15,000 parcels leave modnaKasta's warehouse per day. To make this possible, entrepreneur Andrey Logvin had to teach Ukrainians to buy clothes on the Internet and become one of the largest e-commerce companies in the country.

Every day on the way to work, the founder of modnaKasta Andrey Logvin thinks about what good news to start today's planning meeting with. This required condition every morning meeting: first, all participants share good news (and not necessarily work-related), and only after that they move on to discussing KPIs and plans for the day.

The format of morning meetings in modnaKasta changed in June 2016. Now they are called stand-ups, they last no more than 15 minutes, and all participants of the meeting are standing. At 9:30 such a meeting is held by the directors of the company, and at 10:00 it takes place in each department. Not only does this help to keep the meetings going, but it keeps the news circulating, which is critical for a company that has more than 700 employees this year.

700+
a person works in modnaKasta

“If any employee has a problem that slows down the work of the company, we can already 10 minutes after stand-up collect working group and start solving it,” explains Natalya Logvin, PR director of the company.

The fact that the model works is evidenced by the fact that now modnaKasta is the No. 1 online sales company in the clothing and footwear segment in Ukraine, with a market share of 30%. How did it happen?

Crisis is the engine of progress

The founder of modnaKasta, 37-year-old Andrei Logvin, does not consider himself a fashionista, he says that sports and travel are closer to him. “Of course, depending on what we mean by fashionista. If keeping track of the latest trends, new designer collections and leaving the house is only the perfect total bow - then no, I'm not a fashionista. On the other hand, of course, I have more than one T-shirt and jeans in my wardrobe.

Andrey Logvin, founder of modnaKasta

Andrey Logvin studied at the Donetsk State University of Management, received a master's degree from the Kiev-Mohyla Business School and a law degree from the Kiev National University. Shevchenko. He organized his first business (Internet provider) when he was a third-year student. Prior to the launch of modnaKasta, he was the CEO of the mobile operator company CDMA Ukraine.

In 2010, when friends Oleg Skripnichenko and Andrey Logvin decided to open the Brandomania shopping club (that was the working name of the project), people were repelled from buying clothes on the Internet by exactly the same reasons as today. “We are already used to buying household appliances and gadgets online, but when it comes to clothes, many people are still afraid of the impossibility of trying on and the fear that it will be difficult to return an item that doesn’t fit,” explains Natalya Nazarchuk, head of the modnaKasta contact center.

Later, the fight against these two fears would form the basis of the modnaKasta brand strategy, but in 2010 the hype and low prices became a unique feature of the business.

The Turkish shopping club Markafoni, run by entrepreneur Sine Afra (future majority shareholder of modnaKasta and ex-head of eBay Turkey), had already successfully tested the flash sales business model (shares with short term actions and maximum discounts).

Markafoni sold clothing at discounts ranging from 20% to 90%. New offers were added to the site several times a day and were active from four hours to three days. And new customers were brought to the site by existing subscribers: registration was impossible without the recommendation of one of the club members. Business angel Sine Aphra was actively looking for partners around the world.

500 000
euro was invested by an investor in the launch of modnaKasta

Oleg Skripchenko and Andrey Logvin went to Istanbul and offered the businessman cooperation. The investor agreed to try and put €500,000 into the business. A few months later, the project started. Stocks became the main source of goods famous brands which modnaKasta helped to quickly empty.

By that time, online clothing stores were no longer new: many Ukrainian fashion retailers managed to open them. So, one of the pioneers was the largest player in the domestic luxury segment, Helen Marlen Group: the company launched an online store in 2010.

“According to the results of the first year of operation, the share of sales was less than 1%. Now this figure varies from month to month within 10-20%,” said Aleksey Meleshchuk, executive director of Helen Marlen Group. However, every year after the launch of the site, online sales showed active growth. “The maximum relative growth (167% in hryvnia and about 50% in dollar terms) was achieved in 2015, after the launch of the updated website helen-marlen.com with a more user-friendly user interface focused on sales,” Meleshchuk explains.

