Recap of Day Three: Highlights from the BRICS+ Fashion Summit
Representatives from over 100 countries are participating in the Summit.
06.10.2024
Photo: https://disk.yandex.ru/d/_Ta6N1rYGhXfKg
Plenary session - Cultural appropriation as a method. Usage patterns and reception questions
Grand Hall
The plenary session kicked off with an essential discussion on a pressing global issue: distinguishing between being inspired by a national culture and engaging in cultural appropriation. The speakers highlighted the importance of understanding and respecting indigenous cultures when borrowing visual symbols. They emphasized that elements of national costumes, art objects, and various cultural artifacts are imbued with deep symbolism and meanings. Therefore, replicating these elements without a proper understanding of their significance is deemed unacceptable.
When drawing inspiration from traditions, designers must thoroughly research the styles, colors, and patterns they intend to use, as well as their cultural implications. Furthermore, the session addressed the troubling issue of unique products created by indigenous peoples being appropriated by Western brands, often resold at significantly higher prices.
Tsepang David Teba, Coordinator and Head of Strategic Partnerships at Lesotho Fashion Week, noted, "What differentiates appropriation from respect is intent. Appropriation involves taking elements from another culture for personal gain without understanding, while respect entails striving to comprehend and connect with that culture."
Soma Njie, Director of Fashion Weekend Gambia, added, “Cultural appropriation can have detrimental effects on local communities. Fashion should foster sustainable cultural exchange. Some brands successfully collaborate with local cultures, forming equal partnerships with artisans and creating powerful narratives.”
Zainab Saidulaeva, Chief Designer and CEO of Measure, emphasized the importance of awareness among both big and local brands. She stated, “It's crucial for us to be engaged with our cultural narratives; otherwise, we risk misrepresenting our own heritage, which can lead to misunderstandings. In the modern world, where distortions abound, distinguishing between the original and the imitation is vital. Coming from Dagestan, an interethnic region home to over 30 nationalities, I recognize that every embroidery and ornament carries a sacred meaning. By working with this heritage, I strive to immerse myself in the culture to avoid inappropriate use.”
The session featured a diverse group of participants, includingZainab Saidulaeva, Chief Designer and CEO of Measure; Yanina Goncharova, Founder of Belarus Fashion Week and Artistic Director of the Belarus Fashion Council, Shirene Rifai, Founder and CEO of Jordan Fashion Week; Tsepang David Teba, Coordinator and Head of Strategic Partnerships at Lesotho Fashion Week; Mahdi Galenovi, Chairman of the Board and CEO of the Iranian Public Diplomacy Foundation; Temesia Tuicaumia, Director of Fiji Fashion Week; Mpho Mogotsi, Managing Director of BRICS Africa Fashion Week; Soma Njie, Director of Fashion Weekend Gambia; Brian Ahumuza, Founder of Abryanz Style & Fashion Awards Africa.
The session was expertly moderated by Smita Roy, Senior Associate Editor of The Telegraph.
Photo: https://disk.yandex.ru/d/oOT4aKEG9RrtIA
Smooth landing. Building relationships with Russian buyers
Grand Hall
During this session, experts explored various strategies for achieving a smooth landing in the Russian market—essentially, a gradual yet effective approach to market entry. They emphasized the importance of considering the regional, climatic, and cultural characteristics of consumers.
Maria Terpstra, Co-founder of TWO EAGLES, highlighted the necessity of conducting thorough research before entering the market. "You don't necessarily have to gather focus groups," she explained. "Simply exploring social media can provide insights into popular trends, help you familiarize yourself with potential competitors, and allow you to analyze their successful product presentations. For example, in Russia, we have a deep respect for manual labor; this is a value that resonates well with consumers. The tradition of hand weaving is still alive, which helped us quickly find our buyers. It’s also beneficial to take a broader look at Russian culture to identify your own points of connection. While Russian consumers tend to be conservative and prefer classic or casual styles in calm colors, they also appreciate bright accents—reflecting the richness of Russian folklore. We incorporated such accents into our collections, hoping to evoke familiar associations."
Maxim Ganisevski, Founder and CEO of the ZNWR brand, shared his insights on connecting with the consumer. “Choose your target segment—in our case, the creative intelligentsia—and analyze their needs. Establishing strong relationships with retailers and designers is important, but I believe the focus should be on building a connection with the client. When entering any market, it’s essential to have a clear image of the person you are designing for. Our clothing is not just impersonal garments; each product has a specific character that embodies the identity the wearer seeks. A brand is not merely a tangible entity; it's an association in the minds of consumers. It occupies a particular place in their thoughts. It’s not just about delivering a quality product; it’s about expressing your identity through a defined product and visual identity. Consumers must understand what your brand represents, and only then can you effectively respond to their needs."
The discussion featured notable participants, including Maria Terpstra, Co-founder of TWO EAGLES; Oleg Klimov, President of the National Council of Shopping Centers Association; Maxim Ganisevski, Founder and CEO of the ZNWR brand; Mubashar Naseer Butt, Chairman of the Pakistan Readymade Garments Manufacturers and Exporters Association; Ali Charisma, Events Director and Designer of the Indonesian Fashion Chamber.
