Last name clothing store. Familia: “In retail, the simplest things work best. Should I go to work at Familia?”

16 years ago a new retail format called off-price came to Russia. The pioneer was the Familia network. We learned from the development director retail Alexandra Grishak, how this format is developing, what real estate is best suited for it, and how their stores attract customers.

— Tell me, are you sticking to the planned plan for opening stores? How many stores will open in 2017?

“We started the year with 109 stores, and we plan to end at the beautiful figure of 150; for this, we will open three more stores in December. In 2017, we plan to open another 40 stores.

- That is, the plan that you had initially does not change.

- He is changing. We planned to open only 30 stores this year, but, as you can see, we are opening 41. We will not revise the plan for 2017, although the same could be said about 2016 at one time.

— Plans must be tied to indicators such as revenue and profit growth trends. Are you okay with this?

— All the stores we have online are profitable. Our financial indicators are among the best.

- Compared to what?

— All retailers say that their revenue is falling. Our Like-For-Like indicators are 17% this year, which is one of the best indicators.

— Is this related to the format or type of your audience?

— The format is tailored for a specific audience, these are inseparable things. So I'll answer yes, and it will be true for both options.

— Is there any type of real estate that you prefer over others?

— We prefer to open in shopping centers. This is our favorite format. It’s very good when there is a food operator nearby, we get an excellent synergy effect. With our presence we enliven the shopping center, generating traffic of about 2000-2500 people per day.

At the same time, we have individual projects on the street, they are also successful. But at the moment we are focusing on development in the shopping center. The buyer always saves time, and it is more convenient for him to purchase everything in one place.

— Supermarkets also come in different segments. Doesn’t it matter to you whether it’s “Azbuka Vkusa” or “Pyaterochka”?

- It doesn’t matter at all. This can be any food retail, both federal chains and local players.

— Do you plan to close shops on the street?

- No, they will continue to work. By the way, if there are interesting offers on the street, we are always ready to consider them. But so far they haven’t been there for a long time.

— What do you pay attention to when choosing a landlord?

— It’s great when there are landlords with whom you can sign one contract and open as a package. We are proud of our partnership with Maxi Development (Maxi shopping center in Tula and Smolensk), Adamant (Balkansky shopping center, Continent shopping center on Zvezdnaya, Mercury shopping center), IMMOSHAN (Auchan shopping center in Tambov , shopping center "Aquarel" in Volgograd), "TEN Group of Companies" (TRC "Gorod" in Lefortovo and on Ryazansky Prospekt, shopping center "L-153"), X5 Retail Group, with which we currently have four operating stores.

All owners of shopping centers are divided into two types. The first, conditionally, let their objects go with the flow. But there are companies that are really engaged in their development, for example, the RosEuroDevelopment company, with which we opened the Familia department store in the Planeta shopping center in Ufa this fall.

— About your format. What does off-price mean?

— The off-price concept is far from a new idea. The outgoing year 2016, by the way, became an anniversary year for off-price retail in the world - the history of our industry began with the opening of the Zayre brand discount store in Boston in 1956. In the United States, traditionally, the basements of large department stores sold well-known brands at a discount, and the buyer knew where to go when he wanted to buy something very good, but at a reasonable price. Often, for such “basement sales,” goods were even specially produced based on collections from previous seasons. Over the years, the economic situation has led to more and more more people began to show interest and a desire to shop in places where you can buy branded items at fabulous prices.

Now everyone, even the richest Americans and Europeans, buy goods in off-price stores, because, first of all, it is a drive, a “treasure hunt,” excitement and anticipation of getting a famous brand at a super-best price. These are emotions, and they are worth a lot!

What distinguishes off-price from other trading formats at special prices are the brands that you can buy from us with a profit of up to 85%! The buyer excitedly looks for them in the general mass of goods, so that when he comes home, he says: “I bought a super thing at a super price!” Thus, the essence of the format and our goal is not to buy and sell cheap, but to satisfy the need of our customers for a bargain.

For the American off-price market, 2015 was truly significant, when online trading and the main players of the American off-price market - T.J. Maxx, ROSS Stores and Burlington - began to actively take over a significant share of the regular retail business. Large retailers, having appreciated the huge potential of off-price, began to open similar stores. This is how, for example, Macy’s Backstage and Saks OFF 5th appeared. As a result, at the turn of 2015-2016. 604 off-price stores were opened in the United States, and their total number today is approaching 4,300.