Not just clothes

At first, the “closeness” of the project (the possibility of registration only by subscription) helped modnaKasta to quickly interest the audience, but soon began to interfere with growth, and in 2012 they decided to abandon it. All other attributes remained unchanged: it is still a project built on the flash sales business model (promotions with a short duration and maximum discounts).

Until now, at least 40 promotions a day appear on the modnaKasta website, most of them start at 6 am. “When the offers are especially good, the goods can be redeemed as early as 10:00. This teaches customers to visit the site every day,” explains Natalya Logvin. Another component of the “game” is that each promotion has an expiration date. This increases hype and leads to spontaneous purchases.

But "fan" is not the only locomotive that helped modnaKasta to gather an audience of 5 million subscribers. Andrey Logvin has always treated his project as an IT company, and not as a clothing store. “The nature of the e-commerce market is innovation. We are constantly looking for solutions to help make online shopping cheaper, easier and faster,” says Logvin.

I want to change the historical injustice, where in a country with so many talented programmers there is not a single IT company whose capitalization would exceed the $1 billion threshold,” Andrey Logvin.

Every month, modnaKasta studies the NPS (a loyalty index that shows the customer's readiness for repeat purchases), asks customers about the quality of the product, delivery speed, site and app convenience. Consumer feedback forms the to-do list for the next month.

Initially, modnaKasta's main challenge was to attract the attention of suppliers. The Ukrainians liked the project and they demanded new shares. Category manager Tatyana Yushchuk, who has been with the company for more than five years, recalls that many suppliers had to be literally hunted down. “Not all partners understood how e-commerce works and did not believe in partnering with us, but when we started selling as much stock in two days as some retail outlets sell in a month, the situation changed.”

Since 2011, modnaKasta buyers have ventured to offer customers something other than clothes and shoes. The first non-core stock was tableware: first for children, and then for other types. The Home Goods category was fully launched in 2014. Now it is one of the fastest growing segments.

Most popular brands on the site modnaKasta

New markets

In 2015, the site began selling food products: groceries, snacks, alcohol. Global trends say that modnaKasta has bet on the right direction. According to a report by the Food Marketing Institute and Nielsen, spending on online food and beverage purchases in the US could grow to 20% of total food and beverage sales in this segment by 2025 (from 4.3% now). Last year, American online stores earned about $ 20.5 billion from grocery products. And according to Digitally Engaged Food Shopper, 60% of users will spend a quarter of their total budget on food purchases online in 10 years.

“The last two years have not been the easiest for the retail market in general. During the economic crisis, most customers change their buying behavior, demonstrating a more rational approach to shopping. Now customers are more closely tracking discounts, comparing longer, making fewer purchases spontaneously,” says Katerina Mikula, CEO of the Lamoda project. According to her, the demand for fast fashion has grown - budget collections that are updated several times a season. Following this trend, Lamoda also increased the share of brands in the middle price segment (now they have 1,500 brands in their portfolio, the most popular being Mango, Oodji, Lost Ink, Dorothy Perkins, Sela).

After the crisis, the company's management faced another problem: despite the addition of new categories, customers began to complain about the monotonous assortment. Importers became more economical, bought as much goods as they could actually sell, old stocks “washed out”, and there were not enough goods from Ukrainian manufacturers. The management ventured to offer a radical solution: it opened up the opportunity for customers to shop in American online stores.

Nova Poshta provided a warehouse in the state of New Jersey and the project was launched. This was not the first experience of cooperation between the two companies. “For several years now, modnaKasta has been one of our largest clients and definitely the largest in fashion retail. Similar volumes of deliveries are only for marketplaces like Rozetki,” Oleg Makarenko, sales director of Nova Poshta, told the site. This fact confirms the general trend of the industry's transition to online sales. “Judging by the three largest clients of Nova Poshti from the fashion e-commerce sector (modnaKasta, Le boutique, Lamoda), the increase in the number of deliveries in this segment amounted to 22% in January-August 2017 compared to the same period last year” .