The session was expertly moderated by Andrei Shket, Director of Endowment at Skoltech.
Photo: https://disk.yandex.ru/d/AQNRQTfhLHX7lg
Style icons. How influencer marketing works
Grand Hall
Did you know that the first influencers were actually gladiators in Ancient Rome? This intriguing fact sparked the discussion titled “Style Icons: How Influencer Marketing Works.” Experts in the field confirmed that influencers have become significant players in the fashion industry, a reality that cannot be overlooked. With trends in influencer marketing evolving rapidly, both bloggers and advertisers must stay attuned to the latest developments. How can they achieve this? Is it necessary to maintain a presence on every popular platform? What types of influencers exist? Which advertising integrations are the most effective? And should brand creators also become influencers themselves? The speakers also differentiated between the concepts of “advertising with a blogger” and “influencer marketing,” emphasizing the importance of long-term partnerships.
Ekaterina Kim, a fashion influencer, praised the sophistication of the Russian media market: “Recently, I traveled to Italy at the request of a beauty brand, and when my team and I proposed various product integration ideas, the Italians were surprised – these concepts were innovative for them. In contrast, the players in the Russian market are more advanced. Here, more complex integration strategies are needed. Firstly, it’s crucial to prepare the ground: to choose an influencer, you must understand your brand's cultural code and how it aligns with that of the influencer. This requires a comprehensive understanding of your target audience and whether it coincides with that of the blogger.”
Vladislav Kuldoshin, brand director and founder of the marketing agency SAVOIR.F, shared his insights on the evolving landscape of fashion marketing: “In the premium and luxury segments, we’re seeing a shift towards micro- and nano-influencers. Content creation is transitioning from lifestyle and travel themes to focusing on conveying deeper meanings. It’s essential for bloggers to have a distinct personality—this is why their audience is drawn to them. In Russia, the market is much more developed than in Europe; there are numerous brands, and we constantly brainstorm ways to capture the attention of consumers.”
The session featured key participants including Alina Farkhutdinova, Founder of the Blogger Agency; Bediz Yildirim, Founder of Bediz Co. and Lecturer at Istanbul Fashion Academy; Ekaterina Kim, Fashion Influencer; Vladislav Kuldoshin, Brand Director and Founder of SAVOIR.F; Elena Smirnova, Head of Marketing Department at BLCV.
The discussion was moderated by Malika Madaeva, Partner at the No Name Communications Bureau.
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Artifact of history. Crafting processes in the fashion world
Grand Hall
Fernando Yax, Associate Director of Guatemala Fashion Week, kicked off the session by highlighting the growing trend of craft production in the Guatemalan fashion industry. “Craft production was not very popular here 15-20 years ago; it’s a new movement. The new generation of designers aims to make their voice heard in the modern fashion landscape. Major brands have explored many avenues and now look to new countries to enrich themselves culturally and draw inspiration from local heritage. If big brands recognize our heritage, why shouldn’t our own designers do the same? Guatemala Fashion Week serves as a platform that creates opportunities and programs for artisans, enabling them to transition into designers. By bridging the worlds of crafts and fashion, we enrich the fashion industry.”
Hassanali Mustafa, Chairman of the Fashion Association of Tanzania and Swahili Fashion Week, shared insights on preserving culture: “Swahili Fashion Week began 17 years ago as a platform for Swahili-speaking nations like Tanzania, Kenya, Northern Mozambique, and Congo. With more than 120 tribes in Tanzania, who better to preserve our culture than ourselves? We work with traditional fabrics, such as kanga, a scarf that has become a national costume element. These scarves not only allow for personal interaction but also convey messages—gestures of gratitude or care encoded in their patterns. They are not merely fabrics; they serve as a means of communication.”
Emmanuel Muchindu Miyoba, Director of Lusaka Fashion Weekend, discussed collaboration between designers and artisans: “We invite various designers to partner with local artisans, creating unique items incorporating traditional materials. Our fashion weeks feature representatives from artisan communities worldwide, and we conduct workshops to facilitate knowledge exchange between artisans and designers. This collaboration enriches both parties.”
The session featured an esteemed lineup of participants, including Jay Ishak, President of the Malaysian Official Designers' Association (MODA), Hassanali Mustafa, Chairman of the Fashion Association of Tanzania and Swahili Fashion Week; Reynier Abello, Executive Producer and Creative Director of SPECTRUM KH, ARMADA BY ABELLO; Fernando Yax, Associate Director of Guatemala Fashion Week; Svetlana Bogova Jovanovska, Director of Fashion Weekend Skopje; Mariam Bocoum, Founder of Mariah Bocoum Couture; Emmanuel Muchindu Miyoba, Director of Lusaka Fashion Weekend; Nurzat Zheenbek kyzy, President of the Crafts Council of Kyrgyzstan.
The session was moderated by Olga Sysoeva, Associate Professor at Kosygin Russian State University.
