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In 2018, Sales of Jumpers and Cardigans in Obuv Rossii Stores Increase Almost Four Times
Obuv Rossii Group, the first publicly traded company in the Russian fashion retail, announced significant sales growth of midlayer clothing (jumpers, cardigans, etc.) in 2018. The new stock appeared in stores in 2017. Almost 500 SKUs[1] were introduced in the fall-winter and spring-summer collections for the next year, which was six times more than in 2017. Sales of midlayer clothing increased almost 4 times; its share in retail revenue reached 2.5%.
"The expansion of the clothing line allowed us not only to significantly diversify the collection but also to draw new customers and to offer loyal customers a new range in addition to the main purchase. The midlayer clothing turnover soared almost 4 times in 2018, while unit sales grew 2.4 times," says Tatyana Obydennova, head of the line of bags, leather goods, accessories, and midlayer clothing. "We will continue to expand the stock in the new spring-summer season 2019. A new category of sewn products like dresses, blouses, shirts will be introduced."
There are about 8,000 SKU of the related products under private labels in Company’s stores now. They include outer clothing, midlayer clothing, bags, leather goods and haberdashery, shoe care products, hosiery, body care products, etc. Obuv Rossii follows the total look concept and offers its customers to buy clothes for a fashionable look in one place. This approach to the stock allows the company to increase revenue and profits, raise the average ticket and customer loyalty. The share of the related products in retail revenue rose from 4% in 2010 to 35% in 2018. Last year, total sales of the related products (including clothing) across the Group's networks grew by 8%.
[1] SKU is a stock keeping unit that is used in trade to keep statistics on goods/services sold.
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