Parcels were often delayed by customs, and the quantity negative reviews hurt the reputation of the whole business. On June 1, 2017, when the number of comments became critical, the project was stopped.

Put on in 60 seconds

Sales are reflected not only by the complaints of customers who have already used the service, but also by the fears of the potential audience. According to a survey by BigCommerce (a technology company that develops e-commerce software), 58% of Americans say that paid shipping is a disadvantage of online shopping, 49% - the inability to touch or try on an item before buying, 34% - the difficulty of returns, and the same number of people complain about too long waiting time for the product. The emotions of American shoppers are also shared by Ukrainians.

Reducing delivery time and reducing the number of returns are daily KPIs for modnaKasta employees.

So, here they invested in new equipment, which helps to save a few seconds on one operation. Recently, the warehouse has been replenished with scales that not only measure the weight of the package, but also scan its size and automatically add data to the barcode. The whole operation takes a few seconds. Thus, parcels arrive at Nova Poshta (the branch is located right there in the warehouse building) already measured, which significantly reduces processing time.

“We send about 15,000 parcels a day through, it is not surprising that every second saved is important for us,” explains Natalya Logvin.

There is still a big problem with content production in Ukraine. For a successful promotion, only photographs of things are not enough: each article must be carefully described, unified dimensional grid and tell you how to take care of the product. How more information the consumer will receive before buying, the fewer returns the online store expects.

As the number of providers grew, working with content became more and more difficult. “I worked back in the days when modnaKasta had five photo studios in different parts of the city. We stored photos on a flash drive, and transferred them to the server manually,” says Maxim Gorbunov, head of photo studios. The time cost was enormous. Then it became necessary to equip our own photo studio and processing center. Now modnaKasta has 12 photo studios equipped for subject and model shooting, and a content department where each article is carefully described. Then we developed pre-production software that allows images to reach the retoucher 4 minutes after the shutter is clicked.

Another barrier - the inability to try on the thing you like before buying - was partially eliminated by opening a network of customer service centers.

The company noticed that many customers prefer to pick up parcels from Nova Poshta warehouses on their own, without waiting for targeted delivery. And we decided to improve this direction. In 2016, modnaKasta opened ten centers in different districts of Kiev. There it was possible not only to pick up the parcel, but also immediately try on clothes and issue a return if the item did not fit. In addition, delivery to any of the locations is free, which helped eliminate another point that customers often criticized the company for. Today, there are 50 customer service centers in eight cities of Ukraine.

About online store Modna Kasta

ModnaCasta is an online store that operates on the principle of "Sell sales!". On this site you can always find a huge number of special offers that apply to the most different kinds goods. Here you can find seasonal sales of clothes and shoes, discounts on underwear, cosmetics and perfumes, even household appliances. Jewelry and Jewelry, stock offers, dishes and home textiles for promotional offers - all this can be bought at modnakasta.ua. Here you can also find clothes and shoes from the most famous brands at special prices.

ModnaKasta.ua

Online shopping is a type of shopping that is gaining more and more popularity every day. An increasing number of modern young people choose to shop in online stores, forgetting about going to stationary stores. This has its own explanation.

First of all, it's very convenient. No need to go anywhere, drive, run, you just need to press the power button and open a browser tab. And immerse yourself in the world of comfortable shopping without leaving your home. With the advent of a variety of delivery and payment methods on websites, online shopping has become even more convenient.

This saves time. The pace of modern life is accelerating more and more, even one day off a week is a real luxury for many. When there is not enough time for yourself and communication with loved ones, you don’t really want to spend it on shopping, because it’s not a fact that you can find exactly what you need. With online stores, everything is much easier. You can make purchases at any time, even at 3 o'clock in the morning. And it takes much less time.

It's profitable. Products in the online store will always differ in price from products in stationary stores. After all, everyone understands that the maintenance of the store requires considerable costs, which are reimbursed by the additional cost of the store's goods.

