SOHO STORES FORMATS
SOHO stores format and style is rooted in the origin of modern New York. At the beginning New York district South of Houston (SOHO for short) was a completely industrial and warehouse zone but little by little abandoned factories attracted bohemian musicians, writers, artists, designers and architects with its privacy, wide spaces of lofts and low prices.
These exact places turned into clubs, shops, houses where Bohemia met to listen to jazz, recite verses and break “no alcohol law”.
It used to be a modest and available shelter for the talented but the poor and today it is a place where it is very hard to open an own store and or a club.
The characters of New York SOHO unite all SOHO shoes stores: décor and design minimalism, natural materials, spotlight and, most importantly, trendy designer collections from internationally recognized brands and democratic prices deserving attention of people of different income level.
Total trade area: from 80 sq.m.
Investments: 5 mln. Rubles
Payback period: from 12 months
Format: main premium SOHO concept for a customer with the average income level in the cities with the population from 500 000 people.
SOHO ORIGINAL – basis store format for the wide brand presentation of main brands: Clarks, Marc O’Polo, Gant, Napapıjrı, Porsсhe Desıgn, Lıebeskınd Berlın,
Strellson, Sperry Top-Sıder, Dr. Martens, Happy Socks and etc.
Interior design, store facilities are developed to position SOHO in premium/middle plus segment.
Total area: from 60 sq.m.
Investments: 4 mln.
Rubles Payback period: from 12 months
Format: classic SOHO concept with reduced costs of initial investments for the ultimate customer with the average income
For a city with the population from 300 000 to 1 mln. people
SOHO WHITE – the light version of original SOHO with democratic brands from SOHO fashion brand portfolio Interior design has been made more spacious, for smaller squares, for mass rent premises with the positioning for middle/middle plus segment
Total area: from 40 sq.m.
Investments: 3 mln. Rubles
Payback period: from 8 months
Format: SOHO designer store demonstrating the wide range of bags, luggage and accessories at its best
Total area: from 80 sq.m.
Investments: 4 mln. Rubles
Payback period: from 8 months
Format: discount store that lets partners sell out effectively the remains of stock in the presence of minimal number of conceptual stores.
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