Brand or not brand: behind the windows of Yerevan boutiques

PanARMENIAN.Net - PanARMENIAN.Net has selected several shops, popularity of which grows year by year in Yerevan, to conduct a survey.

Representatives of Betty Barkley in Armenia choose the clothes themselves, guiding by the preferences of Armenian customers. All sizes are brought, with one sample of each model to secure originality. The prices and amount of sale are determined by the brand’s management in Germany. Much depends of the transfer tariffs and currency exchange rate.

Ermenegildo Zegna follows the same principles. It contacts the head office in Italy to define the price for each model. The clothes for Armenia are chosen by the director of Yerevan shop.

Max Mara announced a 30-60% discount till the end of January. Black and grey dominate the winter collection, according to the demand of Armenian customers. Although the shop manager refused to comment of the spring summer collection, it’s known that bright colors, specifically orange and yellow will dominate.

Punto Zara shop, which has been functioning in Armenia for several years, has nothing to do with Zara brand. The shop still offers collection presented six months ago. The colors are black and grey. There is a rumor that representation of original Zara Spanish brand will open in Yerevan soon.

As to ProМod store, which opened in Armenia lately, the collections are selected by the head office in France, also fixing the prices and discounts. Presently the store offers a 60% discount. It’s known that that the spring summer collection will feature peach, green and blue, as well as flower patterns.

Mango brand which is extremely popular in Armenia has also announced discounts to be valid till the end of January. Collections and chosen by the head office in Spain, basing on the taste of Armenian fashion women. The new spring summer collection is mostly orange.

Many brand stores, fearing of competition refused to provide any information.

It’s noteworthy that unlike the shops abroad, where the huge discounts are announced before holidays, Armenian shops offer discounts after the holidays when people usually run out of money.