ModnaCasta is a well-known Ukrainian online store, which is a closed sales club. What it is? This is a site where exclusively promotional products of various brands are collected.

How is ModnaKasta.ua different from other online stores?

• In the ModnaCasta store you can find products from more than 500 well-known brands. What's more, to find genuine products from over five hundred brands - the company will never let itself fall in the eyes of its customers by selling fakes.
• The ModnaCasta website contains the most attractive price offers, since the goods enter the sales club not through intermediaries and retail chains, but directly from manufacturers.
• New promotional offers appear in the online store every day. The specialists of the company make sure that they interest their customers as much as possible and stir up their interest with profitable offers.
• For regular customers and subscribers of the online store, the company has special offers and even more incredible discounts.

The entire range of ModnaKasta.ua is divided into several large categories, which include goods for women, men, children, home, as well as the opportunity to buy groceries and stock goods. A special offer that will be beneficial for every buyer of the company - by purchasing a special card (ModnaKarta), you can become a member of a closed club of selected buyers who have access to unlimited delivery throughout the year and unlimited returns, as well as other privileges.

website and ModnaKasta.ua are best friends

You ask, where does our site? About everything in order. As we have already said, time is the most valuable part of our life, because it cannot be returned for any money. You can’t go back and spend time with your family instead of exhausting shopping trips, for example. That is why we have created a service that contains all the most "delicious" offers of the Ukrainian Internet space. Discounts, promotions, special offers and promo codes - all this can be found here. In addition, we regularly monitor the relevance of the offers posted on our website.

How can this be useful specifically for you? In order to get a discount, you no longer need to search for it all over the website of the online store. Read carefully what you need to do this:

1. Go to the site site;
2. In the search bar, which is always visible at the top of the page, enter the name of the online store - ModnaCasta;
3. Carefully read all the conditions of each of the special offers and promotional codes that are relevant for this store;
4. Go to the store's website by clicking on the appropriate button and place an order.

Now do you believe that it is fast, simple and convenient? And an incredible time saver. If you want to thank us for our work, reposting about us on social networks will be the best reward. Share the secrets of successful shopping with your friends!

In the online store "Modnaya Kasta" discounts all year round. But these discounts reach their peak on Black Friday and Cyber ​​Monday. These days, discounts reach up to 95%, and you can find all promotions on our special Black Friday and Cyber ​​Monday pages.

If among the offers of the online store something did not suit you, then you should not give up and leave the site. Hold on a little longer. In the upper right part of the page there is a button "Categories". By clicking it, you can select the category of goods to which the item you need belongs. By choosing a category, for example, "Clothes", you can find tempting offers from such "monsters" of online commerce as Aliexpress, Asos, YOOX, lamoda and many, many others. Having such huge selection, you can easily find your perfect discount on the right product.

What woman doesn't love to shop? Shopping is not only an opportunity to acquire the right things, but also good way relax and forget about working days. The only negative is the tedious trips from store to store in search of a suitable model or size. True, this can be avoided.

Today, Ukraine is rich in online stores, but not all of them offer affordable and high-quality goods at the same time. Another thing is the online store Kasta. This is a special online store, the catalog of which contains items from hundreds of famous brands at the most optimal cost.

Fashionable clothes at maximum discounts

At the present time, it is not so easy to buy clothes for women at a low price. Stationary stores indulge in sales infrequently, moreover, discounts are not always high enough. However, Kasta breaks all stereotypes and offers high quality products at an affordable price.

The sale here is a ubiquitous phenomenon, regardless of the time of year and calendar holidays. Discounts reach 90%! And this is for popular brands that are not always available, and often simply not available in regular stores.

It doesn’t matter if you are a resident of the city of Kiev, Odessa, Kharkov or Dnepropetrovsk, making purchases in the Kasta online store is quite easy and simple, for this you need to go through a simple registration. This will give you access to a constantly updated range of stylish and trendy items that are a pleasure to buy.