As for the off-price market in Russia, this industry in our country is at the stage of “infancy” compared to the West. The Familia company is the founder of this trading format in Russia and is currently the absolute leader in the segment - both in the number of stores and in sales volumes.

— Products with defects, substandard?

— For off-price, it is permissible to purchase goods with minor manufacturing defects that do not affect its consumer qualities. It's about about a deviation in stitching, say, on a shirt or T-shirt, or mismatched seams on socks. This product is specially marked, informing the buyer that this is a “second quality” product. One of the main principles of off-price retailers is that the volume of such goods in the store should never exceed 5%. A large share will lead to the fact that the off-price retailer risks discrediting itself. The buyer will think: “So that’s why the prices here are so low...”, will be disappointed and will never return to the chain’s stores. For a successful off-price business, it is extremely important that the buyer is always sure that he is being offered a product of excellent quality at a super competitive price. The inclusion of a “second-quality” product must be compensated by the significant brand of its manufacturer.

- Let's talk about your product. As I understand it, these are some unsold collections.

It's not that simple. In addition to classic stock, this can be regular deliveries of unsold goods from well-known brands during the season from different regions of Russia and another 35 countries of the world, from where Familia buyers deliver goods! Reasons? Collections in fashion retail are updated every 4-6 weeks. Often, a cool product simply does not have time to wait for its buyer before it is replaced by the following collections. And no one can cancel the vagaries of the weather! It is unlikely that a warm jacket will be suitable for the European autumn, when it is +15 outside, but it will be indispensable in our bad weather.

Factories also often optimize production processes, producing more goods than planned for sale. Familia buyers always keep their finger on the pulse and buy back the surplus goods produced. As a result, Familia stores quickly receive the most current seasonal and fashion trends goods from well-known brands, passing even their branded stores along the way.

Another source of goods is canceled orders at factories. These are difficult times, many chains are forced to reduce the number of their stores, and they no longer need as much goods as they ordered at production.

And I’m just speaking in broad strokes; for the secrets and tricks of off-price purchasing, you’d better turn to our buyers.

— The question immediately arises: if this is the same product, then why don’t they buy it only at off-price, but still go to mono-brand stores? Your prices are much lower.

- Yes, it's true, prices are lower. This is again due to the peculiarities of our procurement system. In the USA and Europe, regular retail has long been working in close partnership with off-price networks. We are the ones who help solve the problems of our partners. Every year everything more companies, including Russian ones, understand that it is impossible to make money on an outdated product, that every day it only brings greater losses. They value the partnership with Familia, as our cooperation allows them to save on operating costs, such as warehouse rental, as well as obtain working capital. Having included us in the budget, the partner can afford to experiment, which can give him an advantage in such a difficult time for regular retail.

— Familia today is the result of more than 16 years of painstaking work on the implementation of unique technologies and business processes. Being a pioneer and leader in the industry is always difficult and very responsible, you set standards, they compare with you, they look up to you. We have something to be proud of! Familia has come a long way, gone through rebranding, today our department stores are not comparable to the first stores of the chain and their assortment.

The off-price market in Russia is certainly growing, and we, as its current leader, are growing along with it. Over this year we plan to increase the number of our stores by 37%. As for turnover, we expect it to increase by 40-45% compared to last year. Speaking of our followers, given our pace of development, I think it is purely mathematically impossible to catch up with us in the foreseeable future.

— Did you have any desire to create a ROSS Stores or T.J.Maxx franchise? Why did you create your brand?

- Why? And, most importantly, how? In our business, there is no magic book of instructions, following which you will make your business guaranteed to be successful. We closely monitor the development of off-price in the West, actively train with experts from the founding companies of off-price, and integrate time-tested best practices. But for the sake of truth, I must say that we adapt a lot to Russian realities.

— What is the difference between off-price and discount? There are enough discounts in Russia.

— A discount center is, as a rule, a retail outlet of a chain of stores. The discount includes goods that could not be sold in a regular store for about one year (less often one and a half, two or six months), including the sales period. In addition, goods with defects, both invisible and visible to the naked eye, are often sent to discount centers. But, in any case, the origin of the product is obvious.

— What is the difference between Familia, which operates in an off-price format, and a discount center?

Firstly, as in the case of stock centers and outlets, Familia department stores are distinguished by a wide range of branded goods. After all, it’s strange to expect to see, say, Wedgwood china in a sports discount store? And at Familia you can simultaneously purchase branded goods for the whole family and home.

