of its growth. Success is inextricably linked to workloads, so the system must allow equipment to be scaled up.

Limited performance gains can be achieved by replacing hardware, but the speed of even the most advanced computer has a limit, so the software must be able to distribute the load across several systems before this limit is reached. For example, a database management system must provide simultaneous processing of requests from several machines.

Purpose of work: The purpose of this work is to analyze the men's clothing market in the city of Syktyvkar. To achieve the following goal, it was necessary to perform the following tasks: theoretical aspects marketing in trade; consider the distinctive features of buyers - men; give a general description of the men's clothing market in Russia; identify the main players in the menswear market in Syktyvkar; analyze the factors influencing the choice of store; evaluate stores according to these factors; identify the strengths, weaknesses, opportunities and threats of the Ketroy store; The object of the study of this work was the buyers of the stores, and the subject was consumer preferences when choosing a store where a purchase will be made.

Marketing mix Trade marketing encompasses activities related to the wholesale and retail sale of goods to the final consumer. Trade marketing is the marketing of trade services, including the purchase of goods and the formation trade assortment in accordance with the demand of customers, the organization of trade processes and public services, the provision of information to consumers and in-store advertising, the provision of additional trade services, etc. Consider the features of the elements of the retail marketing complex. The traditional 4P marketing concept identifies the following components of the complex: product (product), price (price), place (place), promotion (promotion). Using the specific application of this concept to the market of resellers, we need to consider the transformation of these elements of the marketing mix. In addition to this, in relation to the field of trade marketing, we consider it necessary to add three additional factors - location, staff and design, which affect the marketing activities of trade enterprises. First of all, we note that in trade marketing, a service acts as a product. Features of trade marketing are associated primarily with such properties of a trade service as its intangibility, inseparability from the manufacturer, perishability and variability of quality. The specificity of the quality of the service is explained by its instability, the inability to test it. Here it is advisable to talk about the level of quality expected by the consumer and actually received. Traders and their customers often have different ideas about the required level of service. The main task of trade enterprises is to provide the opportunity to purchase goods with the appropriate quality of trade services.

The following factors influence the choice of product design within a retail enterprise: store image, for example, all sizes of one product are presented at once, this creates a sense of order; packing by the piece, by weight, etc.; the nature of the product bottles (on the shelf), cosmetics (samples). Exist following methods product presentation in the store: the ideological representation of the product is based on the image outlet, items are grouped to show options for their use; grouping by type and style organization by color scheme; price equalization (several products of the same category, sold at different prices, displayed side by side); a vertical representation that takes into account the movement of the human eye; 3D view exhibiting a large amount of goods frontal view shows the most attractive side of the goods.

Consumer Behavior There are various theories that explain consumer behavior: Economic. Consumer behavior is always rational. He tries to get the maximum utility for his money; Psychological. Consumers do not have a clear idea of ​​their needs and act subconsciously; Sociological. Behavior is due to the influence of "reference" consumer groups; Anthropological. The behavior of an individual consumer depends on external norms of behavior and living conditions, etc.

Distinctive features of behavior of buyers - men Driving force of men superiority. The man prioritizes and the woman maximizes. Simplicity is what men like in advertising. Men resist external influences, especially from women and even more so in public. If in the women's world advice is regarded as a kind of help, then from the point of view of a man, following women's advice is too reminiscent of obedience to mother. Men make decisions based on their ideas and the existing set of criteria. Independence and the desire to win is not the same for women. of great importance like for men. Men do not respond as actively to unconventional advertising approaches as they do to hackneyed, one-sided tricks. By using effective marketing tools for women, you increase customer satisfaction, both women and men, proven in practice. So, for example, marketers of global companies BMW, Merrill Lynch, conducting programs to improve the quality of services and brand loyalty, noticed that an increase in brand attractiveness among women also led to an increase in satisfaction among men. It is always worth remembering that even if our target client is a man and it is he who makes the purchase, very often it is the woman who can act as an agent of influence and have a significant impact on his decision.