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Not a luxury but a necessity. Insider’s perspective on the luxury industry
Grand Hall
The final session of the BRICS+ Fashion Summit focused on the evolving landscape of the luxury industry. Speakers explored innovations in luxury retail, discussing how the sector is adapting to emerging market demands like sustainability and digitalization. They examined the role of Fashion Weeks in this transformation, strategies for maintaining exclusivity amid the surge in online sales, and the challenges designers face in producing luxury clothing.
Alexandra Serova, founder of the Alexandra Serova brand, shared her insights: “As my brand specializes in couture, where nearly everything is crafted by hand, we are struggling with a shortage of skilled artisans. While there are many talented designers eager to enter the field, we lack individuals who possess the necessary skills for production. This has led to fierce competition for talent, with average salaries nearly tripling in the past two years. The industry simply wasn’t prepared for this shift in terms of education. I believe that if an institution were established to train skilled tailors, designers, and technologists, I would be there, eager to recruit these specialists.”
Rene Barrera, Director of FashionLifeLA, emphasized the artisanal nature of luxury: “The luxury sector cannot be industrialized; it is inherently artisanal. It is the craftsmanship that elevates luxury items to a higher level. Luxury is far more than a brand name; it encompasses the entire story behind the creation of a product.”
Marie Claire Fontaine, Director of Panama Fashion Week, noted a shift in luxury branding: “For luxury brands, I’m observing a transition away from extravagance towards practicality. This change is likely driven by the fast pace of life in modern urban settings.”
The session featured prominent attendees, including Alexandra Serova, Founder of the Alexandra Serova Brand; Svetlana Shatunova, Founder and Designer of the SHATU 1997 Brand; Ksenia Podvalnaya, Head of the Biser Studio; Sergio Puig, Director of Mediterranea Fashion Week; Rene Barrera, Director of FashionLifeLA; Marie Claire Fontaine, Director of Panama Fashion Week.
The discussion was moderated by Sergey Krasnov, a presenter from RBC TV.
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Marketplaces and fashion brands. Conflict of interest or shared values?
Chamber Hall
Vadim Kolpastikov, Executive Director of the Small and Microbusiness Division at Sber, started the session by addressing changes in online shopping habits: “In online retail, the average spending per transaction has significantly decreased. Three years ago, the average spend was over 5,000 rubles, while now it’s around 1,300 rubles. This shift aligns well with traffic patterns; marketplaces have become venues where consumers go to buy everyday items and make frequent purchases.”
Alexei Mirzayants, Head of Analytics and Business Development at Ozon, announced: “At Ozon, we’ve declared 2024 the year of fashion. Over the last year, we’ve attracted 30 million customers in this category, which is already quite substantial, and we aim to grow this audience further, as the potential is enormous. We’ve taken into consideration the feedback from our sellers that Ozon is initially a multi-category platform. Therefore, we launched a dedicated fashion space within the marketplace, featuring appealing photos and a clear separation from other product categories. Brands can establish their own branded zones here, enabling searchable access directly to the brand page rather than a catalog of mixed results. Our monthly audience reaches 74 million customers, with 51 million making purchases. Reaching such a vast audience would be impossible without marketplaces.”
The session included notable participants: Tingting Liu, CEO of the Beijing trading company White Noise; Vadim Kolpastikov, Executive Director of the Small and Microbusiness Division at Sber; Alexei Mirzayants, Head of Analytics and Business Development at Ozon.
The discussion was moderated by Daniya Tkacheva, Founder of the Dynasty agency, which focuses on sales growth and development strategies for fashion brands.
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Neural network and customer experience. How to use AI in retail
Chamber Hall
Ruslan Akhtyamov, founder of Napoleon IT, highlighted the transformative impact of large language models like ChatGPT on various industries, including fashion. He identified three key trends that will significantly influence the fashion industry.
First is the expansion of the context window, which refers to the growing ability of language models to process and store larger amounts of data. This advancement will enable models to deliver more personalized experiences by taking into account individual preferences and purchase history, ultimately leading to more accurate recommendations and tailored offers.
Second is the evolution of GPT agents. These agents will be customized to meet the unique needs of users, analyzing their visual preferences and purchase histories. They will be capable of reviewing users' wardrobes, providing style recommendations, and even suggesting new outfits based on personal data.
Lastly, the development of Voice Commerce marks a significant shift from traditional online shopping interfaces to interactive and personalized voice interfaces. These voice assistants will remember user preferences and make suggestions, streamlining the shopping experience and enhancing interactions with brands.
In the long run, AI is poised to become a vital tool for analyzing and managing users’ wardrobes, as well as assisting with appearance planning for special calendar events. The growing presence of AI in the fashion industry will lead to substantial changes in the coming years. Already, artificial intelligence is being employed to automate and optimize various processes, and this influence is expected to increase. By delegating tasks to AI today and in the future, brands can free up time and resources for more creative and strategic initiatives.
The session featured Ruslan Akhtyamov, Founder of Napoleon IT; Pablo Yusta, CEO of AI Consortivm; Canh Nuyen, Head of the Fashion Sector at VDAS (Vietnam Design Association).
The discussion was moderated by Fedor Virin, Partner at Data Insight.