Secondly, as in the case of stock centers, Familia is distinguished by the fact that its products correspond to seasonal demand and fashion trends.

And finally, as always, benefits. No matter how much goods are discounted at discount centers, this is always a compromise with the quality or timeliness of the goods. Moreover, the lower price level in discounts always has a limit determined by the positioning of the brand. Familia is always the best possible purchase, and the size of the benefit has no limits, as evidenced by the truly exceptional “goodies” that our customers find, especially after regularly carried out revaluations.

— For example, fix-price stores in Russia have become very widespread. Could this happen with your format?

— Fixed-price stores are also an American format that has had enormous success all over the world. What these stores offer is what Americans call cheap for cheap, which means cheap, low-quality goods. Their product range includes a wide selection of industrial consumer goods, beauty and health products, and sometimes food products.

As for off-price, in Russia our format has enormous potential. Without looking you can say that Russian Federation At least 1,000 more stores can be opened. And this is easy to do, although the figure seems quite large. We only have 150 of them so far.

— For now you are very concentrated in Moscow. And when you come to a certain region, how do you determine whether it’s worth going there?

— It is also very debatable how concentrated we are in Moscow. We actually have a lot of stores here because there is a concept of logistics costs. Our distribution center is located in the Moscow region, and it is operationally most convenient to deliver goods to Moscow. But if you look closely at our network, only a quarter of the network’s stores are concentrated in Moscow. We have 15 stores in St. Petersburg, four stores each in Yekaterinburg, Chelyabinsk, Ufa and Voronezh, three each in Tula, Perm, Belgorod, Rostov-on-Don, Nizhny Novgorod, Samara and Kazan. We are very actively developing in the regions.

In the regions we are even more in demand than in the capitals, because there is less opportunity to purchase branded clothing. For example, in Saratov, where we have three stores, even though it is a city of over a million people, it is impossible to buy some brands anywhere except here.

Nowadays the southern direction is especially developing. There is only one department store in Krasnodar, but we understand that there is huge potential there. One store was opened in Sochi and Adler.

— What is your easternmost store?

— In Tyumen, where we again have three stores. In the medium term, we are thinking about Siberia. But in order to enter there effectively from the point of view of business processes, you need to open 15-20 stores at once. But the capacity and prospects are obvious. Novosibirsk alone will perfectly accommodate about four stores.

November 17, 2016

Throughout recent years Familia remains the undisputed leader in the off-price retail market in Russia.

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The Familia company, the first and largest off-price chain of stores in Russia, continues its intensive development. Today, the federal chain is represented by more than 140 stores in 36 cities of Russia and offers customers a wide range of women's, men's, children's clothing and shoes, toys, accessories, home goods and decor.

Remaining the undisputed leader in the off-price retail market in Russia, Familia regularly receives recognition from both experts and consumers. The company has won the National Consumer Trust Award “Brand No. 1 in Russia 2016” and the National Business Award “Best.ru. Company of the Year 2015”.

Familia concept

Familia dates back to 2000 and, following international standards and off-price laws, implements a unique format for Russian retail due to its product and pricing policy, breadth and frequency of assortment updates.

Familia's slogan is “Brands free from prices!” Using advanced technologies, Familia optimizes business processes, which allows customers to purchase goods from world brands in the chain's stores at a discount of up to 85% from regular retail prices.

History of the development of off-price retail

The off-price industry dates back to the opening of the first Marshall’s store in Boston in 1956 - a future successful stock chain, the concept of which Alfred Marshall formulated as “brands for less money.”

The main idea of ​​off-price is not to offer customers cheap goods, but to provide the opportunity every day to find unique items from current brands at super competitive prices. Off-price shopping is an exciting hunt, not dry savings.

What makes Familia different?

16 years of successful work have determined the main advantages of the off-price leader over stock centers, discounts and outlets. The scale of the Familia network, long-term cooperation with more than 500 companies from 35 countries and off-price expertise of buyers guarantee customers an incomparable breadth of assortment and competitive prices.

Familia trades exclusively in original brands and focuses not only on the quality of products, but also on their compliance with the current season and current fashion trends.

Facts and figures

Today Familia is one of the most recognizable brands in Russian fashion retail. At the end of nine months of 2016, Familia showed a high growth rate both in sales (LFL - 17%, revenue forecast for 2016/2015 + 48-50%) and in development rates (by the end of 2016 the network will be represented by 150 stores, + 37% by 2015). Familia plans to maintain a similar pace of development (+35-40%) in 2017-18.

