American Branded Products in Yerevan

[Mila]

Dear Friends:
I would like to introduce you to a brand new store in Yerevan. The name is Classic. It opened recently on 11 Kievian Street, closer to Metro Barekamutjun without reaching Orbeli Street, to carry American brand name products. The brands now presented at the store are Hanes Underwear and NYX Cosmetics. I am their supplier from the U.S. I work direct with manufacturers and the FOB point (Free On Board) of the products presented at the store is the United States of America.
I was born and raised in Armenia. Eight years ago I immigrated to the United States and settled in Kenmore, New York. One of my first experiences in the States was at the local Mall (shopping center). I was amazed by the variety and quality of the apparel and other products available for American customers. And it was a bit hurtful to realize that whatever was sold to Armenians was not only second sort and second hand but also mostly counterfeited.
Several months ago I opened my own business. The major goal of my business is to import to Armenia American branded products that do not differ in their quality and prices from the products sold in the U.S. I found the manufactures that would agree to give me an opportunity to achieve my goal. I studied Armenian retail market and the supply chain only to find out what I had already suspected: the majority of goods sold in Armenia come from the overstock (i.e. expired or outdated products dumped by the manufacturers to the 3rd world market), distributed in Dubai, Turkey and other borderline markets in the region. In one of my travels to Armenia I came across a notion that U.S. goods are very highly priced and unaffordable for the major population. The pricing depends on the distributor as well as retailer. And you all know too well how greedy and dishonest the majority of the people involved in that business in Armenia are. That is why they are called by a very nice nickname “spekuljant”. The pricing of our products is based on the manufacturer’s Suggested Retail Prices and the markup percentages are kept low to make the products affordable.
While in Armenia I visited local markets and talked to the customers. And again I realized that very little had changed since my departure from Armenia and that the Armenian customer was mostly ignorant of what the real quality product should be like.
What stunned me the most - was the fact that the retail sector was controlled by mostly male distributors. They decided what the nation should wear and brought only uncomfortable, sex-oriented products with very poor or no fashion sense. The brands carried in the underwear sector were mostly of Turkish or Polish origin priced 3 or 4 times more of what they were really worth. The customers were telling me that if they were lucky the above mentioned products would last for 3 months and then fall apart; that the colored underwear bled in wash; that the products made from cotton changed their shape and size after wash; that the seams fell apart after wear; that the bras itched and smelled; and so on and so forth. The only decent brand that was on the local market was Milavitsa from Belarusia, but even the quality of this brand needed some improvements. The Italian brands Lily and Comet and others were of doubtful origin since they did not even resemble the real Lily and Comet either by style or by quality and price! I confronted one of the “optovikov” who admitted, blushing profusely, that he brought his so called Italian Bras not from Italy as he stated before, but from Turkey!
The cosmetics market was especially poor both in variety and quality. The latest fashion orientations in makeup industry were not presented whatsoever. It was as if Armenia was evolving several years behind the rest of the world. The decorative cosmetics were simply dangerous to buy because of their age. I did realize that Armenian women did not know that in cosmetics there were factors called shelve lifespan and usage lifespan. For example: if you buy a lipstick, mascara, cream, liquid liners and etc. that has been sitting on the shelve for more than three years you risk setting yourself for a very nasty skin infection since the chemicals in those products interact to produce hazardous for skin byproducts. Here is an example of usage lifespan: lipstick should be thrown away in two years of usage, as well as the mascara and other liquid based cosmetics because the acids in your skin further shorted the longevity of the products. Cosmetics and their applicators should not be shared at all. A retailer in Yerevan tried to sell me a lipstick that she opened and tried on her arm to show me the color! Yuck! That is why the manufacturers make testers, people! But since those retailers and distributors do not buy direct from the manufacturer they do not get the free testers. I guess my point is that, again, whatever is on the market in Armenia for makeup is mostly very outdated and in this case simply dangerous.
I have been on your forums and have read your statements. You sound like a bunch of intelligent and very smart people. So educate yourselves by visiting sites www.hanes.com and www.nyxcosmetics.com . Go and check out Classic on 11 Kievian Street. Take a look at the products made for Americans and used by them. Help us grow. Shouldn't you enjoy the quality and variety that the rest of the world is enjoying? Get back to me with your comments. I would very much appreciate both your praise and critique. Write in Russian or Armenian – I can read and understand both. And, if your arguments are well supported by the premises, I will let the manufacturers know about them!
Thank you for your time and consideration.
Mila

[Mila]

Originally Posted by grig1979

No Mila..I think YOU rock! ....and I mean that's great, ya know...

I very much hope it was a pure-hearted reply. If it were, thanks. Sometimes it is hard to distinguish when you guys are serious and when not. Let's keep up our appearances, shall we? Sorry I started it first.

[Mila]

Originally Posted by LayZee_Cat

I don't think so, but I've been to Kenmore a couple times. I lived not far from there, in Sanborn/North Tonawanda

When? Did you like it here? Why did you go back to Yerevan?

