The third day of Mercedes-Benz Fashion Week Russia traditionally started with the lecture of business program. Laima Rylskaya, founder of Fashionology agency, spoke about image-consulting for emerging designers, about representatives of sales teams and media services in the fashion industry.

      The speaker pointed out what basic garments are a must in the collection referring to different types of female body, seasonal color types and other factors that determine consumer demand. Main goal of the lecture was to deliver a message about commercially sound collection. 'Contemporary consumers do think before they buy something, more and more frequently they ask the question "Why do I need this thing for?". This tendency is called the Smart Wardrobe. That is exactly the reason why you should be aware of what you offer to people and why they are supposed to buy it'.