The company employs more than 2,500 people, including employees of a distribution center with an area of ​​20,000 sq.m. and a new European office, which opened in Warsaw in 2015.

Official website of the Familia chain of stores -

“Familia” is a clothing store that sells a wide range of products from world and domestic brands. All store products are subject to significant discounts, ranging from 20 to 70 percent. No other department store or specialty store can boast such excellent conditions for customers.

The Familia store was able to achieve these results through direct cooperation with product manufacturers; moreover, purchases are made in large volumes. This allows you to significantly optimize the costs of logistics and rental of retail space. The store management also supports and disseminates self-service rules and the retail space is decorated in a minimalist design. This approach to organizing work processes makes it possible to reduce prices for goods and save money for your customers. To be convinced of this, it is enough to compare the price tags in the Familia store and the cost of a similar product at other points of sale.

The Familia store has a very diverse catalog of goods, offering branded goods for men, women and children, shoes for every taste and season, accessories, souvenirs for the home, gifts and a variety of household goods. “Family” is an online store that can help you choose clothes for any occasion and situation. For the fair half of humanity, classic suits are presented that will create a not boring look for work. They can be complemented by blouses of various styles and cuts, made from natural materials. Denim clothing and practical knitwear will help you feel at ease outside of work and on vacation. Underwear, outerwear, leather goods, accessories - this is an incomplete list of those products that can be found on store shelves. The "Family" store sets prices that are quite affordable.

The Familia store offers products not only for women, but also for men. This category of buyers will be able to choose shirts and suits, denim and knitted clothes. Men are also offered a large selection of underwear and outerwear. For the little fashionistas, the store has prepared not only magnificent outfits, but also various toys - darts, cars, sets of dishes, dolls.

The Familia store website is being updated with household goods, so every customer will be able to choose the right purchase for themselves. Kitchenware - salad bowls, plates, wine glasses, towels, vases, mugs - can be purchased both for personal use and as a gift. Buyers should take advantage of the recommendation from store employees: if you have your eye on a product, purchase it immediately, since in an hour they will most likely already buy it.

The Familia chain of stores is a unique shopping format for our country. You sell famous brands at incredible discounts, and not just during sales periods! What format is this?

Indeed, Familia is the first chain of off-price stores in Russia. This concept appeared back in 1956 in the USA. At that time, famous brands were sold at a discount in the basements of large department stores. Nowadays, customers come to our store looking for the brand of their dreams. This is a real gambling shopping experience - a “treasure hunt”! People spend at least an hour in our stores and buy several items in one visit.

Where do such big discounts on famous brands come from? Do you source models from past collections from suppliers?

There are a lot of ways to bring cool things to customers at great discounts! Our buyers know these secrets. They know: the future happiness of our customers depends on how the buyer knows how to search for brands and negotiate with suppliers, how correctly he manages the purchasing budget entrusted to him!

For example, when we brought jeans from a famous brand, they cost 3.5 thousand rubles online, which is almost six times cheaper than in stores in Europe! Even during a sale in regular retail, the discount only reaches 50-70%. We guarantee a unique price.

At the same time, you can find not only items from past collections, we purchase clothes directly from suppliers’ showrooms from sewn samples of models for the next season.

How much do your most expensive things cost?

We do not limit our retail price. Last summer, for example, we brought a popular global brand warm clothes. Their down jackets were priced at 15 thousand rubles. It would seem like a lot! But the supply sold out instantly. It turned out that our customers know this brand well and are aware that, for example, in TsUM these models were sold for 80 thousand rubles!

How do you do this? Do your employees really have superpowers?

The functionality and approach of our buyers are very different from the responsibilities of ordinary regular retail buyers. For comparison: a buyer of a classic retail chain does not have freedom of choice. After all, at the head office they decide almost everything for him: the composition of the collection, prices, size range. He can only adapt the existing assortment matrix to the realities of the Russian market, for example, order more down jackets, because we have a long winter. And Familia buyers face much more interesting tasks.

Our buyer is an entrepreneur and the owner of his small kingdom, his category. He has his own budget and independence in decision making. He decides which brands will be in our stores next season and at what price, what discount will be after revaluation. For example, he classifies the assortment of clothing by colors, lengths, materials, and price segments. As a result, no one leaves our store empty-handed - every customer can find his own “treasure”.