[LayZee_Cat]

Originally Posted by Mila

When? Did you like it here? Why did you go back to Yerevan?

Long ago 1995-1996. Yeah, I liked it, wouldn't mind visiting there again. I guess Buffalo Bills still ****?

[Mila]

Originally Posted by LayZee_Cat

Long ago 1995-1996. Yeah, I liked it, wouldn't mind visiting there again. I guess Buffalo Bills still ****?

Actually, last year and this year they got a very strong overall coaching team. It is there quarter back that brought them down last year. They dropped him this year. They have got a decent draft this year. The draft was completed yesterday as a matter of fact. Let's see what they do this year when the season starts.

[Vega$]

Yes, socks ARE a big problem!! (umm.... those dozen packs i still have a hanes pair or two from 1999 and they look brand new...we wantss moreeeeee! )
what about hosiery (leggs in particular) and sportswear? does the store carry any?
can't think of any shoe brand right now, but it would be great if some flat and comfortable sandals were available on this side of Atlantic for the same price (or similar)

[Speedy Gonzales]

Originally Posted by Vega$

i still have a hanes pair or two from 1999 and they look brand new...

etot narod nepobedim!!!!!!

[Mila]

Originally Posted by Vega$

Yes, socks ARE a big problem!! (umm.... those dozen packs i still have a hanes pair or two from 1999 and they look brand new...we wantss moreeeeee! )
what about hosiery (leggs in particular) and sportswear? does the store carry any?
can't think of any shoe brand right now, but it would be great if some flat and comfortable sandals were available on this side of Atlantic for the same price (or similar)

Vega$:
Thanks. The store carries only the undershirts and underpants in the category of men's, women's, girls', and boys' apparel as if of this day. The socks, as I promised, will be posted with the next order. Now about the hosiery, Hanes Hosiery is represented in samples with my company's representative in Armenia. She also has some L'eggs. I do not think the store carries samples for the hosiery, but if you get there you could ask to see the samples of the hosiery and maybe make an appointment to meet with my representative. We are right now conducting a poll for the hosiery. So far it seems that price wise Hanes and L'eggs hosiery are not very affordable for Armenia. You have to keep in mind that if a particular product will be ordered, it is only because it has a big demand, since the order minimums are very large.

[Vega$]

Originally Posted by Mila

Vega$:
Thanks. The store carries only the undershirts and underpants in the category of men's, women's, girls', and boys' apparel as if of this day. The socks, as I promised, will be posted with the next order. Now about the hosiery, Hanes Hosiery is represented in samples with my company's representative in Armenia. She also has some L'eggs. I do not think the store carries samples for the hosiery, but if you get there you could ask to see the samples of the hosiery and maybe make an appointment to meet with my representative. We are right now conducting a poll for the hosiery. So far it seems that price wise Hanes and L'eggs hosiery are not very affordable for Armenia. You have to keep in mind that if a particular product will be ordered, it is only because it has a big demand, since the order minimums are very large.

Mila, thanks for such a promt reply.
In any case I'll drop by the store and check it out... cotton quality underwear is hard to find here. As for the hosiery... yes, their prices are a bit high for the Armenian market, considering that there are quite good brands that are much more affordable taken that most of the Armenian female population doesn't have the problem that I have... long legs

[Mila]

Originally Posted by Vega$

... considering that there are quite good brands that are much more affordable taken that most of the Armenian female population doesn't have the problem that I have... long legs

Vega$:
I share your problem but luckily I am all set with the hosiery. Sorry I could not help. Have fun at the store and let me know about your opinion. Thank you, again.

[Mila]

For those of you who did not participate in our discussion yesterday, here is a little update. I announced a store opening in Yerevan at the top of the thread. In some simple words: The store named Classic opened on Kievian Street 11. I am the supplier for the store. (Please scroll back to the top to read in greater detail.) The store carries American brands Hanes and NYX Cosmetics, imported to Armenia straight from the manufacturer in the U.S. I encouraged participants of the forum to visit the store and share their opinion with me afterwards. I also gave quite a lengthy, purely subjective overview of the Armenian retail sector based on my finding during the recent trips. The discussion is still open, so join in, and let me know of your thoughts.

Dla tekh iz vas, komu ne udalos pouchastvovat v nashej discussii vchera, ya predlagayu osvezhit topic. V nachale foruma ya uvedomila chitatelej ob otkrytii v Yerevane novogo magazina. Magazin nasyvaetsja Classic i on raspolozhen na ulitse Kieviana 11. Ya yavljaus ikh postavshikom. (Pozhalujsta, projdite nazad, chtoby prochest v podrobnosti detali) V magazine predstavlenny amerikanskie marki Hanes and NYX Cosmetics, i eti marki importirujutsa pryamo ot proizvoditelja iz U.S.A. Ya takzhe poprosila uchastnikov foruma posetit magazin I podelitsa so mnoi svoim mneniem. V moyem pervom post ya takzhe opisala, dovolno taki dlinno i chisto subektivo, moi vpechatleniya ot armyanskoro torgovogo sektora na osnove moikh predydushikh visitov v Armeniu. Forum eshe otkryt, tak chto prisoedinyaites i podelites svoim mneniem.