Analysis of the men's clothing market in Russia Western countries men's clothing occupies about 40% of the market, and in Russia - no more than 20%. But the volume of sales of men's clothing is increasing annually in monetary terms, according to various estimates, by 20-30%. A significant part - up to 60% in in kind occupy economy class suits, last years increased sales of suits in the middle price segment. In terms of cost and degree of manufacturing complexity, experts classify casual as a lower level, and a business suit as an elite one. In Russia, men's casual wear today accounts for three-quarters of total sales. This sector is approximately 80% owned by Western manufacturers (Pierre Cardin, GFFerre, Armani, Pal Zileri) and they do not intend to reduce their expansion: and their turnover is growing by 4-5% annually. In the middle and high-price segments of this clothing, there is also a predominance of imported brands (Hugo Boss, MarcO`Polo, Ketroy). This was achieved through effective branding, sales techniques and sales organization. The fact is that well-known Western dealers (Lacoste, Faicone, Digel, 4you) entered the middle and high segments of this market, bringing with them customer experience and advanced sales technologies, immediately capturing significant market shares. The business suit market is 70% owned by domestic garment manufacturers (Estet, Slava Zaitcev, Valenti). Currently, domestic suits mainly occupy the lower and lower middle segments of the business clothing market. The leaders of the clothing industry (Onegin, SP-Fashion, Zip-art) are also entering the branded segments of the men's business suit market, that is, medium and expensive

Until recently, clothing manufacturers and sellers did not show much interest in the male part of the consumer audience. Now the situation is changing. Last year, clothing sales grew by 10-15%, while the share of the men's segment increased by 2-3%. The demand for classic suits is growing most dynamically. A corporate culture is being formed in Russia, and a dress code is being established in many offices. business style is becoming more and more popular. In the domestic market of men's suits, experts distinguish three price categories. Approximately 60% falls on economy class goods ($ per suit). Lion's share such products are sold outside of Moscow. Basically, these are nameless Russian or Asian things, made from cheap fabrics. The middle segment (up to $600 per suit) accounts for 30% of the market. The rest is occupied by premium and luxury, represented by famous foreign brands (Francesco Smalto, Austin Reed, Bruno Saint Hilaire, Giorgio Armani). It is worth noting that Russian marketers include suits for both $ and $ in the premium segment. And there is no upper price limit in the luxury category. In our country, almost 200 enterprises sew men's suits, but the main share (about 45% of all products) is produced by 10 well-known factories (Peplos, St. Mackler - Moscow, Sudar - Kovrov, Yuri Gapochka - Kirov, Prestige 2 - Yekaterinburg). As a rule, all domestic enterprises sew models according to the developments of leading foreign designers, using advanced technologies in cutting and production. Therefore, in terms of quality, Russian products differ little from inexpensive imported ones. Well-known and expensive European brands (SteilMANN, Guess, D&G) have appeared on the business suit market for quite a long time. However, the price factor played a role: minimum price an imported suit is $500, which is quite expensive even for the average buyer. In addition, the Russian consumer is unpretentious in relation to trademarks and quite conservative. This provided a stable position for the main Russian manufacturers (Br Bellini, Alexander Gapchuk, Leonid Alexeev) of these products.

The main hopes of Russian participants in this market segment are related to entering more expensive price segments. Some domestic manufacturers have already begun to take the first steps in this direction (Vitaly Azarov, Sergey Teplov, V.Q.). A made-to-measure service has appeared on the market - manufacturing according to individual measurements, which the client sends to the tailor. True, this is no longer happening in workshops, but in small factories, but always with the use of manual labor. Over the past five years, Russian men have become more selective in their choice of costume. The economic situation has improved - the concept of good taste has appeared. The main trend is that products that meet the highest demand are high requirements quality. A modern suit should breathe, keep warm, and, in addition, almost not wrinkle. As before, the vast majority of consumers prefer clothing made from fabrics containing natural fibers. As Fashion Consulting Group experts assure, approximately 70% of buyers of men's clothing stores become regular customers. If a man is satisfied with the service and assortment of the store in which he happened to be, he will come there again. A retail outlet that has created a base of 1,000 customers is provided with buyers for years to come. If the company operates in the middle price segment, it must give the buyer the opportunity to choose from a wide range of clothing. Manufacturers of business classics have to respond to the needs of buyers. According to experts, 60% domestic market menswear falls on free style models. According to analysts, Russian manufacturers will increase the output of men's clothing. According to experts, retrofitting garment production costs millions, but such investments, with the skillful organization of production and sales, can pay off quite quickly. In connection with the growth of incomes of the population, the need for light industry goods in the next 3-4 years will increase by at least 10-12% per year.

