Tekstillegprom and Leather-Footwear-Fur-Technology: results
part 1 part 2
In February of this year, the Federal Wholesale Fair of Textile and Light Industry Goods and Equipment «Tekstillegprom» and the 29th (52nd) International Wholesale Fair «Leather-Shoes-Fur-Technology» presented in a comprehensive exposition at VDNH with a total area of 27,000 sq. m more than 1,500 companies manufacturers and suppliers of equipment, raw materials and finished products from Russia and 27 foreign countries. 32,000 visitors got acquainted with the world fashion and design trends, the best product samples, the latest technologies and innovative materials presented in 10 thematic salons.
The key message of the Business Program of the 52nd Federal Fair "Tekstillegprom": the market has become different, and, as a result, the strategies and tactics of doing business have changed. Consumption has not disappeared anywhere, it has become more conscious, the buyer is waiting not just for new and high-quality products, but for those that meet his needs and through the most convenient channels for him. A red thread through sessions and event topics Communication platforms passed the idea of the need for domestic companies to respond promptly to changing trends and invest not only in product development, but also in marketing methods.
The open space Free Space of the Communication Platform has become a sought-after center for communication and interaction of fashion industry professionals. Within the framework of the Fair, about 30 events took place, each of which was attended by a large number of specialists, as well as the expositions of the salons of the exhibition itself. For those who could not come to the exhibition, the opportunity to view all the events through live broadcasts on the Instagram channel was provided.
For the third season, the Surface Design zone becomes one of the most visited exhibition spaces –a joint project of the exhibition company «RLP-Fair» and the Group of companies Solstudio Textile Group, where this time the exposition of textile designs «spring-summer 2020» was placed/strong>, presented a week earlier at the Premiere Vision exhibition in Paris. Everyone could see the most popular textile prints and get qualified advice on textile design and printing on fabric from Solstudio specialists. On the second day of the exhibition, the studio invited for consultations was Kunjut Textile & Design from St. Petersburg.
At the seminar "The company's commodity and credit policy as the main tool for motivating wholesale buyers" Natalia Chinenova, a leading consultant on the organization of wholesale sales Fashion Consulting Group, analyzed many aspects of the business: from the target audience to the system of motivation of wholesale buyers, she gave advice on how to help the company's wholesale customers in attracting end consumers and how to "rebuild" from competitors. During the second seminar –«Pricing of a retail store – how to attract customers to a retail store without falling into discounts » – Natalia answered the most exciting questions of retailers: how to sell goods at full price and during the sales season, how to get away from constant discounts and "giveaway games" with competitors, how to understand your target audience based on sales analytics, how to calculate what the buyer votes for in your particular store, why it is important be able to make a sales calendar plan and why forecasting is the basis of retail business. Each answer was accompanied by real cases from the practice of the Russian market.
Denis Fomin, co-founder of the multi-channel b2b fashion platform "Fashion magazin", at a seminar on new technologies for the development of wholesale sales in the fashion industry, speaking about the realities, told how to get out of the vicious circle, to take a favorable position and "shoot" in the conditions of global market transformation, gave advice on how to sell wholesale online and what is needed for a successful transition to the digital economy.
The first day of the Communications Platform with a full house was completed by the training "Attracting customers to your store without additional investments" by Alexey Yuzhaninov, business consultant and founder of the consulting company "Point of Growth". The speaker introduced the audience to numerous ways to attract customers without additional investments. Basically, these were actual cases of online promotion through various tools - social networks, chatbots, mailing lists and messengers. The exhibition has completed its work, but Alexey has been talking informally with the audience for a long time about how to get on the "path of the client" and reach him and many others.
The largest audience was gathered by an early morning seminar "How to attract traffic from social networks and a website to a retail store" by Nikita Florinsky, founder of the DAOB marketing agency. Despite the fact that the speaker's topic was announced in retail, Nikita, based on the analysis of over 20+ successful projects in fashion, presented the main steps of preparing an advertising campaign to attract traffic and customers from social networks not only for the B2C segment of retail stores and fashion designers, but also B2B wholesale manufacturers and distributors, and franchised fashion- networks. The speaker revealed the secrets of targeted advertising, which lies not so much in the ability and knowledge of the features of social networks, as in competent preparation: the development of a conversion landing page, the creation of an advertising map for retargeting traffic, thinking over mindmap maps, in a huge number of banner tests and offers.
Two events unique in format were held by Pfsolution: public talk "A day with a stylist" a way to increase sales in the store. Secrets of a successful organization", which was conducted by Ekaterina Eliseeva, CEO of Pfsolution, and Astanda Chegia, stylist and coach of retail staff, and a business game "Learning to hear the customer's need"; from Marina Agafonova, coach of Pfsolution.
Also at the exhibition «Tekstillegprom», the first presentations of commercial trends in women's fashion and an analyst of trends in textile design of the spring-summer 2020 season were held in Russia, their speakers were Marina Meshkova, trend analyst of the Clothing and Accessories Department of Faberlic and Evgenia Yarygina, designer of the textile design studio Solstudio Textile Design. It is worth noting that Solstudio Textile Design itself acts as a trend-setter, her drawings are presented at the trends stand and published in the official catalog Premiere Vision and they are referenced by the largest analytical agency WGSN in their reports.
To be continued.
Photos provided by the organizers.