Don’t the suppliers themselves envy you? They have to sell their models at completely different prices!

No, what are you talking about! We work with more than 2.5 thousand brands. And we have exclusive contracts with some giants. Large suppliers understand that we do not harm their business and are willing to develop cooperation. And our buyers are so good at negotiating and building long-term cooperation that they receive a gigantic discount from the supplier!

Tell me, are superheroes born, or can they be learned?

Of course, some innate qualities will be required. For example, love for negotiations and lightning-fast reactions. We compete with buyers from all over the world, because everyone wants to get cheap stock. During the negotiation process, the buyer must keep in mind the delivery terms that are favorable to him, develop a communication strategy and quickly make decisions. At the same time, you need to understand that selling stock for a business owner is a negative trade. This, you see, is a rather painful process. So the buyer is also good psychologist. First of all, he builds informal, warm relationships with the owners and CEOs of networks: he congratulates them on their birthday and talks about abstract topics. And he does it sincerely, with all his heart. The supplier is always loyal to such a buyer and ready to cooperate.

The basis of a buyer’s work is negotiations. Therefore, to effectively communicate with foreign suppliers, knowledge of English is required.

Even if you don’t have much experience, but have a desire to work in procurement, feel free to go ahead! You can start from the position of a junior buyer and grow within the company under the guidance of more experienced colleagues. The main thing is that a person wants to develop and get the drive from his work, rejoice at the discounts he receives and maintain a positive attitude until the next deal. We need people who count on their fingertips, predict unusual situations and do not get lost in them.

I have been working in the company for six years, I started as an assistant in the documentation department, then moved to the position of a junior buyer and rose to the position of deputy head of the purchasing department. There really are no limits to perfection in my work - despite decent work experience, I see that the category can still be improved. At Familia you will never encounter routine: the market changes, we grow, and customer preferences change from season to season. I believe that it is easier and faster for a newcomer to adapt to a company: you can start your career from the position of a junior buyer and grow higher. At the start, it is not necessary to understand clothes, but you need to have important qualities - communication skills and an analytical mind. It is also necessary to speak fluently English, since we mainly work with foreign suppliers. In negotiations, you should always take a win-win position - you should never try to put pressure on the supplier, it is better to show that we are helping the brand’s business and solving its waste problem. In our work you need to give 100% - and success will not keep you waiting! Maria Shkurova, Deputy Director for Purchasing Men's sportswear Familia company

How does your employee understand that he has become a superhero?

Trousers for 60 rubles, shoes for 399 rubles, a toy for a child - 50 rubles. Today the trading company “Familia” offers us goods at very affordable prices. The buyer is faced with the eternal question: to take or not to take? Let's figure out together what the Familia store is and what it can offer us.

About the company

The Familia trading company is the largest Russian retailer. The first sales department store “Family” was opened in 2000 in the capital. Today, this network, in addition to the distribution center, procurement management and business support service, has more than a hundred stores across Russia and is actively expanding. There are more than 40 department stores in Moscow and the region, and more than ten in St. Petersburg. The main sales points in the Urals are Yekaterinburg, and in the Volga Federal District - Kazan, Samara, Ufa. The Familia store, whose addresses and telephone numbers can be found in the city directory, is always waiting for its customers to please them fashionable news and big discounts. And believe me, there is something to choose from!

All products of the “Family” store have the Company is responsible for the quality of the products sold, and complies with the law “On the Protection of Consumer Rights”. Buyers are provided with guarantees for any product purchased through this network.

In the field of clothing trade with the discount price category, the company is a leader. It targets buyers with low and middle incomes, so most of the goods sold through Familia department stores, including well-known world brands, have an acceptable and sometimes “ridiculous” price. The company's practice includes regular sales, promotions and applications, which gives the consumer the opportunity to significantly save money and save money in the family budget.

The company's direct competitor is StockCenter, which sells a similar range in a similar price category to the Familia chain. The company's online store has not yet started operating.

Assortment

Sales department stores offer the buyer several thousand product items. The goods of the Familia store are a wide range of casual, business, sports, for the whole family, as well as shoes, haberdashery, household goods, accessories, cosmetics and household chemicals. You can buy here good quality toys and clothes for children. Bags, scarves, hats and outerwear: coats, jackets are sold.