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Workshop by the stylist school
Chamber Hall
Style serves as a powerful medium for individuals to express their essence, values, and preferences. It can embody self-expression and highlight uniqueness and individuality. This is why teaching fashion and style is crucial—it empowers students to not only understand current trends but also to integrate them into their personal aesthetics, thereby creating a harmonious and authentic image.
The formation of one’s style is influenced by a multitude of factors, including personal experiences, cultural and familial traditions, environments, as well as individual interests and tastes. Our preferences and perceptions begin to take shape from an early age, with visual impressions received throughout life playing a pivotal role in crafting our style.
Toward the conclusion of the session, Tatyana Nikeitseva, founder of the educational project Personal Styling, shared her thoughts on the profession of a stylist: "Being a stylist is like any other profession; it comes with its own set of pros and cons. There are everyday challenges, as well as tough moments. But if you genuinely love what you do, success is always within reach."
The session featured Tatyana Nikeitseva, Founder of Personal Styling; Lada Arzumanova, Stylist and Lecturer at the British Higher School of Art and Design.
The discussion was moderated by Marina Barykina, Lecturer at the British Higher School of Art and Design.
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Fashion Stream. Promotion from the new generation
Chamber Hall
In this session, participants explored innovative promotion formats, popular platforms for fashion content, and how brands can adapt to these emerging trends among the digital generation—the new wave of consumers actively engaging with streaming platforms and live broadcasts.
Maria Morgun, Club Program Director of the Moskvichka magazine, opened the discussion by stating, "I think everyone can agree that the topic of 'Fashion Stream. Promotion from the new generation' is incredibly relevant. Generation Z, along with the youngest bloggers and influencers, is actively reshaping the fashion industry. Social media is transforming not just fashion, but our lives as well."
Darina Alekseeva, Editor-in-Chief of Moskvichka magazine, emphasized the importance of engaging with the right audience: "Currently, Telegram is the most effective platform for brand development. To create a significant impact, brands need to cultivate a loyal following that resonates with their message. It's essential to foster long-term relationships with your audience and keep them engaged with updates from offline events across various media channels. Don't overlook print media – our magazine is also an independent brand that exists on social media, YouTube, and through offline events, and we will soon launch an innovative digital version. Print and digital platforms serve different purposes, much like theater and cinema. Print remains vital because it offers something beautiful that lasts for generations."
Evgenia Plotnikova, media producer and founder of the NFT CONF ed-community, remarked, "Technology has fundamentally changed our thinking. If you open the intercom with your thumb, you belong to the Zoomer generation, regardless of your actual age. Zoomers consume content at double speed and expect to process information even faster."
Kelly Cutrone, Founder of the PR agency People's Revolution, highlighted the unique opportunities in Russia: "There are incredible prospects here. Before the global upheaval caused by COVID-19, people predominantly purchased established brands like Valentino and Dior. Now, the landscape has shifted dramatically. You can develop your own brand and explore amazing opportunities that are opening up."
The session featured Kelly Cutron, Founder of People's Revolution PR Agency; Maria Tarasova, Journalist at KAKDELA; Takhir Ibragimov, Director of Tajikistan Fashion Week; Darina Alekseeva, Editor-in-Chief of Moskvichka Magazine; Evgenia Plotnikova, Media Producer and Founder of NFT CONF ed-community.
The discussion was moderated by Maria Morgun, Club Program Director of Moskvichka magazine.
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From hobby to hype. How self-taught designers challenge masters
Open Hall
Angelina Kushtina, Editor-in-Chief of the digital platforms GRAZIA and Independent Media, addressed the challenges many creative individuals face: “For creative people, self-promotion can be a daunting task. It’s essential for them to study business and marketing to effectively present themselves to investors who may want to support their brand.”
Antonio Maurizio Grioli, Dean of Pearl Academy in India, added, “A solid education is crucial as it equips students to engage with the design process effectively. At one of the largest design schools in India, we teach our students about global trends and maintain a strong connection with the fashion industry. By the end of their two to three years with us, our students gain real-world practice.”
The participants concluded that while education alone doesn't guarantee success, it can provide valuable opportunities if structured correctly. The time students spend in training is a vital resource, allowing them to develop their ideas without the pressures of the market or financial obligations. This period offers them a chance to deeply understand the processes involved in creating and managing a brand, experiences that can become significantly more challenging when they enter the business world and encounter operational hurdles.
Conversely, successful designers can emerge as self-taught individuals, creating pathways for talented people who may not fit traditional educational models. However, marketing and self-promotion are critical components in this process. Without a strategic approach to promotion, even the most gifted designers risk going unnoticed.
The session featured Natalya Maetnaya, Founder of White Crow, Karina Demidenko, Director of Carec.o; Julia Dalakian, Designer of the Julia Dalakian Fashion House; Angelina Kushtina, Editor-in-Chief of GRAZIA and Independent Media; Ksenia Knyazeva, Director & Designer at Ksenia Knyazeva; Antonio Maurizio Grioli, Dean of Pearl Academy India.
The discussion was moderated by Olga Sysoeva, Associate Professor at Kosygin Russian State University.
