Cristian Beznoska has been running the Elmec Romania business
\nfor eighteen months. This is his first interview, however, and he
\ncarefully avoids talking about figures. He uses the word
\n“different” when asked how sales went in 2009. He does not like
\nsuch terms as ‘crisis’ or ‘difficult’. In his opinion, one of the
\nmost important things this year has been the capability to adjust
\nthe business to the new economic reality: “This year has been one
\nwhen companies could either adjust to different conditions and
\ncontinue on or face greater difficulties, because it was different
\nfrom everything I have experienced in Romania until now.”<\/p>\n
Experiments began with Elmec’s start in Romania, with the opening
\nof the Nike store in itself being an experiment. Beznoska remembers
\nthat there were people standing in two lines in front of the first
\nNike store on Magheru Blvd in December 1999: those who wanted to
\nget in and those who merely looked at the windows but did not have
\nthe courage to enter. Looking back, Cristian Beznoska believes that
\nboth categories went through major transformations, and both those
\nwho entered the store in 1999 and those who were watching have
\nbecome more demanding in the meantime and turned into educated
\nconsumers.<\/p>\n
The consumer change was rather fast to occur, and in the first part
\nof the 2000’s, the group wanted to bring several brands in Romania
\nsimultaneously and set up the Famous Brands stores, the first
\nmultibrand concept in the country, to that end. Famous Brands was
\n“a natural step” Beznoska believes, who feels it enabled them to
\nexpand the brand portfolio and anticipate a new consumer profile.
\n“It was a revolutionary concept for the retail market in Romania,
\nwhich was dominated by monobrand stores.<\/p>\n
Consumers want to have as many options as possible and I don’t
\nthink anyone should be dressed from head to toe from the same
\ncompany, as if wearing an uniform.” Famous Brands later developed
\nfrom an approximately 180 square metre store to a new level, Famous
\nBrands Gallery. The company currently has two such stores set to be
\nexpanded by about 200 square metres each in the first few months of
\n2010.<\/p>\n","protected":false},"excerpt":{"rendered":"
A department store, multibrand galleries, accessories, an outlet and many new brands. This is the strategy of Elmec Sport for Romania, considering its exclusive rights over Nike, the most profitable brand in the Greeks\u2019 portfolio could end in a number of months. Sixteen months.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11763],"tags":[14499,12229,11698,5260],"class_list":["post-15855","post","type-post","status-publish","format-standard","hentry","category-bm-english","tag-clothes","tag-elmec-romania","tag-nike","tag-shopping"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/15855","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=15855"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/15855\/revisions"}],"predecessor-version":[{"id":35907,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/15855\/revisions\/35907"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=15855"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=15855"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=15855"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}