About the successes of JSC "MPSHO Smena" on the pages of the magazine "Fashion magazin" has been told more than once. The renewal of production facilities, rebranding, expansion of the assortment - all this has brought the company with more than 80 years of history to a new level, which allows not only to maintain a leading position in the production of children's clothing and confidently win competitions, but also to successfully develop in line with the chosen strategy.

It has become a tradition for the company to annually release 4 collections: seasonal –autumn-winter, spring-summer, and themed – for special occasions and for school. The new collection for special occasions is divided into two lines. Collection «Prestige» these are delicate pastel shades with a predominance of milk and gold colors, as well as models made of noble tweed and satin of a deep blue shade. The models are made of jacquard with lurex thread, twill, corrugated knitwear and decorated with light mesh and sequins. In the collection «Modern» you can see a rich black color, metallic jacquard fabrics with abstract ornaments, tutu skirts made of rigid mesh and faux fur trim. From season to season, the elegant clothes of the brand "Change" are becoming more refined and elegant, fully meeting the needs of modern parents and children.

Tatiana Lipina, Director of Development of the company JSC "MPSHO Smena", tells the correspondent of the magazine about the plans and prospects of the company.

Tatiana, tell us about the company's plans. Will there be any changes in the product range or sales strategy?

– Our company has been able to increase turnover by 20% this year. This was largely due to the increased loyalty of our regular customers – retail chains. Such a friendly attitude of customers towards our collections required a lot of work from us on style, fabrics, the general concept of the brand and new assortment categories. We try to keep up with the times: if a few years ago our brand was perceived as quite conservative, now we create collections based on trend forecasts. Our experience with children's clothing is expressed in demanding materials, high-quality tailoring and strict compliance with product certification standards. In design, we follow the latest trends, not forgetting about the comfort of our customers. The growing variety of products in seasonal and New Year collections is the second reason for good results. Therefore, we plan to continue modifying the assortment.

– Can you explain your successes?

"First of all, such positive results are due to the fact that there is now a demand for domestic products from ordinary buyers on the market. This interest is actively supported by the media, for which we are grateful to them. Under the requests of buyers, buyers of networks build their purchase plans and budgets. They need collections that are produced in Russia, but at the same time are able to compete in prices with Asian production, and in design with European brands. Not many Russian companies can offer such a combination. We can.

I also want to mention an important feature for our brand: we try not to repeat models in collections for different retail chains. That is, for each network, a kind of exclusive collection of the brand is created "Change". This also applies to our mono-brand stores. Therefore, if you did not like the line of models from one retailer, then your preferences may well coincide with the vision of buyers of another network. We consider our customer as a person with individual preferences. This is one of the principles of the company.

We also see interesting changes in the sales structure: sales via the Internet are growing very actively. We are successfully cooperating with Wildberries, Lamoda, Ozon, Mamsy and others, and we are planning to launch our own online store in winter with a unique offer for seasonal collections. We are preparing a lot of pleasant surprises for customers for this event, but for now I will not reveal all the secrets.

We have been present on the market for a long time. Many mothers who went to school in our factory dresses themselves now bring their children to us. We appreciate their trust, and they are sincerely glad that they can find not only school uniforms in our assortment. 

All changes have more predictable consequences and a good chance of success if they occur in isolation from the basic principles of the company. We value the heritage of the company, we do not forget the already successful designs and give them a new life, we do not disappoint customers who trusted the brand all their school years "Change", we appreciate the employees who have been working in the company since graduation from educational institutions. Such an attitude is now rare.

– What tasks does «Change» set for itself in the upcoming financial year?

The achievements of the next year are already being laid now, as the development of collections is quite a long process. Already in the first half of autumn, buyers of the largest retailers will come to our showroom to order a collection of school uniforms 2018. We have done a lot of work in order not to disappoint them. Our specialists have visited many international exhibitions and enterprises on fabrics and accessories to pick up fabrics and accessories of decent quality and coordinate at the best prices. In addition, we are constantly developing new models. In the school collection alone, our designers have prepared more than 300 new models for this season.

There are more than 50 dresses in the collection for special occasions, made in accordance with the latest trends. In the next one we will offer 50% more. The new collection, summer 2018, has doubled in the number of models compared to the previous one.
It is at this rate that we expect to grow in the future, as long as the market is friendly to the domestic product. Next year we plan to launch production facilities for almost 500 people, which is also a great incentive to work on sales and assortment.
We are looking forward and are committed to development and new successes.

Svetlana Soboleva talked
Photo: JSC «MPSHO Smena»