Elegance is elimination

Familia is a strong and dynamic company, with over 450 stores in Moscow, Saint Petersburg, Novosibirsk, Yekaterinburg and across the rest of the Russia Federation.

The fashion label offers products with discounts of up to -85% from collections of past seasons from world-famous brands and collections that have not gone into mass production. Capturing a greater share of the off-price market will require traditional fashion brands to develop comprehensive strategies to protect their overarching brand equity while catering to off-price customers. The segment comprises two distinct channels-offline and online and each has different strengths, characteristics and challenges, so the traditional brands will have to devise customized, complementary strategies.

Off-price shoppers have shown a particular interest in mid-market, premium, affordable luxury, and luxury brands. These segments jointly account for 80 percent of total spending in the online off-price channel, which is significantly more than in the overall market. Familia shoppers aren’t seeking the lowest-priced items; instead, they care more about brand selection and exclusive offers than the average fashion customer. As a result, off-price players with the likes of Familia have been successful in attracting these medium and high spenders.