The assortment line is represented by both well-known global, domestic, and little-known brands. Familia (stores in Moscow) sells such brands as: Finn Flare, Motor, Puma, Colin's Wrangler, Savage, Patrol, Baon, Day by Day, Motivi, Soul age, Ralf ringer, Terranova, Quelle, "Etty Detti" , “Yours” and others. Many people purposefully go to the Familia store to purchase branded items inexpensively. Customer reviews confirm that popular brands are, as they say, “in great demand.” Therefore, a larger share in the assortment is occupied by unpromoted Chinese and Turkish goods. Brands are usually placed on designated hangers. Next to clothing, there are household goods sold through these department stores - dishes and kitchen utensils, textiles, souvenirs, and gifts.

You can get information about promotions and discounts by contacting the Familia store. The addresses of the nearest department stores are posted in many trade directories, which are published in

Pricing policy

A good economy class is "Family". Stores whose reviews on the Internet are mixed: both positive from satisfied visitors who snatched up the brand for pennies, and negative from disappointed customers, still have some advantage. The reason is that the company’s priority is low prices, not customer comfort. Many people immediately suspect why things are so cheap. Damaged goods, defects? No. What is Familia’s pricing policy based on?

• Purchasing goods from the manufacturer without intermediaries.
• High turnover of goods is the basis of all stock stores. Revenue is generated through large turnover, while the price per unit of goods does not play a significant role.
• Constant stimulation of demand, a system of total sales, when prices fall by a total of 30%.
• Out-of-season, last year's goods are sold at large discounts.
• They save on everything: shopping centers with low rent, nondescript store interiors that do not please customers. Personnel costs can be reduced by a self-service system.

Taking into account the affordable price tag and in comparison with other stock stores, it is believed that the clothes of the Familia department stores are of quite high quality. Moreover, goods at such low prices cannot be purchased at other retail outlets.

Average prices in “Family” for some categories of goods
Knitwear
Men's suit
Outerwear
Down jackets

Discounts and promotions

Familia stores offer consumers “price drops” during seasonal sales and social gift cards. The regular customer discount program allows you to use a 7% discount on Mondays, and 5 or 3% on other days. For fans of stock shopping and sales, a gift card for purchasing clothes will be a good surprise. Department stores "Family" (stores in Moscow) allow residents of the capital to receive " social map Muscovite" discounts: 5% on weekdays, 3% on weekends. You can learn about the rules for receiving discount cards from consultants by going to the Familia store.

Business partners...

The company has an already established supplier base, most of whom have been working since the founding of the Familia trade organization. Stores, reviews of which indicate a constant influx of customers, are never empty. Therefore, a wide range of goods sold through this network, regularly replenished thanks to the distribution center and suppliers, is so important. Familia offers its regular partners a number of favorable conditions: to sell a variety of goods, individual items in any volume, or products with a fragmented assortment.

Through the stores of the Familia chain you can sell:

• out-of-fashion or illiquid products, clothes not sold in season;
• products with a “broken” size range;
• things that are not in demand among the population;
• products produced or imported in excess of the planned quantity.

Competitive advantages of the Familia network

To get acquainted with the assortment of department stores, it is not necessary to look for the Familia company’s online store; it is enough to visit the department store once and see everything with your own eyes. Here you can study the company's competitive advantages over other discounters.

Firstly, Familia sells non-seasonal collections at a price category below the market price. Secondly, it cooperates with many manufacturers without the participation of intermediaries. Its client base includes more than 40 brands. Thirdly, low cost of goods due to cost reduction: personnel costs, rent, creation of expensive interiors. Minimalism and rationality are the basis for the design of the chain's sales area.

The Familia trading company is able to develop and operate in any economic conditions, regardless of the severity of the crisis. Cost reduction mode sooner or later becomes part of the strategy of any market operator. Therefore, the company’s position is very favorable, regardless of the state of the economy: favorable or crisis.

Shop "Family". Customer Reviews

No trading enterprise can have only strengths; there are always “weaknesses” that catch the eye of visitors. The “Family” chain is stores whose reviews are quite actively left by both regular customers and those who visited the department store once. There are more negative stories about going to Familia than positive reviews. What shortcomings do buyers most often note?

