ABOUT PROJET

SOHO is the chain of multribrand shoes and accessories salons of the world’s most famous brands.

SOHO Fashion Company’s showroom became the prototype of SOHO retail project. Designers of famous architectural bureau Project Line created SOHO concept and design on the basis of the showroom. In November 2010 the first multibrand salon was opened in St. Petersburg. More than 35 independent retail and franchising stores have been opened within SOHO Fashion project since 2010.

Russian customers are familiar with the brands represented in SOHO stores through their collections in monobrands’ stores. Shoes and accessories collections in SOHO Salons cause great interest among brands lovers and find the target audience quickly. The SOHO salons are positioned in premium format and this segment assumes special target audience. These are successful people of 28-45 years old, mostly women (more than 70% according to the database of loyal clients), they are dressed up in the style of European street fashion. Along with that men’s assortment constitutes more than 45% of sales volume that demonstrates the strength of SOHO male collection.

SOHO buyers are certainly not fashion victims and are not obsessed with brands; however, they don’t lack the sense of beauty. They respect their own comfort most of all and that’s why they don’t save money in prejudice of quality.