From the "World of women" to the "Fashion Industry"

The practice of Russian business development shows the special importance of projects that over the years not only confirm their importance for the industry, but also, like expensive wine, increasingly reveal their delicate and refined taste. This is how the main exhibition of the same name with the industry "Fashion Industry" is developing for the North-Western region of our country, which we will talk about with Tatiana Nesterova, its head, chairman of the Board of Directors of LLC "Farexpo" and an academician of the National Academy Fashion Industry.

Tatiana Yurievna, tell us how it all started: how was the idea of creating this exhibition born, how did its name appear?

– The exhibition «Fashion Industry» appeared in 1993, then it was called «The World of Women » and was held twice a year. The event was designed for the end user and organized so that St. Petersburg residents could purchase all the necessary goods on one site to create unique bright images. The influence of the European fashion industry and the strengthening of the exhibition's position in the Russian fashion business market became the reason for renaming this event into Fashion Week (Spring and Autumn, respectively).
In 1997, it was realized that the concept of the event needed to be revised. As a result, its name changed again. This is how the Fashion Industry appeared – professional industry exhibition in b2b format, covering all stages of fashion business development.

– Which of the 50 seasons has become the most memorable for you?

Defining the project development strategy in the new concept, we understood that the exhibition needed a strong foundation. It was possible to create a successful business platform only by enlisting the support of the largest manufacturers who were at that time members of the St. Petersburg Association of Light Industry Enterprises "Baltic Style": FOSP, "May Day Dawn", "Bolshevikka", "Salute", «Wave», «Ladoga» and others. These companies determined the policy of the industry not only in St. Petersburg, but also in Russia. Negotiations were not easy, but we managed to find the right arguments and convince manufacturers of the need to organize a professional industry exhibition in the Northern capital. As a result, factory managers became interested in this new opportunity to present their products, helped to outline topical issues, determine the further path of development. In just a couple of seasons, the number of exhibitors has increased by 40%.
In 1998, when the default broke out, one of the most severe economic crises in the history of our country, enterprises had no time for exhibitions, they were thinking about survival. We have lost the "fulcrum" of our reliable allies and partners. And at that moment it was necessary to work out a joint decision concerning the fate of the exhibition. It is very important that at this moment the firms believed us. Through compromises, mutual concessions, we found a way out of the current situation, which allowed us to preserve the exhibition and look into the future with optimism. Probably, this season became a kind of starting point when we believed in ourselves and in the success of our business. And we were not mistaken.

– How has the exhibition changed from season to season?

The status of a professional event prompted us to conduct a business program within the framework of the exhibition, which promotes the unification of industry specialists to analyze current problems of the fashion industry, exchange practical experience in the development of fashion business in Russia, promotion of domestic and foreign light industry products on the domestic market. Over the past years, the leading place among industry projects has been taken by the Economic Forum of the Fashion Industry. A number of buyer programs were implemented, an integral part of which are fashion shows from participating companies. Within the framework of the exhibition, training seminars were organized, for which we attract international experts every time. During this time, we have enlisted the support of the heads of federal and regional authorities, professional communities: the Ministry of Industry and Trade of the Russian Federation, the Administration of St. Petersburg, the Russian Union of Clothing Manufacturers, industry Associations, Chambers of Commerce and Industry.

– How do you rate similar events in Russia and abroad?

Unfortunately, we have to admit that the culture of the exhibition business in Russia still lags behind its Western counterparts. However, Russian exhibitions learn from the examples of their European colleagues, and quite quickly. With the mutual integration of economy and culture, as well as close international communication, the level of Russian event business will increase. And here we must pay tribute to the regional authorities interested in the development of Russian industry, who, despite the problems in the domestic economy, invest their efforts and resources in promoting our goods and manufacturers. Thanks to this integration, exhibition projects become part of global business processes and bring more practical benefits.

– What can we expect in the anniversary season?

– A significant event took place this year. The authorities of St. Petersburg have taken a step towards the revival of the former glory of the St. Petersburg (Leningrad) light industry by developing a regional projectSt. Petersburg is the center of the fashion and light industry.. A number of aspects of this program have been discussed at sites for many yearsEconomic Forum of the Fashion Industry.
We are especially pleased that in the fall of 2017, the Committee for the Development of Entrepreneurship and the Consumer Market of St. Petersburg, which was the initiator of the creation of the regional program, will be the organizer of Economic Forum of the Fashion Industry. Heads of government bodies and professional communities, leading manufacturing and trade-purchasing enterprises, industry experts, specialists of specialized educational institutions, journalists will be involved in the Forum. So we are waiting for great opportunities for development in the North-Western region.

– Let's fast forward to the future for a moment – imagine that another 25 years have passed and the exhibition is being held for the hundredth time. What will it look like?

– I am sure that the regional program «St. Petersburg – the center of the fashion and light industry » will develop successfully all these years. And after 25 years, St. Petersburg will once again take a leading position in the world of Russian fashion. The anniversary exhibition "Fashion Industry" will be attended by absolutely all manufacturers of the fashion industry of the North-West of Russia. But, in addition, it will be possible to see collections of the world's most famous brands. And to conclude long-term contracts, the largest market players – representatives of retail chains from Russia and many foreign countries will gather in the Northern capital.
There is an opinion: in order for the plan to be fulfilled, it is necessary to imagine it very well. I clearly see that this is how it will be.

Photo: "Fareskpo"