Buying on Kasta is easy and profitable

Women's clothing on Kasta is just one of the categories, which includes a huge number of models from famous brands. Its sale is carried out with pleasant discounts and bonuses that save money in your wallet. And that's not the only benefit of shopping at Kasta. The advantages of this online store include:

Branded clothing has never been as affordable as in Kasta. Now every woman can afford to have items from European and American manufacturers in her wardrobe. To do this, you do not need to travel abroad or spend time on trips to all stock stores. hometown. It is enough to register with Kasta and get unlimited access to thousands of stylish clothes.

Being fashionable is easy, the main thing is to know the right places for shopping! Password "Kasta" will open for you the widest range clothing that is only available on the Internet. Join and see for yourself the veracity of this information. Happy shopping!

ModnaKasta is a unique online store. Here you can buy branded branded items at an affordable cost. Men's, women's, children's clothing and footwear, cosmetics, accessories, dishes, household items, textiles and much more - that's what Modna Kasta offers. A distinctive feature is the constant Sunday offers and last-minute promotions that are valid for a limited period of time, when discounts reach 70%. We have connected a store beloved by many and now you can buy in ModnaKasta with a cashback, that is, even more profitable.

How to arrange it, see in detail on the official website, and we will tell you more about the market itself, what it offers and under what conditions.

What is ModnaKasta?

This is an online shop for smart shopping. Why smart? Because, here:

• More than 500 brands in one place. No need to jump through the tabs and look for sites.
• Goods enter the store directly from manufacturers, bypassing intermediaries, which means that you buy goods cheaper than anywhere else.
• And they are really authentic!
• Round-the-clock support has been established. You can not only order the dress you like at 3 am, but also check with the manager about the size, color, delivery, etc.
• Closed sales are constantly held, where you can buy what you want at a bargain price.
• You become a member of the Modna Casta club and receive many privileges, including a personal payment card.

What do they offer?

A huge assortment of clothes, shoes and cosmetics. Most fashionable accessories and incredible household items. household chemicals and products for animals. Crockery and dietary supplements. And everything is of high quality, only the original.

The site has a very convenient search for product categories, so you will not wander in search of "men's sweatshirt white color size M”, and you will immediately see the entire range of models that fit the given parameters.

In addition, all the promotions that are currently available and which brands are represented are immediately displayed right on the main page. So, for example, simply by clicking on the banner “Sale 65% Colin’s for Women”, you immediately get to the entire list of products that are included in the sale.

Payment and delivery

After choosing the right one, you send it to the basket and place an order. There is nothing complicated here: indicate your full name, delivery method (by courier, Nova Poshta, Ukrposhta), address and confirm the payment.
Payment can be made both upon receipt of the goods, in cash to the courier or upon receipt of the parcel at the post office, or in advance, using a bank card.
The parcel arrives quickly, within a few days, usually 3-4, to any city in Ukraine.

Return and exchange

If you received the wrong product or it did not meet your expectations, then you simply return it, indicating the reason for the return. The money will be returned to your account after the company receives your return package. However, you will have to pay for the return shipping yourself.

Appendix

The online store has its own mobile application, in which it is very convenient to make purchases anywhere and at any time, as well as keep track of new arrivals and great offers. Install the ModnaKasta application and you will not miss the start of grandiose sales and will always buy at the best prices.

Buy with cashback in ModnaKasta

For all pleasant prices and reduced price tags, you will also receive an additional 1.75% discount. Such a cashback in the Fashion Cast. It will be credited to your balance within 30 days after payment for the order, it is charged in rubles and converted at the rate of the Central Bank of Russia at the time of receipt.
Dress in style and save money with LetyShops in the most popular store in Ukraine!

Kasta (formerly modnaKasta) is the No. 1 online store in the clothing and footwear segment in Ukraine

The main advantage for our Clients is the GUARANTEED BEST PRICE for clothes, shoes, accessories, cosmetics, perfumes, make-up products (make-up), food, sports goods and others at PROMOTIONAL prices (section "Promotions" in the application) and among goods in the CATALOG (permanent assortment).