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Fashion from afar. Cross-cultural exchanges through international events
Open Hall
Pietro Polit, Director of Quito Fashion Week and D.I.S Management, emphasized the crucial role of international curation in the successful execution of global fashion events. He noted, "The right location is essential for these shows— it must be safe, convenient, and logistically accessible for everyone. Sponsorship is also vital; without it, we cannot promote events of this magnitude on our own.
Additionally, it’s important to spread awareness about these events through media and social networks. For us in Latin America, participating in today’s event in Moscow holds significant importance."
Sayat Dossybayev, Founder and General Producer of Kazakhstan Fashion Week, spoke about cultural exchange among designers. "Cultural exchange is quite simple; we are ambassadors of our own cultures. We bring our cultural codes into the societies we enter. Today, I’m wearing a mix of Kazakhstani and European designs, showcasing the blending of influences. We also share our museums and open archives to educate colleagues from other countries about our culture. Recently, colleagues from the Far East were inspired by Kazakh yurts and asked to incorporate these motifs into their own fashion. Of course, we encourage this! By exchanging ethnic identities, we can maintain friendly ties among nations and deepen our understanding of one another, regardless of our inherent differences."
Adrian J. Mizzi, Executive Producer of Malta Fashion Week & Awards and President of the Malta Fashion Association, highlighted the significance of events like the Summit. "Thanks to the Summit, designers will showcase to the world the beauty of Russia, the warmth of its people, and the splendor of Moscow! This development boosts tourism—particularly fashion tourism—trade, and the economy. Manufacturers will be drawn here, which will impact global trends."
The panel featured Alena Chipura, Founder and Designer of BÜRO UNIQUE, Elen Manukyan, Co-Founder and Head of the Fashion and Garment Chamber of Armenia, Pietro Polit, Director of Quito Fashion Week, D.I.S Management; Philma Kelegai, Founder and Managing Director of Papua New Guinea Fashion Week; Alvaro Mukoroli, Director of MTC Windhoek Fashion Week; Sayat Dossybayev, Founder and General Producer of Kazakhstan Fashion Week; Olga Kossinski, Designer at KOSS; Senan Kamel, Founder and CEO of Baghdad Fashion Week; Adrian J. Mizzi, Executive Producer of Malta Fashion Week & Awards, President of the Malta Fashion Association.
The discussion was moderated by Yanina Hancharova, Founder of Belarus Fashion Week and Artistic Director of the Belarus Fashion Chamber.
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TED Talk Series: Researching the Target Audience of a Fashion Brand
Open Hall
This session focused on practical techniques for understanding the target audience of fashion brands. The first technique discussed was data research and analysis. Participants were encouraged to leverage data on purchases, online behaviors, and socio-demographic information to create accurate audience profiles. Audience segmentation was highlighted as crucial. It’s important to divide the audience into smaller segments based on their specific needs, behaviors, and demographic characteristics.
Next came hypothesis testing. Regularly testing different hypotheses about what might interest the target audience enables brands to adapt their business strategies more effectively. Additionally, personalized communication is key; brands should strive to create tailored marketing campaigns that resonate with each segment of their audience.
During the audience acquisition phase, determining which channels and messages are most effective for each segment is essential. Expanding the acquisition funnel begins with a clear understanding of who the audience is and what motivates them. This targeted approach allows for better resource allocation and a higher return on investment. Modern consumers crave a personalized experience; by utilizing consumer data, brands can craft more relevant offers and communications, leading to improved engagement and conversion rates.
In conclusion, Daniya Tkacheva stated, “The key to a successful marketing strategy is a profound understanding of your target audience. Adapting all aspects of interaction for maximum relevance and effectiveness will help the brand remain competitive in a saturated market.”
Speaker: Daniya Tkacheva, Business Consultant for Sales Growth and Development Strategy for Fashion Brands “Dynasty”.
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Designing Emotions – Why We Choose Brands
Open Hall
Olga Bukhtiyarova, Art Director of SberMarketing, spoke about the importance of fostering emotional connections. "With 200,000 employees at Sber who aspire to be part of something greater, our main task is to strengthen the bond between individuals and their workplace. We aim to develop high-quality, tactile products that create emotional attachment. For instance, we are exploring cashmere merchandise, establishing an environment where each employee can feel comfortable – even within a formal dress code. We want our team to look presentable at business meetings while feeling at ease during social gatherings after work. The backing of Sber is certainly a significant advantage for us."
Sergei Krymlov, Founder of PART0FYOU, emphasized the balance between creativity and business. "It’s important to clearly identify the target audience and age group. One must find a balance between business needs and creativity. You don't always have to chase viral trends, but you do need to consider practicality. Your clothing should seamlessly fit into your everyday wardrobe."
The discussion featured Bediz Yildirim, Founder and Teacher at Bediz Co. & Istanbul Fashion Academy; Sergei Krymlov, Founder of PART0FYOU; Anastasia Tarasova, Founder of the MAMA AZIA Brand; Olga Bukhtiyarova, Art Director of SberMarketing; Oscar Ruiz-Schmidt, Creative Director of Obra Gris; Victoria Romashova, Head of Fashion Department at the British Higher School of Art and Design, Curator of the Brand Promotion Strategy Program.
Moderator: Viktor Burmistrov, Founding Partner at Be.On Consulting.
