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15.03.2019 | Наталья Кулагина

New hero ELIS

One of the leading players among Russian manufacturers of women's clothing ELIS FASHION RUS in 2019 for the first time introduces a men's collection into the range of .


Alexander Bobylev, Director of the wholesale and franchising direction of ELIS FASHION RUS, tells about the development of the new product.


One of the main events of the past year was the launch of the men's collection under the brand 20th LINE. The starting point for its development was the idea that it was time to bring a man to the stage, the inspirer and constant companion of our customers, who remained in their shadow, and give him the main role. Why now? The century-old history of running a manufacturing business and more than 25 years of work in the retail network of women's clothing allowed us to accumulate serious experience. Our specialists have conducted a number of studies that have identified the needs of the market. We also studied the client and developed the concept of a new brand. Thanks to the analytical data obtained, we are now launching a men's line, being confident in its demand from the target audience, as well as having all the necessary production resources.



Tell us more about the male line. What values does the brand carry? What audience is it designed for, and what range will it represent?


Our main goal is to convey to the male half the same truths that we managed to instill in the fans of the brands ELIS and LALIS: stylish and high-quality clothes in which you can feel confident and comfortable in any situation, not a groundless fantasy, and reality. Collection 20th LINE these are trendy fabrics, accessories of excellent quality and the perfection of each stitch. It presents models on which there is no imprint of the moment – each of them can be worn for more than one season.



The line consists of the main items of the men's assortment in the format total look: coats, jackets and bombers, jeans and trousers, jackets and cardigans, turtlenecks and jumpers, as well as shirts, T-shirts and polos created for men aged 30 to 45 years. The collection is perfect for both men who prefer classic business clothes, and those who choose casual style. The size range varies from 48 to 56 sizes, and the average retail price of products ranges from 3,500 to 5,000 rubles.


The collection will go on sale from autumn 2019, and already now we are receiving the first orders from partners. At the same time, we are starting to work out the concept of a full-fledged men's store 20th LINE both for its own retail network and for franchising.