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Mercedes-Benz Fashion Week Russia: What Every Designer Should Know
October 26, 2015 00:25


Business program of the fifth day of the MBFW Russia opened with an event where industry representatives and designers could meet and communicate within the scopes of the program of the Russian consumer goods industry products promotion.

Participants of the press conference addressed global issues like: what every designer should know, embarking on the path of establishment and development of its own brand. Speakers talked about the designer and factory collaboration scheme, about well-written business plan and documents drafting. In addition, such issues were landed: why the factory can refuse cooperation with a brand, and what the role of specialized agencies and managers in establishing working communications is. The representative of communication server between the intermediary and factory Sergei Malyavko shared how to simplify the work and how their server works with 3D models: model accuracy is 97% higher, and as a virtual sample is twice cheaper, the communication process between the supplier and the factory accelerates three times. Elena Bugranova, president of the Russian Buyers Union, explained the importance of creating an image of designer, and told how to sell the brand. ‘The key pount is - do not be afraid’, summed Svetlana Salnikova, designer of FYR Clothes.

The program proceeded with the business session on the subject of AliExpress sales boosting opportunities for Russian designers. The discussion was attended by invited speakers – AliExpress Director of business development in Russia and CIS Mark Zavadsky, Commercial Director of DPD in Russia and CIS Leonid Zondberg and COSTMART Executive Director Sergey Molchanov. AliExpress was established about five years ago and entered the Russian market in 2012. The company starts cooperation with Russian suppliers and designers this autumn, and it is planned to provide a platform for stores promotion. ‘Fifty percent of sales on AliExpress is accounted for fashion profile,’ one of the speakers emphasized. Since this is one of the largest sites to reach audiences, the selection will be carried out carefully. The main requirement to partners is manufacturing in Russia. The main logistics partner of the project is DPD, which has been successfully working with the fashion industry, not only with individuals but also with retail.
PostaMagazine editor-in-chief Tatyana Saburenkova and blogger Snejina Kulova held the business session L’Oréal Professionnel PR trends of Beauty Salon Business: Projects with celebrities and bloggers. Snezhina insisted on the importance of believing in a rising star, described types of bloggers and encouraged to be careful about choosing a person to promote the salon within the desired audience. According to Snezhina ‘Managing Instagram account is a skill. Beauty needs no words to be attractive’, and beauty salons manage it well. Tatiana Saburenkova confirmed that thanks to celebrities it is easier and cheaper to lay emphasis on status places. She offered to arrange open days to increase the popularity of the salon, inviting famous people and regular customers of the salon for communication.
American streetstyle photographer Adam Katz Sinding revealed the DNA of his ‘natural framing’ creative work. ‘I prefer to be ignored while I am taking photos,’ says Adam. He likes to catch moments of interaction between people. ‘The atmosphere and the people are more appealing, than brands,’ this is how photographer explained the absence of recognizable trademarks and cut faces on his photos. Adam Katz Sinding's work have told an intriguing story of the fashion world of Paris and Moscow.


Author: Anna Dorozhkina

Tags: Mercedes-Benz Fashion Week Russia     

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