Style

Results of the year: What happened to Moscow stores

The unprecedented activity of fashion retail in recent years can only be compared with the boom in farm products and food festivals. Over the past twelve months, several new places have appeared in the city, old ones have re-opened and brands have appeared that were not in Moscow before.

Big discovery:Podium Market at the Moscow Hotel

The fact that Podium opens a store with inexpensive brands, it became known a year ago. The discovery itself occurred later than expected - only at the end of February. Podium Market became the most democratic project of the network, where they immediately began to sell fast-fashion brands and second lines of famous designers. Prices were not comparable to the mass market, but unusually low for a place on the signboard of which is the word Podium. Over the course of the year, girls’s brands such as Maje, Sandro and Claudie Pierlot appeared in the store, it is unclear how the clumsy American Apparel brand and several rails with Russian designers. It can be assumed that the project was not as successful as the previous stores of the chain: despite a rather interesting selection, there is somehow no influx of buyers in the Podium Market.

 

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The hotel "Moscow" opensshopping gallery

The Return of Debenhams Department Store

After an unsuccessful opening in 2006, the oldest department store of the British Debenhams chain returned to Moscow. This time, the store was opened not in the city center, but in Mega Belaya Dacha, which provides it with at least a constant flow of visitors. It is not yet known whether the second attempt turned out to be more successful, but the attention to the new store, which also opened online sales, is clearly more than a few years ago.

 

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Direct Speech: Francis Macaulay

The first suburban outlet

Very timely, in a city where the situation with clothes gradually began to approach European level, Outlet Village, modeled on European outlets, appeared. But the fact that the village with one-story brick houses is still located in Russia is reminded by the discounts of capital department stores and monobrands of the middle price segment with discounts often not higher than on ordinary sales. In September, when the outlet was just launched, half of the premises were closed, but now most of the stores are working - there are TSUM corners, Bosco di Ciliegi and many other large retailers in Moscow.

 

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Discount Guide: Outlets and Cornersin Moscow

Street brand expansion

Brands of street clothes, which were previously practically not sold in malls and were presented in small shops for friends, began to capture the mass market. And if the appearance in Moscow of the flagship Converse, famous for sneakers, but also producing full-fledged female and male lines, still did not seem to be a link in this chain, then the subsequent opening of the pop-up store of the absolutely street brand Huf on the “Bottle” and the shops are completely subcultural Vans and the semi-sports G-Star in Okhotny Ryad only convinced that the expansion had begun.

 

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Store News: Rehabshop, FOTT, Twins Shop and others

Mass Market Collaborationsand major brands

Each year, H&M and Topshop collaborate with at least a dozen important names in fashion, and this has long ceased to be news. Things do not have time to disappear from the shelves, as announced by the next collaboration, on an even larger scale. Despite the fact that the business is on stream and if you do not have time to buy this time, it will turn out on eBay, the lines that people are ready to stand waiting for the jacket as in the collection of Maison Martin Margiela ten years ago or jewelry, the creation of which Anna Dello had a hand Russo, only grow. But the name of a famous designer is not always the key to success for a collection. In H&M, sales of things from the collaboration with Marni went much better than replicas of Maison Martin Margiela of different years (by the way, in the Atrium, almost the entire collection hung for another week), and the Topshop collaboration lines, which are already brought to Russia in part , still on the pre-sale for stylists and the press they buy more than after the official start of sales.

 

people

Contribution to MMM: Starting Sales of the Maison Martin Margiela Collectionx H&M

Opening Vera Wang and Prada

In 2012, another store opened, confirming the status of Stoleshnikov Lane as the streets of expensive boutiques - the three-story flagship Prada, one of the largest in Europe. The official opening was postponed more than once, as a result, the store earned only this spring. This is not the only place in Moscow where you can find Prada items, unlike the American brand Vera Wang wedding dresses, incredibly popular among Muscovites, who also opened a large store, only on Kuznetsky Most.