Overview of the competitive situation in the market of men's clothing in the city of Syktyvkar Every day, solving the issue of increasing sales and setting themselves various competitive tasks, experts often analyze direct competitors. To do this, it is necessary to constantly study prices, the assortment of competing stores, their customer composition, monitor ongoing promotional activities and sales promotion activities. You also need to visit the store for evaluation appearance, state of the trading floor and calculations. To monitor competitors, it is necessary to select comparison indicators. These indicators are: service, quality of goods, variety of assortment, traffic, recognition, innovation, marketing / sales of products, location in relation to the center, price category. The above indicators are presented in the questionnaire [Appendix 1]. Taking into account all these criteria, we carried out an observation by which we evaluated the existing competitors of the KETROY store. As it turned out according to the survey data, they are Egoist, Comandor, First, Lady & Gentlemen, Dominic, M-style, Bailiff & Gaffer, Zingal stores.

According to the State Statistics Committee of the Russian Federation for 2016, the retail turnover of clothing in the 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 clothing turnover in the total structure of the retail trade turnover of the Russian Federation amounted to 5.6% (for the corresponding period of 2015 - 6.2%).

Compared to 2015, the clothing turnover 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.

The 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 clothing turnover 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 clothing turnover in Moscow in 2016 was 34% lower compared to 2015.

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

The 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 were produced in Russia (including dressing and dyeing of fur) in the amount of about 129 billion rubles. 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% is produced in the Volga Federal District.

According to the Federal Customs Service, the official volume of clothing imports to the Russian Federation for the first half of 2016 amounted to about 2.3 billion dollars, which is 2.5% less compared to the 1st 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 clothes, 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 clothing turnover in the total structure of the retail trade 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.

The 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, the turnover of clothes 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 turnover of clothes in Moscow in January-September 2016 is 20% lower compared to the corresponding period of 2015.

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

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

According to the State Statistics Committee of Russia, in January-September 2016, clothes (including dressing and dyeing of fur) were produced in Russia in the amount of about 92.3 billion rubles, 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 rate for 2015 according to the Central Bank of the Russian Federation). Thus, for the period of 2015, the share of clothing retail turnover in the total structure of the retail trade 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 in 2015 is 38% lower compared to 2014.

The retail turnover of clothing in Moscow in 2015 amounted to 629 billion rubles or 10.3 billion dollars. Compared to 2014, clothing turnover 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 retail clothing turnover in Moscow in 2015 is 40% lower than in 2014.

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

The retail turnover of clothing in St. Petersburg in 2015 amounted to 50 billion rubles, or 3% of the nationwide retail turnover of clothing.

According to the State Statistics Committee of Russia, in January-November 2015, textile products were shipped in Russia in the amount of about 131.6 billion rubles, 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% - on the North-Western 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 1,193 billion rubles or 20.13 billion dollars (at 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 clothing turnover in the total structure of the retail trade turnover of the Russian Federation amounted to 6% (for the same period in 2014 - 6.2%).

Compared to the corresponding period 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, then in dollar terms, the retail turnover of clothing in the Russian Federation for the period January-September 2015 is 38% lower compared to January -September 2014.

The 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 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, clothing retail turnover in Moscow for 9 months of 2015 is 40% lower compared to the same period of 2014.

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

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

According to the State Statistics Committee of Russia, in January-September 2015, manufactured clothing was shipped in Russia in the amount of about 93 billion rubles, a decrease of 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% - on the North-Western Federal District and 18% is produced in the Volga Federal District.

