ÌÀÐÊÅÒÈÍÃ & ÐÅÊËÀÌÀ
äåðåâüåâ, âàç, àêñåññóàðîâ äëÿ äîìà, íîâîãîäíèõ èãðóøåê è òåìàòè÷åñêèõ óêðàøåíèé. Âîîáùå-òî â Ðîññèè åñòü ïîñòîÿííî äåéñòâóþùèå áðåíäîâûå ìàãàçèíû SHISHI — îíè ðàñïîëîæåíû â Óôå, Ñî÷è è Ñòàâðîïîëå. Íî â ãîðîäå íà Íåâå èõ íåò, íåñìîòðÿ íà òî, ÷òî èìåííî çäåñü íàõîäèòñÿ ÎÎÎ «Øèøè», ÿâëÿþùååñÿ îôèöèàëüíûì ïðåäñòàâèòåëåì íà ðûíêå Ðîññèè òîðãîâîé ìàðêè SHISHI. Ïðîñòî ñàìà íîðâåæñêî-ýñòîíñêàÿ êîìïàíèÿ âûáðàëà ñâîèì îñíîâíûì íàïðàâëåíèåì ðàáîòó ñ îïòîâèêàìè è ïðîôåññèîíàëüíûìè äèçàéíåðàìè. Çàêðûâøèéñÿ «ìàãàçèí íà ñåçîí» áûë ïåðâûì «ïóáëè÷íûì» ðîç- íè÷íûì ïðîåêòîì ïèòåðñêîãî ÎÎÎ.
×òî êàñàåòñÿ çàïàäíûõ ïðèìåðîâ êîìïàíèé, ïîñòîÿííî ïðàêòèêóþùèõ îòêðûòèå ðîçíè÷íûõ ìà- ãàçèíîâ íà êîðîòêèé ñðîê, òî ìîæíî âçÿòü õîòÿ áû Clemens en August. Ýòîò ãîëëàíäñêèé áðåíä ìîäíîé
ìóæñêîé è æåíñêîé îäåæäû, — êñòàòè, ïîÿâèâøèéñÿ áîëåå 4 ëåò íàçàä êàê ðàçîâûé ïðîåêò, — îòêðûâàåò äâåðè ñâîèì ïîêóïàòåëÿì òîëüêî 2 ðàçà â ãîä ïî 3 äíÿ. Ïðè÷åì êàæäûé ðàç íà íîâîì ìåñòå (â îäíîì èç 12 êðóïíûõ ãîðîäîâ ìèðà).  2009 ãîäó åãî ìàãàçèí âåñíîé áûë â Íüþ-Éîðêå, à îñåíüþ — â Òîêèî. Êîìïàíèÿ íå çàíèìàåòñÿ ïðîäàæàìè ÷åðåç Èíòåðíåò, íå îñóùåñòâëÿåò äîñòàâêó íà äîì, íå èñïîëüçóåò òðà- äèöèîííûå ìåòîäû ðåêëàìû, è ïðè ýòîì èìååò óñïåõ ó ïîêóïàòåëåé âî âñåì ìèðå. Ïîêóïàòåëè óçíàþò î ïðåäñòîÿùåì êðàòêîñðî÷íîì îòêðûòèè ìàãàçèíà ÷åðåç ôîðóìû, ñîöèàëüíûå ñåòè è ñàéò êîìïàíèè Clemens en August (íà êîòîðîì åñòü ïîäïèñêà íà íîâîñòè). Ïîêëîííèêè áðåíäà âûñòðàèâàþòñÿ â î÷åðåäè ê ìàãàçèíó íàêàíóíå îòêðûòèÿ. Öåíû íà äèçàéíåðñêóþ îäåæäó â òàêîì ìàãàçèíå íèæå ñðåäíèõ â ïîëòîðà-äâà ðàçà.
Àíàñòàñèÿ Íèêîëüñêàÿ
torg@lv.spb.ru
www.torg.spb.ru
Ýëåêòðîííàÿ âåðñèÿ æóðíàëà, íîâîñòè ðèòåéëà
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