If you find a product cheaper - we will add a bonus for your help!

Key Benefits for Clients:
- Best Price Guaranteed
- Every day the assortment is updated
- More than 15,000 brands for sale
- Guarantee of authenticity and quality of goods
- Own wide network of Pickup Centers in Ukraine (Kasta branches)
- Payment by bank card, cash upon receipt, bonuses
- Return of goods 14 days, if for some reason it did not suit you + simple and fast money back
- Shopping security
- 24/7 customer support
- Delivery throughout Ukraine at special reduced rates (Nova Poshta, Ukrposhta, courier delivery)
- Convenient product search in the application

On sale every day at a low price women's clothing, men's clothing, clothes for children, shoes for the whole family, as well as new fashion clothes and shoes in 2018.

Our application is not only convenient, but also gives one more advantage - the start of all Promotions 5 minutes earlier than on the site.

Categories of goods that are available to our customers: Sneakers, Watches, Dresses, Backpacks, Toys, Dolls, Bedding, Swimwear, Sports nutrition, Perfumes, Furniture, Bags, Cardigans, Pillows, Board games, Products, Sweatshirts, Thermal underwear, Frying pans, Glasses, Tops, Wallets, Slip-ons, Uggs, T-shirts, Jeans, Thermal mugs, Hats, Coats, Briefcases, Pet supplies, Tents, Suitcases, Sandals, Overalls, Vyshyvankas, Suits, Jackets, Coffee makers, Golfs , Moccasins, Dishes, Fur coats, Shoes, Bras, Down jackets, Sneakers, Leggings, Skirts, Panties, Jewelry, Tights, Ankle boots, Blouses, Caps, Boots, Socks, Rubber boots, Jackets, Waistcoats, Clutches, Cups, Pullovers, Sundresses, Scarves, Slippers, Linen, Eau de toilette, Boots, Soap, Sweatshirts, Plates, Sweaters, Sweatshirts, Kettles, Hoodies, Espadrilles, Electric kettles, Decor, Body, Bolero, Gloves, Pajamas, Boots, Fur coats, Brogues, Raglan, Shorts, Mini, Lipsticks, Oxfords, Topsiders, Boyfriends, Gadgets, Sheepskin coats, Bracelets, Booties, Cosmetic bags, Raincoats, Ballerinas, Jumpers, Grocery, Capri, Tunics, T-shirts, Plaids, Blankets, Mascara, Windbreakers, Dutiks, Umbrellas, Jumpsuits, Bedspreads and more.

Fashion brands that we select for you: Zara, Next, H&M, Adidas, Bershka, Asos, Nike, Yaroslav, Ikea, Michael Kors, New Balance, Carters, Lego, Cat, Tommy Hilfiger, Victoria "S Secret, Star Wars, Marvel, Reebok, Retrica, Mango, Chicco, Reserved, Massimo Dutti, Stradivarius, Must Have, Line, Mom's House, Hot Wheels, Philips, Gap, Calvin Klein, Puma, Ralph Lauren, Canvas, Crocs, Ecco, Timberland, Queen, North Face, Vans, Yves Rocher, Kiss, Stone Island, Lc Waikiki, Cropp, In Time, Red, Pixel, Guess, Docker, Mothercare, Oodji, Chervona Ruta, Forever 21, Lacoste, Columbia, Louis Vuitton, Topshop, Spiderman, Supreme, Converse, Under Armor, Asics, Gucci, Craft, Top Secret, Df, Exmo, Playful, Man, Nm, Angela, Adele, Philipp Plein, New York, Monster High, Transformers, Gloria Jeans, Naruto, Sweet Dreams, Gepur , Mac, Monster, Adventure Time, House, Arber, Vitto Rossi, Fox, Disney, Ferrari, English Home, Dolce Gabbana, Old Navy, Saucony, Napapijri, Welfare, Ugg and others.