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Plenary session - Cultural appropriation as a method. Usage patterns and reception questions
Grand Hall
The plenary session kicked off with an essential discussion on a pressing global issue: distinguishing between being inspired by a national culture and engaging in cultural appropriation. The speakers highlighted the importance of understanding and respecting indigenous cultures when borrowing visual symbols. They emphasized that elements of national costumes, art objects, and various cultural artifacts are imbued with deep symbolism and meanings. Therefore, replicating these elements without a proper understanding of their significance is deemed unacceptable.
When drawing inspiration from traditions, designers must thoroughly research the styles, colors, and patterns they intend to use, as well as their cultural implications. Furthermore, the session addressed the troubling issue of unique products created by indigenous peoples being appropriated by Western brands, often resold at significantly higher prices.
Tsepang David Teba, Coordinator and Head of Strategic Partnerships at Lesotho Fashion Week, noted, "What differentiates appropriation from respect is intent. Appropriation involves taking elements from another culture for personal gain without understanding, while respect entails striving to comprehend and connect with that culture."
Soma Njie, Director of Fashion Weekend Gambia, added, “Cultural appropriation can have detrimental effects on local communities. Fashion should foster sustainable cultural exchange. Some brands successfully collaborate with local cultures, forming equal partnerships with artisans and creating powerful narratives.”
Zainab Saidulaeva, Chief Designer and CEO of Measure, emphasized the importance of awareness among both big and local brands. She stated, “It's crucial for us to be engaged with our cultural narratives; otherwise, we risk misrepresenting our own heritage, which can lead to misunderstandings. In the modern world, where distortions abound, distinguishing between the original and the imitation is vital. Coming from Dagestan, an interethnic region home to over 30 nationalities, I recognize that every embroidery and ornament carries a sacred meaning. By working with this heritage, I strive to immerse myself in the culture to avoid inappropriate use.”
The session featured a diverse group of participants, includingZainab Saidulaeva, Chief Designer and CEO of Measure; Yanina Goncharova, Founder of Belarus Fashion Week and Artistic Director of the Belarus Fashion Council, Shirene Rifai, Founder and CEO of Jordan Fashion Week; Tsepang David Teba, Coordinator and Head of Strategic Partnerships at Lesotho Fashion Week; Mahdi Galenovi, Chairman of the Board and CEO of the Iranian Public Diplomacy Foundation; Temesia Tuicaumia, Director of Fiji Fashion Week; Mpho Mogotsi, Managing Director of BRICS Africa Fashion Week; Soma Njie, Director of Fashion Weekend Gambia; Brian Ahumuza, Founder of Abryanz Style & Fashion Awards Africa.
The session was expertly moderated by Smita Roy, Senior Associate Editor of The Telegraph.
Photo: https://disk.yandex.ru/d/oOT4aKEG9RrtIA
Smooth landing. Building relationships with Russian buyers
Grand Hall
During this session, experts explored various strategies for achieving a smooth landing in the Russian market—essentially, a gradual yet effective approach to market entry. They emphasized the importance of considering the regional, climatic, and cultural characteristics of consumers.
Maria Terpstra, Co-founder of TWO EAGLES, highlighted the necessity of conducting thorough research before entering the market. "You don't necessarily have to gather focus groups," she explained. "Simply exploring social media can provide insights into popular trends, help you familiarize yourself with potential competitors, and allow you to analyze their successful product presentations. For example, in Russia, we have a deep respect for manual labor; this is a value that resonates well with consumers. The tradition of hand weaving is still alive, which helped us quickly find our buyers. It’s also beneficial to take a broader look at Russian culture to identify your own points of connection. While Russian consumers tend to be conservative and prefer classic or casual styles in calm colors, they also appreciate bright accents—reflecting the richness of Russian folklore. We incorporated such accents into our collections, hoping to evoke familiar associations."
Maxim Ganisevski, Founder and CEO of the ZNWR brand, shared his insights on connecting with the consumer. “Choose your target segment—in our case, the creative intelligentsia—and analyze their needs. Establishing strong relationships with retailers and designers is important, but I believe the focus should be on building a connection with the client. When entering any market, it’s essential to have a clear image of the person you are designing for. Our clothing is not just impersonal garments; each product has a specific character that embodies the identity the wearer seeks. A brand is not merely a tangible entity; it's an association in the minds of consumers. It occupies a particular place in their thoughts. It’s not just about delivering a quality product; it’s about expressing your identity through a defined product and visual identity. Consumers must understand what your brand represents, and only then can you effectively respond to their needs."
The discussion featured notable participants, including Maria Terpstra, Co-founder of TWO EAGLES; Oleg Klimov, President of the National Council of Shopping Centers Association; Maxim Ganisevski, Founder and CEO of the ZNWR brand; Mubashar Naseer Butt, Chairman of the Pakistan Readymade Garments Manufacturers and Exporters Association; Ali Charisma, Events Director and Designer of the Indonesian Fashion Chamber.
The session was expertly moderated by Andrei Shket, Director of Endowment at Skoltech.