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

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

For the 1st half of 2015, clothes were imported to Russia in the amount of about 2.3 trillion dollars, which is 36% less compared to 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 clothing, 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 last year, the clothing turnover 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 clothing turnover in the Russian Federation for the 1st quarter of 2015 is 42% lower compared to 1 quarter of 2014.

The 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 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, clothing retail turnover in Moscow for the 1st quarter of 2015 is 40% lower compared to the 1st quarter of 2014 of the year.

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

According to the results of the 1st quarter of 2015, the retail turnover of clothing in St. Petersburg 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 clothes, amounted to 31.3 billion dollars, which is 9.5% lower compared to the same period in 2013 (in the respective prices). The retail turnover of clothing in Moscow for the period from January to September 2014 amounted to 12.4 billion dollars, 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 clothing turnover amounted to about 40% in the first three quarters of 2014 (for the same period in 2013, Moscow's share 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 nationwide retail clothing turnover (for the same period 2013, the share of St. Petersburg was 2.5% of the total Russian trade turnover).

According to the State Statistics Committee of Russia, in January-November 2014 in Russia, manufactured clothing was shipped in the amount of about 3.3 billion dollars, which is 4.5% lower compared to the same period in 2013 (in corresponding 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 North-Western Federal District. According to the State Customs Service, for the period January-November 2014, clothes were imported to Russia in the amount of 7.24 trillion dollars, which is 4% lower compared to the same period in 2013.

According to the State Statistics Committee, in Russia for the period from January to November 2014, 182.5 million units of clothing (excluding professional clothing) were produced, which is 4.8% more than in 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 Russian market clothes and is there a place for him to move with the already existing volume of 2 trillion rubles, why you can’t sell European fashion in Russia and how the tastes of residents differ different countries, said in an interview with RIA Novosti CEO of the Modny Continent company, which owns the INCITY and DESEO brands, Artur Kontrabaev.

- What are your expectations for 2015?

- Since the beginning of the year, equipment sellers in Russia say that sales in their sector have dipped by 20% this year, but what about the figures in clothing sales?

Inflation hit all areas of consumption, including clothing and footwear, but in general, sales in our industry decreased 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 against the backdrop of an outflow of buyers from the middle segment to the more economical one, we expect to maintain and even increase the number of our customers. In May, we recorded a positive trend in traffic to revive demand compared to February 2015.

- Have you changed pricing policy due to changes in exchange rates?

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

- And how much has the price of your products increased since the depreciation of the ruble?

In March of this year, the prices of competing companies increased by 30%. The increase in the 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 that our consumer is used to.

- You said that you make purchases of finished goods abroad. Is this the fundamental position of the company? Are you considering moving production to Russia?

In terms of production, we cooperate with those markets, the conditions of which are most beneficial 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 get a batch of goods to our warehouse in the Moscow region in a month. Therefore, in this moment we are considering options for cooperation with both Russian and European companies in order to shorten the production cycle. Savings in terms of delivery of goods and a high level of quality of services provided are the main advantages of developing this direction.

- 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 necessary volumes and high quality, then, of course, we will support it: logistics is cheaper, and developing your own market is always the right thing to do.

- Have you considered the development of your production?

We do not consider launching our own production, since huge investments in its development are needed. Of course, we are 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 organizing such a production profitable for an investor?

The organization of such production is quite complicated for the manufacturer. This process immediately rests on the 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 company's half-year results?

Retail indicators 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?

The Russian clothing market over the past five years has been one of the most dynamically developing industries. Despite the fact that the growth rate of the clothing market in Russia since 2014 has significantly decreased compared to previous years, they still remained at a high level. The future of fashion retail in Russia is associated primarily with the regional development of 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 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 outside and looking at people, how much their attitude to everyday style and approach to choosing a wardrobe has changed. Among the basic needs of Russians, according to recent surveys, the need for food and clothing has been recognized, and clothing has become even more important. Of course, there is room to grow.

- How do you deal with customer acquisition?