 

People

Anything expensive: Brides on wedding dresses

Closing Cycles & Seasons

In addition to countless acquisitions, in 2012 there was a big loss: the alternative Cycles & Seasons fashion week closed, which was, by and large, a whole festival with shows, public discussions and lectures by important fashion figures, beginning with street-style bloggers and ending with buyers Colette. In total, Cycles & Seasons lasted three and a half years and seemed to close because it completed the task that was originally set - to create the foundation for communication among numerous industry workers, and not only Russian ones. However, after the closure, Vika Gazinskaya, Nina Neretina and Donis Pupis, Vardui Nazaryan and other designers who showed their collections at C&S did not disappear and continue to show on their own or as part of other fashion weeks.

 

the culture

From October 12Fashion Week kicks off in MoscowCycles & Seasons

By MasterCard

Interest in vintage clothing

In 2012, an unprecedented number of second-hand stores and vintage stores of completely different formats appeared in Moscow. The founders of Second Friend Store rethought the second-hand and turned it into an online store, Nastya Sartan from Trends Brands brought Beyond Retro to Moscow, another second was opened by an expat Englishman, and another vintage store - a specialist in fashion history. Oldich Dress & Drink was one of the last to open this year, until it fully revealed its potential with delicious food, booze and beautiful old dresses in the same room. Now, even if you try very hard, all the more or less worthwhile new places with new clothes cannot be toured even in a whole day.

 

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New Place: Oldich Dress & Drink

Capsule collections of Russian designersfor Moscow stores

It seems that the days when Russian designers sold at most a third of their collections, and the rest was given away to friends and acquaintances, is over. In 2012, Moscow stores invited the most prominent designers one after another to create capsule collections, that is, things that could not be bought anywhere except there. Moreover, the stores changed (from Tsvetnoy to Aizel) and, joyfully, things, but the designers (Alexander Terekhov, Vika Gazinskaya, Dmitry Loginov, Vardui Nazaryan and others) remained. But the record holder was the finalist of the young designers competition Cycles & Seasons and the creator of the Les' brand, Olesya Paramonova, who is now known to buyers of at least KM 20, Click Boutique and Parisienne.

 

Services and purchases

Store News: Rehabshop, FOTT, Twins Shop and others

Sports cult

In the wake of the city’s sudden love of running and beautiful sneakers, sporting brands and seemingly non-sporting stores prepared for increased demand for equipment and answered who they could: by creating a section with limited sneakers like FOTT, or a whole running center, like adidas. About Nike, which is engaged in a running club in Gorky Park, and there is no need to talk. Now a lover of neon shoes from a runner is so easy to not distinguish.

 

services and purchases

Shop news: Opening, discountsand new brands

Pop-up shops

In 2012, the pop-up store format in Moscow reached its climax: temporary locations of the mass market, brands not represented in the city, limited and just current collections arose with or without in department stores, suburban shopping centers and creative clusters. In this way, Uniqlo decided to sell a collection of warm winter clothes, the Huf brand - things with a 20-30% discount, the Le Premier store - the clothes of Russian designers created for his first birthday, and the Central Department Store - Manolo Blahnik shoes. The list is far from complete and the week remaining until the end of the year will be replenished more than once.

 

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Store News: Wood Wood, Huf, Uniqlo, MICHAEL Michael Kors

Best for kids

In the field of children's fashion this year an important event took place - the children's GUM opened. It is across the road from an adult, it repeats almost completely a set of brands (those that generally have children's collections) and differs only in that the store has things and more important clothes, such as toys. If the prices seem too high, you can go to Outlet Village: almost a quarter of the space is allocated to the children's clothes at the Central Department Store discount. Another piece of news from the children's world - the question of the reconstruction of the Central Children's Store on Lubyanka has finally moved forward. Hamleys, a London-based toy store with a two-hundred-year-old history, will be opened there, but it will occupy only two floors, and what will be on the rest is not yet known.

 

news

"Children's GUM" opens in Moscow

Photo: shop: Varvara Lozenko (FOTT), Olya Eichenbaum (Oldich Dress & Drink)

Watch the video: Moscow Black Friday Shoppring in Official Adidas Store (February 2020).

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