Photo: https://disk.yandex.ru/d/AQNRQTfhLHX7lg
Style icons. How influencer marketing works
Grand Hall
Did you know that the first influencers were actually gladiators in Ancient Rome? This intriguing fact sparked the discussion titled “Style Icons: How Influencer Marketing Works.” Experts in the field confirmed that influencers have become significant players in the fashion industry, a reality that cannot be overlooked. With trends in influencer marketing evolving rapidly, both bloggers and advertisers must stay attuned to the latest developments. How can they achieve this? Is it necessary to maintain a presence on every popular platform? What types of influencers exist? Which advertising integrations are the most effective? And should brand creators also become influencers themselves? The speakers also differentiated between the concepts of “advertising with a blogger” and “influencer marketing,” emphasizing the importance of long-term partnerships.
Ekaterina Kim, a fashion influencer, praised the sophistication of the Russian media market: “Recently, I traveled to Italy at the request of a beauty brand, and when my team and I proposed various product integration ideas, the Italians were surprised – these concepts were innovative for them. In contrast, the players in the Russian market are more advanced. Here, more complex integration strategies are needed. Firstly, it’s crucial to prepare the ground: to choose an influencer, you must understand your brand's cultural code and how it aligns with that of the influencer. This requires a comprehensive understanding of your target audience and whether it coincides with that of the blogger.”
Vladislav Kuldoshin, brand director and founder of the marketing agency SAVOIR.F, shared his insights on the evolving landscape of fashion marketing: “In the premium and luxury segments, we’re seeing a shift towards micro- and nano-influencers. Content creation is transitioning from lifestyle and travel themes to focusing on conveying deeper meanings. It’s essential for bloggers to have a distinct personality—this is why their audience is drawn to them. In Russia, the market is much more developed than in Europe; there are numerous brands, and we constantly brainstorm ways to capture the attention of consumers.”
The session featured key participants including Alina Farkhutdinova, Founder of the Blogger Agency; Bediz Yildirim, Founder of Bediz Co. and Lecturer at Istanbul Fashion Academy; Ekaterina Kim, Fashion Influencer; Vladislav Kuldoshin, Brand Director and Founder of SAVOIR.F; Elena Smirnova, Head of Marketing Department at BLCV.
The discussion was moderated by Malika Madaeva, Partner at the No Name Communications Bureau.
Photo: https://disk.yandex.ru/d/YPo280nTCUsMEg
Artifact of history. Crafting processes in the fashion world
Grand Hall
Fernando Yax, Associate Director of Guatemala Fashion Week, kicked off the session by highlighting the growing trend of craft production in the Guatemalan fashion industry. “Craft production was not very popular here 15-20 years ago; it’s a new movement. The new generation of designers aims to make their voice heard in the modern fashion landscape. Major brands have explored many avenues and now look to new countries to enrich themselves culturally and draw inspiration from local heritage. If big brands recognize our heritage, why shouldn’t our own designers do the same? Guatemala Fashion Week serves as a platform that creates opportunities and programs for artisans, enabling them to transition into designers. By bridging the worlds of crafts and fashion, we enrich the fashion industry.”
Hassanali Mustafa, Chairman of the Fashion Association of Tanzania and Swahili Fashion Week, shared insights on preserving culture: “Swahili Fashion Week began 17 years ago as a platform for Swahili-speaking nations like Tanzania, Kenya, Northern Mozambique, and Congo. With more than 120 tribes in Tanzania, who better to preserve our culture than ourselves? We work with traditional fabrics, such as kanga, a scarf that has become a national costume element. These scarves not only allow for personal interaction but also convey messages—gestures of gratitude or care encoded in their patterns. They are not merely fabrics; they serve as a means of communication.”
Emmanuel Muchindu Miyoba, Director of Lusaka Fashion Weekend, discussed collaboration between designers and artisans: “We invite various designers to partner with local artisans, creating unique items incorporating traditional materials. Our fashion weeks feature representatives from artisan communities worldwide, and we conduct workshops to facilitate knowledge exchange between artisans and designers. This collaboration enriches both parties.”
The session featured an esteemed lineup of participants, including Jay Ishak, President of the Malaysian Official Designers' Association (MODA), Hassanali Mustafa, Chairman of the Fashion Association of Tanzania and Swahili Fashion Week; Reynier Abello, Executive Producer and Creative Director of SPECTRUM KH, ARMADA BY ABELLO; Fernando Yax, Associate Director of Guatemala Fashion Week; Svetlana Bogova Jovanovska, Director of Fashion Weekend Skopje; Mariam Bocoum, Founder of Mariah Bocoum Couture; Emmanuel Muchindu Miyoba, Director of Lusaka Fashion Weekend; Nurzat Zheenbek kyzy, President of the Crafts Council of Kyrgyzstan.
The session was moderated by Olga Sysoeva, Associate Professor at Kosygin Russian State University.
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Not a luxury but a necessity. Insider’s perspective on the luxury industry
Grand Hall
The final session of the BRICS+ Fashion Summit focused on the evolving landscape of the luxury industry. Speakers explored innovations in luxury retail, discussing how the sector is adapting to emerging market demands like sustainability and digitalization. They examined the role of Fashion Weeks in this transformation, strategies for maintaining exclusivity amid the surge in online sales, and the challenges designers face in producing luxury clothing.