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 are working 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 to introduce modern equipment. This is a completely different service approach, with 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 when 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 definitely a difference. The European consumer is characterized by a craving for complex color schemes and textures, free silhouettes and cuts. The Russian customer prefers feminine silhouettes, which is why INCITY dresses are so popular, and according to a survey of our consumers, the brand is associated with this particular category of clothing. We analyze our bestsellers on a regular basis, and we have our own understandable statistics. The task of our company is to predict 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 currently developing the following strategy: we take European hits to work, involve our designers and create clothes at the intersection of the preferences and characteristics of the Russian market and world bestsellers, which will be hits both in the international sense and in local markets. We want to test 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 item. 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 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, place great demands on the quality of our goods and regularly test materials for wear resistance, constantly refine designs and monitor the quality of fit of products, taking into account the features various types figures. We pay special attention to the quality of materials and introduce new technologies for sewing children's clothing.

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

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

Familia network to the end2015 will complete 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 rapid growth of the market is not to be expected, Familia makes a serious bid for increasing market share.

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 updated, 30 more 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. Purple and olive became the main colors of the retailer instead of green and blue; Elements of the new Familia corporate identity also appeared on the sales floor, 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.

Renovation of stores has become a natural stage in the development of the company, the marketing director told Retailer.RU trading network Familia Julia Danilina. "We are constantly studying the experience of world leaders in off-price retail and introducing interesting practices, at a certain moment it came to the understanding that the network had outgrown the existing visual identity system, which was 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%. At the same time, 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 increase 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 point in Samara (the third in a row) was launched, and by the end of August, the launch of the fourth chain store in Yekaterinburg is expected.

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

The extent to which the increase in traffic will affect the growth of revenue, the company is not yet ready to discuss - revenue forecasts for 2015 will be made public 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% compared to June 2014. These are Rosstat data in comparable prices, excluding inflation (consumer prices for non-grocery goods increased by 14.2% over the year.

Brief description of the study
Ready-made analysis of the men's clothing market in Russia. The study contains information about the market volume, growth rates, development trends and prospects, and other key indicators.

The research report consists of 10 chapters

Chapter 1 is technological characteristics research.

AT Chapter 2 presented general characteristics and classification of men's clothing.

AT Chapter 3 presents data on the volume and growth rate of the menswear market in Russia.

AT Chapter 4 provides information on the production of men's clothing in Russia.

AT chapter 5 considers data on import-export operations with men's clothing in Russia.

AT Chapter 6 the main factors, events, trends and prospects for the development of the men's clothing market in Russia are considered.

AT Chapter 7 the level of prices in the market of men's clothing in Russia is considered.

AT Chapter 8 analyzed consumer preferences in the men's clothing market in Russia.

AT Chapter 9 the main sales channels for men's clothing in Russia are considered.

AT Chapter 10 the main players in the men's clothing market in Russia are considered.

Purpose of the study

To characterize the current state and prospects for the development of the men's clothing market in Russia.

Research objectives:

1. Determine the volume, growth rate and development dynamics of the Russian menswear market.

2. Determine the volume and growth rate of menswear production in Russia.

3. Determine the volume of imports to Russia and exports from Russia of men's clothing.

4. Identify and describe the main segments of the men's clothing market in Russia.

5. Make a forecast for the development of the men's clothing market in Russia.

6. Determine the key trends and prospects for the development of the menswear market in Russia in the next few years.

7. Determine the key factors that determine the current state and development of the menswear market in Russia.

8. Describe the consumer properties of various commodity groups men's clothing.

9. Describe the financial and economic activities of the participants in the men's clothing market.

10. Monitor prices and determine the level of prices in the men's clothing market in Russia.

Object of study

Men's clothing market in Russia.