[Gayka]

Вчера как раз случайно зашли с сестрой в этот магазин.
О качестве ничего сказать не могу, но чисто визуально ничего не приглянулось.

Кстати, продавщица была весьма любезной и все предлагала попробовать их косметику - это же пробники, почему не хотите попробовать?
Минус - не было лаков для ногтей.

[Mila]

Originally Posted by Gayka

Вчера как раз случайно зашли с сестрой в этот магазин.
О качестве ничего сказать не могу, но чисто визуально ничего не приглянулось.

Кстати, продавщица была весьма любезной и все предлагала попробовать их косметику - это же пробники, почему не хотите попробовать?
Минус - не было лаков для ногтей.

Spasibo, chto zashli, Gayka:
Ya by porekomendovala poprobovat. Tol'ko tak i o kachestve mozhete sudit. Zhal, chto vam nichego ne prigljanulos. Nu komu kak. Ya ochen rada chto vas khorosho prinjali. Lakov dlja nogtej ne bylo i v budushem navrjadli budet. S perevozkoi iz Shtatov problema. Lak dla nogtei schitaetsa opasnym dlja perevozki po vozdukhu. A okeanom cherez Gruziju peresylat ya ne sobirayus.

[Kristem]

Hi, Mila!

Would you be so kind to tell us what you have in your store in Yerevan?
I know what Hanes has in US, but would like also to know the product list here without visiting you at your store (if it's possible, of course).
BTW, do you have some other brands to be represented to Armenian customer in future? (like, Victoria's secret, for example)..

[Mila]

Originally Posted by Kristem

Hi, Mila!

Would you be so kind to tell us what you have in your store in Yerevan?
I know what Hanes has in US, but would like also to know the product list here without visiting you at your store (if it's possible, of course).
BTW, do you have some other brands to be represented to Armenian customer in future? (like, Victoria's secret, for example)..

Of course:
As if of today the Hanes products presented at the store are:
Women’s:
1. Sporty Bikini, Sporty Boy Brief, Sporty Sleeveless Tee - preview at http://hanes.com/womens/F-UW-sporty.jsp
2. Accent String Bikini, Accent Thong, Accent Bikini – preview at http://hanes.com/womens/F-UW-accents.jsp
Men’s:
1. Basics: White Crew T-shirt; White A-shirt; White Brief – preview at http://hanes.com/mens/F-UW-crewneck.jsp and http://hanes.com/mens/F03_mens_underwear_hanes.jsp
2. Dyed: Sleeveless Shirt; High V-neck T-shirt; Crew Neck T-shirt; Boxer Brief; Fashion Color Brief – preview at http://hanes.com/mens/F-UW-boxerbriefs.jsp and http://hanes.com/mens/F-UW-briefs.jsp they do not have the preview of the Sleeveless Muscle Shirt and the High V-neck T-shirt at their site
3. Comfortsoft Waistband Mid-Rise Brief – preview at http://hanes.com/mens/7820.jsp
Boys’
1. Basic: White Crew Neck T-shirt; White Brief; White A-shirt – preview at http://hanes.com/boys/F03_boys_underwear_3years.jsp

Girls’
1. Basic: Brief; White Camisole – preview at http://hanes.com/girls/F03_girls_underwear_3years.jsp

Also at the store you might see some styles for the next order from the line of Hanes Lingerie Body Creations – preview at http://www.bodycreations.com/index.html and Bras - preview at http://hanes.com/womens/F03_womens_bras.jsp . From the bras the selection for the next order will constitute of mostly Body Creations bras with the matching no-line microfiber and mesh panties, Sport Tops preview at http://hanes.com/womens/F03_womens_bras_sport_hanes.jsp , and Full Support Bras – preview at http://hanes.com/womens/F03_womens_b...pport_full.jsp for women with fuller figure.
Thank you for your interest. Enjoy!

[Mila]

Originally Posted by Kristem

BTW, do you have some other brands to be represented to Armenian customer in future? (like, Victoria's secret, for example)..

Dear Kristem:
Unfortunately, I cannot bring Victoria Secret. Not at least now. I originally approached Victoria Secret only to find out that I would have to purchase their franchise (couple hundreds thousand dollars) to be able to import it to Armenia. Plus, they wanted me to open a store or a boutique specifically for that Brand. As a matter of fact, I approached Estée Lauder too and found out the same requirements being demanded from the latter company. When I wrote my proposition to Hanes, I provided thorough review of the Armenian market provided in turn by the American Embassy and the subsequent organizations in Washington D.C. And only after meeting in person and presentation did Hanes agree to work with my company to export its products to Armenia. It took me 6 months to have everything prepared and ready to place an order. I guess, my point in telling you all this is that convincing a big company to even consider a country like Armenia as a potential market takes a lot of preparation and a very thorough examination by the aforementioned company.