1. "Lots of junk from China." If you do not want to purchase clothes from Chinese or Turkish manufacturers, then go straight to the stands where branded clothes are displayed. Of course, the assortment of a stock store cannot consist 100% of branded goods. We must not forget that among the factories in China and Turkey there are worthy manufacturers.
2. “The stores are a mess, clothes are lying on the floor, sizes are mixed up, not tidy, etc.” Disorder in trading floors is an inevitable result of an influx of customers. Many people do not take into account that “Family” is a self-service store (St. Petersburg), which means that the visitor himself finds and selects things, carries them for fitting, and then must put everything in its place. At the end of each shift and an hour before the start of the working day, department store salespeople clean the sales floor: they hang clothes by size, and return the goods to their places.
3. “There are no sellers in the hall.” The seller's working day is 12 hours, during which time he fulfills the plan, re-evaluates, accepts new goods, and tidies up mountains of scattered things. The volume of work is gigantic, and only two employees are allocated for 1500 m2 (saving on personnel).
4. Economy class is “Family” - stores, the reviews of which are very contradictory. Buyers complain: “The hall looks like a dull warehouse, there’s nothing to look at, the clothes smell musty.” Savings and minimalism in the halls allow us to maintain low prices, which attract visitors so much. Self-service stock store - these words convey that the buyer is not going to a boutique.

Other reviews from customers touch on such problems as violation of the law on the return of goods, long queues, lack of staff, illegal “search” of visitors, lack of price tags or the presence of two different price tags, no curtains in fitting rooms, and others.

This network has never claimed to be exclusive or high level quality. “Family” is a store whose reviews allow everyone to draw their own conclusion. It is important to know before going to a department store what is really worth buying at a discounter and how to behave there.

Should I go to work at Familia?

Large turnover and high throughput are the specifics of working at Familia. The store, about which you should read employee reviews, regularly needs new personnel. The problem of the network is the constant shortage of workers and staff turnover. What are the reasons and what does the network employees not like?

• Salary averages from 12 thousand rubles, with a substantial bonus if the plan is exceeded. The plan is carried out 4-5 times during the year, and in the remaining months it “fails”. All shortfalls and non-fulfillment of the plan are deducted from wages.
• The scourge of all stock and self-service stores is huge shortages and thefts. The management of Familia saved money and did not equip the trading floors with cameras, which is why awkward situations arise when a security guard literally searches every customer.
• A shortage of staff in some chain department stores results in cashiers acting as salespeople and administrators acting as security guards.
• Low staff motivation is a problem in some stores of the Familia chain, which leads to disrespectful attitude towards customers.

The teams of all department stores are different from each other, some of them are quite strong and united, they have been working since the day they opened. Much, including the implementation of the plan, depends on whether salespeople work with department store visitors.

What is the secret of the popularity of Familia stores?

Prices for good things cannot be low. With the discovery of the Familia department store, many customers realized that in this store it is possible to find interesting and even branded items at an affordable price. Festive or especially beautiful outfits are very rare, but there are a lot of clothes in a classic style, there is something to choose for the office, work, a large selection of things for everyday wear at home or in the country. There are much more women's items than men's items, they are constantly updated.

Many people like the household goods department. It is very convenient to buy small kitchen utensils, packaging and accessories for gifts. You can also purchase tableware for design: vases, cups, plates.

The policy of favorable prices has made more than one brand popular. It was the Familia network that gained national recognition. The store, reviews of which tell how decent discounts delight customers, is constantly growing and developing. Without exaggeration, the department stores of the Familia company can be called discounters, where the whole family can get dressed. Who wouldn’t like meager prices for quality products? It is very profitable when you can purchase all the necessary goods for your home and loved ones in one place.

Underwear, bedding sets from 100 rubles, trousers, shirts from 150 rubles, shoes from 500 rubles. - all this and much more is sold by the Familia store (Kazan). Reviews indicate that department stores offer high-quality items, especially after new items become available. “Family” is a store (St. Petersburg) that is constantly developing a system of discounts and offers. For example, a 20% discount on the purchase of two branded items at the same price. Discount card holders are provided with discounts of 5 to 7% daily.

In the Familia store you can often find things made from expensive natural fabrics. However, a low price immediately makes the buyer think that the product is defective. Here it is necessary to remember that the seller bases its trade policy not on the cost of each individual item, but on the speed of turnover.

Where can I find the addresses of all department stores in the chain?

Find out how to apply discount card For regular customers, you can ask the managers what seasonal promotions and discounts are currently in effect by contacting the Familia store. The addresses of all department stores in the chain can be found on the official website. The stores are located so that any buyer has free access to them and can easily be reached by public transport.