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.
for parallel sessions
with hands-on market experience
of workshops run by high-profile educational projects of the fashion industry
the showcase of the most promising Russian fashion labels
with buying directors, promotion agents, and manufacturers
Events to be held:
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
Pavel Osovtsov, Creative Director, Ostrov store
Entertainment Influencer Marketing: idiosyncrasies of working with opinion leaders at adidas
Promotion strategy at adidas is both celebrity-centered and focuses on maverick creatives be they artists, entertainers, or movie actors. This is the case when not only people promote the brand, but also vice versa: the company selects emerging opinion leaders and catapults their stellar careers
– Is Entertainment Influencer Marketing a new way of engaging consumers through cultural localization? –What guides the choice of entertainers and events and why they support Boiler Room at adidas – The workflow: mistakes you don't want to make and performance measurement tools
Development strategies that proved successful for Russian footwear brands: two 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.
Afour and Affex case studies
Brand positioning based on ideologemes that count more than design and production technologies: implications for brand development
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?
Crime x Punishment, Narvskaya Dostava case studies
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?
Ildar Iksanov, stylist, vs. Anzor Kankulov, editorial director of Numero Russia, former editor-in-chief of Port magazine
Russian streetwear market: what is happening
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?
Ziq&Yoni, Volchok, Rodina case studies
Glimpses of Russian fashion from Japan: prospects and challenges of entering the East Asian markets
Kazuma Mori, owner of Uggla online store and Uggla pop-up store of Russian fashion designers, Tokyo
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?
Elena Kamay, founder of Lambada Market
A development strategy for a jewellery brand that targets the Russian jewellery market
– 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
Marina Nikolayevna, co-founder of ITEMS, founder of HALF&HALF
Use cases favored by Instagram users
– Key user types – How to get to know your target audience and communicate with your customers
Kseniya Leri, founder of Trendsquire
The retailer case study
– Working with major retailers: marketplaces as an alternative to concession sales – The ins and outs of the marketplace hosted by the largest Russian online retailer – What are the terms and limitations of the marketplace collaboration. Is it worthy to be pursued by fashion designers?
The Lamoda marketplace: an introduction
Overview of retailing in Russia and emerging formats of making business with retail venues
– Small and medium-sized enterprises have nearly depleted their reserves over the course of the last two years. However, consumers are no longer able to save on clothing, which gives birth to "new demand". What are we to expect to happen in retailing in megacities? – Pop-up stores as a novel and affordable way to make it into the top-ranked malls of Russia
Aldynai Yumbuu, Head of Commercialization Russia and CIS, Retail Property Management, JLL
Export basics for small-sized enterprises
Dilyara Dolotkazina, Industry Manager CP&S, Hi-tech, Textile & Fashion, DHL
New ways of communication for fashion brands and the role of glossy titles in the age of social networking
Social networking has notably extended the range of tools fashion brands can use to to communicate their messages directly to the consumer. Case studies: what stories fashion brands tell their customer and how the messages are conveyed nowadays. The key directions of changes that mass media have been undergoing recently, new roles in the new age: case studies of glossy titles. Does all this have any implications for Russia?
Daniel Trabun, Media Director, Yandex
On conceptual retailing in Paris
– How much investment is needed to launch a concept store of international stature? – The reasoning behind starting as a store for emerging and conceptual designers and then switching to luxury heavyweights – What is the target audience of the store? Is the store concept Paris-specific? Does the French customer buy items by French brands? – The recent years have seen next to none new concept stores. Is the market that small to be considered oversaturated?
Guillaume Steinmetz, founder of The Broken Arm
Retailer case study
IKRA concept store, a stocklist of Russian fashion designers in Vladivostok – The store was opened a year ago and carries only Russian designer brands. The store concept, development strategy, target audience (the ratio of Russian customers to East Asian customers, and their use cases), and financial feasibility issues – An overview of retailing and fashion brands activities in Vladivostok: differentiating from mass market fashion, building loyalty, focusing on regional megacities
Elena Shlykova, founder of IKRA concept store, Vladivostok
The current state of the fashion modeling industry
– Are there any growth opportunities for fashion models and fashion modeling companies on the domestic market? – What are the direct consequences of the recession for the export-minded fashion modeling industry? – What model types are most coveted in Asia and Europe and what are the specifics of working for each of these markets?
Yana Sakura, chief booker, TANN Model Management
Agency case study
What is the established workflow of working with older fashion models in Europe and Russia? Can an innovative socially committed project grow into a commercially viable modeling agency of its own? Who is most likely to benefit from collaborations with Oldushka agency: case studies.
Igor Gavar, founder of Oldushka, a modeling agency for older people
New trends in visual imagery
– What are the changes brought about by 2017: reinvention of old subjects, introduction of new themes; models, interior design, and composition – Trendsetters: what photographers to watch closely and where to draw inspiration – Recommendations: key points to consider when making a fashion shoot, common mistakes made when assimilating the latest trends
Sasha Mademuaselle, photography director, inrussia.com; credited with shoots for Dazed, Nylon, and i-D
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.
Denis Erkhov, founder of ITEMS
Key legislative procedures for fashion enterprises
– Works made for hire, rights transfer, know-how and intellectual property protection – Tools for attracting investment: joint venture, borrowed capital, other types of financial burdens (shareholders' agreement, exercising exclusive rights to sell a branded product, etc.)
Yana Chirko, lawyer, IP/IT consulting, Dentons
How to apply state of the art technologies to improve the quality of apparel
GJO.E is one of very few Russian apparel brands that have succeeded in making clever use of high-tech materials. Igor will outline the company's history and share his knowledge of production processes that involve the use of innovative materials and novel technologies, and cover promotion and sales issues in Russia and abroad.
Igor Isaev, founder of Grunge John Orchestra. Explosion
Public talk. The recent changes in the workings of the international buying system
– The ways and places buyers hunt for brands and place orders – How to make it into the brand array of top-ranked European stores: case studies of the most successful brands selling through Le New Black – The Russian brands that European buyers find attractive
Vidya Narin, founder of Le New Black, Guillaume Steinmetz, founder of The Broken Arm, Nathalie Leonor, buyer, Galeries Lafayette
Russia's leading fashion education destinations will present series of workshops
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.
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.
When and where
Hlebozavod No. 9 | 1 Novodmitrovskaya st. | Moscow June 3-4, 2017| 11:00 - 21:00
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