Data collection method

Monitoring materials of printed and electronic business and specialized publications, analytical market reviews; Internet; marketing materials and consulting companies; results of research DISCOVERY Research Group; expert interviews

Research Information Base

1. Databases of the Federal Customs Service of the Russian Federation, Federal State Statistics Service of the Russian Federation (Rosstat).
2. Materials DataMonitor, EuroMonitor, Eurostat.
3. Printed and electronic business and specialized publications, analytical reviews.
4. Internet resources in Russia and the world.
5. Expert polls.
6. Materials of participants of domestic and world markets.
7. Results of researches of marketing and consulting agencies.
8. Materials of branch institutions and databases.
9. Price monitoring results.
10. Materials and databases of UN statistics (United Nations Statistics Division: Commodity Trade Statistics, Industrial Commodity Statistics, Food and Agriculture Organization, etc.).
11. Materials of the International Monetary Fund (International Monetary Fund).
12. Materials of the World Bank (World Bank).
13. Materials of the WTO (World Trade Organization).
14. Materials of the Organization for Economic Cooperation and Development ( Organization for Economic Cooperation and Development).
15. Materials of the International Trade Centre.
16. Materials Index Mundi.
17. Results of the DISCOVERY Research Group.

Sample size and structure

The procedure for content analysis of documents does not involve the calculation of the sample size. All documents available to the researcher are subject to processing and analysis.

Zhilkina Elvira Evdokimovna, Khametova Nuria Gumerovna k. e. in Economics, Associate Professor of the Department of Industrial Commerce and Marketing, Kazan State Technical University. A.N. Tupolev

Market sportswear and shoes in Russia has recently been recognized as one of the most dynamically developing markets, and Kazan is no exception. The key issues that need to be addressed in the course of the retail business commercial enterprise, are the price, assortment, advertising, competitive 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, develop proposals for improving specific parameters of the company's activities. The correct solution of these issues will ensure the success of the trading enterprise and contribute to attracting consumers. It should be noted that all of the above parameters are closely related to each other and, of course, a change in one of them will entail a change in the other.

The purpose 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 company Sportivny Mir LLC. As part of this study, 2,351 respondents were interviewed.

The Sportivny Mir LLC company was established on 12/04/1997. The network of stores LLC "Sportivny Mir" sells sports and fashion clothes, as well as sports equipment, focusing on retail covering a wider range of consumers. At the moment, the sports world company is represented by three stores located in the cities of Kazan, Nizhnekamsk, Almetyevsk.

The store is multi-brand, which justifies its name. It presents, first of all, the products of three titans-manufacturers in the world of sportswear, such as Nike, Reebok, Adidas. Moreover, in each Sportivny Mir store they have their own department. All other manufacturers are also located separately from each other, though in smaller quantities and mostly on different racks. Such a display of goods allows the consumer to quickly orientate, without wasting time looking for a thing of a certain company. Also, the advantage of such a display of goods is that the consumer can immediately determine the possibility of acquiring full equipment from one company, which will allow him to create a fashionable and stylish image with minimal time.

The concept of a “quality” assortment of the “Sportivny Mir” company under study in this study is carried out through a comparison of the parameters characterizing the assortment with the parameters of the most successful competitor of the company - the Sportmaster chain of stores.

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

The multistore under study includes 28 clothing brands and 11 sports footwear brands. The same picture in the Sportmaster chain of stores looks different. For example, Sportmaster presents 47 clothing brands and 23 footwear brands, which in total is almost twice as large as the same number of manufacturers represented in Sports World. This indicates the limited range of the Sportivny Mir store compared to its main competitor. But to draw conclusions only on the basis of the brands presented in stores, we consider it unreasonable. 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 equipment, underwear, socks and other products that are also of no small importance 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, these brands are the most popular among the respondents. For example, Adidas is preferred by 38% of the residents of the Republic of Tatarstan. In second place in popularity is Reebok, 27% of respondents gave their votes to it. In third place is Nike, 13% of respondents are ready to buy clothes and shoes from this manufacturer of sportswear and shoes.

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

As can be seen from Figures 1, 2, the situation in the Sportivny Mir multistore does not differ much from the assortment policy of the Sportmaster company, if we talk about the leading four manufacturers.

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

Rice. 2. Distribution of brands in the assortment of the Sportivny Mir store

Studies have shown that the most popular and most old company in the world of Adidas sportswear and footwear, the percentage is 22.65% of the total number of goods presented and 18.80% of the total number of product types (table).

