June 3-4, 2017 | Moscow | Hlebozavod No. 9
June 3-4, 2017 | Moscow | Hlebozavod No. 9
BE IN OPEN 2017 –
Forum for New Russian
Fashion Industry
BE IN OPEN 2017
Forum for New Russian
Fashion Industry
We spent the past year keeping on the pulse of the Russian fashion industry: shocked by filings for administration, excited by new startups, and busy collecting evidence supportive of the end of the recession. We've noticed that small and medium-sized enterprises have nearly depleted their reserves over the course of the last two years. That said, we have marketing analytics reports claiming that consumers are no longer able to save on clothing, which gives birth to "new demand". What were the companies that have managed in the past year to focus on growth and how? What's next? Will the end of the recession not be lost on small-sized enterprises? What are we to expect: the most challenging year ever or a gradual growth? Is the domestic e-commerce market still a good investment or just a bubble that nears its end? For how long the West will keep showing interest in the post-Soviet Russia?

These are among the many topics to be discussed at the Forum.
2 DAYS
5 rooms

for parallel sessions
40 speakers

with hands-on market experience
800

participants
20 hours

of workshops run by high-profile educational projects of the fashion industry
25 designers

the showcase of the most promising
Russian fashion labels
80 meetings

with buying directors, promotion agents,
and manufacturers
Events to be held:
Pavel Osovtsov, Creative Director, Ostrov store
Why sportswear powerhouses can benefit from collaborations with minor labels
Pavel possesses a formidable knowledge of the sneaker industry and of collaborations between local fashion labels and Puma, adidas, Asics, Reebok, and Nike. He will share his insights on how to make business with each of these companies in a win-win way
Hall 1
Elena Kamay, founder of Lambada Market
Outlook of the local fashion brands market
– What does the consumer expect of designer labels nowadays?
– How designer labels have changed over the course of the last three years?
– How to join Lambada? Will it eventually pay off?
Hall 2
Marina Nikolayevna, co-founder of ITEMS, founder of HALF&HALF
A development strategy for a jewellery brand that targets the Russian jewellery market
Hall 2
– What are the designer jewellery brands active in Russia?
– How jewellery designers are expected to make business with retail stores
– How to tackle the scaling challenge: case studies
– How to make business with manufacturers
Hall 2
Brand positioning based on ideologemes that count more than design and production technologies: implications for brand development
Crime x Punishment, Narvskaya Dostava and GO Authentic case studies

Feminism as the brand concept for Narvskaya Dostava: a unique selling proposition or a subcultural statement. Will it work in Russia the way it does abroad?

Leonid Vilner, co-founder of Crime x Punishment. How to launch a successful brand catered to international customers by poking fun at common misconceptions about Russia: tough prisons, Dostoevsky, and the Cyrillic script. What are the immediate implications in terms of the brand promotion?

Olga Glagoleva, GO Authentic – sustainable fashion.

Hall 2
Development strategies that proved successful for Russian footwear brands: two case studies
Afour and Affex case studies

Vladimir Grigoriev (Afour Custom Footwear) has put emphasis on direct orders for a customized product, while Rustam Eibatov (Affex) has established a brand carried by both TSUM and local skate shops across Russia.
Hall 1
Denis Erkhov, founder of ITEMS
Buying vs. concession: is it possible for retail stores and fashion designers to come to agreement?
Denis is well-versed in the inner workings of how retailers and fashion labels make business together, and he is willing to share his knowledge that can be helpful for either party. When selling entire collections is not a feasible option for labels, and when concessions are something to be avoided by retailers.
Hall 2
Russian streetwear market: what is happening
Ziq&Yoni, Volchok, Rodina case studies
Russian streetwear is the most rapidly growing and controversial market segment. What are the pros and cons in the ongoing shift from "fashion design" to "fashion statements"? Why have streetwear brands won the hearts of millennials? How do they build loyalty? Why are they not covered in glossy titles and yet have been already well-known abroad?

Georgy Yashin, ZIQ&YONI. Scaling the brand: case study

Vasily Volchok, founder of Volchok. Case study of Volchok. Streetwear in Russia: current situation and future prospects

Artyom Malyshev, Rodina founder. Rodina: case study. Why has streetwear succeeded in taking regional markets by storm?

Hall 1
Kazuma Mori, owner of Uggla online store and Uggla pop-up store of Russian fashion designers, Tokyo

Glimpses of Russian fashion from Japan: prospects and challenges of entering the East Asian markets

Hall 1
Ildar Iksanov, stylist, vs. Anzor Kankulov, editorial director of Numero Russia, former editor-in-chief of Port magazine
A public talk on the past and future of the Russian menswear
Concept stores in Russia have been responsible for nourishing menswear fashion that is either conservative or overly masculine and has a streetwear touch to it. Why are Russian men reluctant to appreciate J.W. Anderson and Gucci? Is there a middle way between streetwear and formal attire in Russia?
Hall 1
Jenya Kim, J. Kim
Brand case study
Hall 2
Workshops
Russia's leading fashion education destinations will present series of workshops
Business speed-dating
One of the most efficient business features of the Forum is speed dating – short appointments with professionals and companies that in ordinary life take a lot of time and energy to organize. Speed dating is hosted by Fashion Factory School that has been unionizing the industry players for years.
Exhibition
25 Russia's contemporary fashion brands will present their latest works. The corner
system will be divided into three sections: high fashion, streetwear and casual.
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