Table. Percentage of brands in the Sportivny Mir store

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

All four fundamental brands are in the category of goods with an average or above average price level. As for the remaining third of the manufacturers represented in both stores, the picture is radically different. Thus, in the Sportivny Mir multistore, brands prevail in the residual share of the assortment, as well as the previous leaders belonging to the middle and above average price segment of the sportswear and footwear market. And again, an important part is the diversity of manufacturers. So, in the "Sports World" 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 multistore, which leads to an outflow of customers to a competitor, since in current situation abundance of goods, everyone wants to have a choice, even with a minimum level of payment for a particular purchase.

When 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 is sneakers / shoes, 55.1% of the total number of respondents. Shorts/trousers are on the second place, the respondents gave 13.1% of their votes to this category of goods. The third place is taken by (down jacket / jacket) - 10%. Other options suggested by the interviewees themselves include tracksuit (5.6%) and t-shirts/shirts (6.3%). These data were obtained based on respondents' answers to the question about the purchases they made during the year.

Based on the information obtained during the study, it was revealed that the portrait modern consumer 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%) on a monthly basis unmarried people (59%).

The scope of a potential buyer of sporting goods is as follows:

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

For the largest number of respondents, sportswear and shoes are comfort (42%) and a necessity for playing sports (32%).

Based on the foregoing, it can be assumed that the main consumer in this market as main motivation when buying sportswear and shoes, he uses the desire for the beauty and attractiveness of his appearance, and, as a result, a change in social status.

During the study, it was found that most of of respondents buy sports goods once a year (41%), 25% of respondents 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 products is not for professional sports, but rather to maintain physical form, i.e. for training in the gym no more than three times a week for two hours, or just as comfortable clothes / shoes. Based on this, the service life of sportswear and shoes varies between a year and a half. During the same period, the acquired model remains relevant and fashionable.

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

Over the past two years, a large number of shopping malls have been opened in the Republic of Tatarstan, located near the house, including a huge number of various stores. This combination of different types of goods in one place greatly facilitates the purchase process. Since most consumers make large purchases (for a large amount) once or twice a month, which is associated with the schedule for receiving Money at work, it is convenient for them to purchase in one trip to the store different kinds goods (food, household chemicals, clothes, shoes, etc.). The results of the study confirm this - 74% of respondents prefer to buy sportswear and shoes in the sports departments of shopping centers, and only 13% of respondents do so in branded separately located stores.

It is also worth paying attention to consumer preferences regarding popular sports brands. The most popular brand, according to respondents, as already noted, is Adidas (38%), followed by Reebok (27%), 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 goods other brands. The popularity of the Adidas brand, in turn, is explained by the fact that this brand of sportswear and footwear has been intensively positioned in the market. Russian Federation in the 90s, which led consumers to popular love and absolute trust in this brand to this day.

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

The most attractive for the consumer are various marketing campaigns, one way or another connected with lowering the price of specific goods. According to the results of the study, the most popular promotion is a discount, 48% of respondents agree with this. Less popular are discount cards. 31% of respondents are interested in this form of stimulation. Only 13% of those wishing to purchase two goods for the price of one.

The study made it possible to identify 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) in one visit to the store.

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

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

1. buyers with small purchases - 1-3 thousand rubles - account for 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 - account for 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 - account for 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 - account for 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 it is most profitable for a store to attract consumers with high income levels, who can afford purchases for larger amounts than the category of consumers with an average income level.

It was also interesting to say that the longer the consumer is in the store, the larger his consumer basket becomes. Thus, according to the study, a purchase made in 20 minutes spent on the trading floor is from 1 to 3 thousand rubles, and a check for 30 minutes is already moving into the category of an average purchase, i.e. from 3 to 5 thousand rubles. This principle extends to the remaining categories of purchases.

It should also be noted 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 on the trading floor, while 70% of buyers carefully study the information inside the store, and 40% buy a product after learning about it in the store.

A retailer needs to systematize and improve their work with in-store design and communications as much as possible.

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 products in the store and thereby increase the size of his basket.

It should be noted that the amount of the purchase, and, accordingly, the profit of the enterprise, depends not only on the area of ​​​​the outlet, the duration of the buyer's stay 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 attendants.