Alexandra Serova, founder of the Alexandra Serova brand, shared her insights: “As my brand specializes in couture, where nearly everything is crafted by hand, we are struggling with a shortage of skilled artisans. While there are many talented designers eager to enter the field, we lack individuals who possess the necessary skills for production. This has led to fierce competition for talent, with average salaries nearly tripling in the past two years. The industry simply wasn’t prepared for this shift in terms of education. I believe that if an institution were established to train skilled tailors, designers, and technologists, I would be there, eager to recruit these specialists.”
Rene Barrera, Director of FashionLifeLA, emphasized the artisanal nature of luxury: “The luxury sector cannot be industrialized; it is inherently artisanal. It is the craftsmanship that elevates luxury items to a higher level. Luxury is far more than a brand name; it encompasses the entire story behind the creation of a product.”
Marie Claire Fontaine, Director of Panama Fashion Week, noted a shift in luxury branding: “For luxury brands, I’m observing a transition away from extravagance towards practicality. This change is likely driven by the fast pace of life in modern urban settings.”
The session featured prominent attendees, including Alexandra Serova, Founder of the Alexandra Serova Brand; Svetlana Shatunova, Founder and Designer of the SHATU 1997 Brand; Ksenia Podvalnaya, Head of the Biser Studio; Sergio Puig, Director of Mediterranea Fashion Week; Rene Barrera, Director of FashionLifeLA; Marie Claire Fontaine, Director of Panama Fashion Week.
The discussion was moderated by Sergey Krasnov, a presenter from RBC TV.
Photo: https://disk.yandex.ru/d/n1XyuCEv1j3X-g
Marketplaces and fashion brands. Conflict of interest or shared values?
Chamber Hall
Vadim Kolpastikov, Executive Director of the Small and Microbusiness Division at Sber, started the session by addressing changes in online shopping habits: “In online retail, the average spending per transaction has significantly decreased. Three years ago, the average spend was over 5,000 rubles, while now it’s around 1,300 rubles. This shift aligns well with traffic patterns; marketplaces have become venues where consumers go to buy everyday items and make frequent purchases.”
Alexei Mirzayants, Head of Analytics and Business Development at Ozon, announced: “At Ozon, we’ve declared 2024 the year of fashion. Over the last year, we’ve attracted 30 million customers in this category, which is already quite substantial, and we aim to grow this audience further, as the potential is enormous. We’ve taken into consideration the feedback from our sellers that Ozon is initially a multi-category platform. Therefore, we launched a dedicated fashion space within the marketplace, featuring appealing photos and a clear separation from other product categories. Brands can establish their own branded zones here, enabling searchable access directly to the brand page rather than a catalog of mixed results. Our monthly audience reaches 74 million customers, with 51 million making purchases. Reaching such a vast audience would be impossible without marketplaces.”
The session included notable participants: Tingting Liu, CEO of the Beijing trading company White Noise; Vadim Kolpastikov, Executive Director of the Small and Microbusiness Division at Sber; Alexei Mirzayants, Head of Analytics and Business Development at Ozon.
The discussion was moderated by Daniya Tkacheva, Founder of the Dynasty agency, which focuses on sales growth and development strategies for fashion brands.
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Neural network and customer experience. How to use AI in retail
Chamber Hall
Ruslan Akhtyamov, founder of Napoleon IT, highlighted the transformative impact of large language models like ChatGPT on various industries, including fashion. He identified three key trends that will significantly influence the fashion industry.
First is the expansion of the context window, which refers to the growing ability of language models to process and store larger amounts of data. This advancement will enable models to deliver more personalized experiences by taking into account individual preferences and purchase history, ultimately leading to more accurate recommendations and tailored offers.
Second is the evolution of GPT agents. These agents will be customized to meet the unique needs of users, analyzing their visual preferences and purchase histories. They will be capable of reviewing users' wardrobes, providing style recommendations, and even suggesting new outfits based on personal data.
Lastly, the development of Voice Commerce marks a significant shift from traditional online shopping interfaces to interactive and personalized voice interfaces. These voice assistants will remember user preferences and make suggestions, streamlining the shopping experience and enhancing interactions with brands.
In the long run, AI is poised to become a vital tool for analyzing and managing users’ wardrobes, as well as assisting with appearance planning for special calendar events. The growing presence of AI in the fashion industry will lead to substantial changes in the coming years. Already, artificial intelligence is being employed to automate and optimize various processes, and this influence is expected to increase. By delegating tasks to AI today and in the future, brands can free up time and resources for more creative and strategic initiatives.
The session featured Ruslan Akhtyamov, Founder of Napoleon IT; Pablo Yusta, CEO of AI Consortivm; Canh Nuyen, Head of the Fashion Sector at VDAS (Vietnam Design Association).
The discussion was moderated by Fedor Virin, Partner at Data Insight.
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Workshop by the stylist school
Chamber Hall
Style serves as a powerful medium for individuals to express their essence, values, and preferences. It can embody self-expression and highlight uniqueness and individuality. This is why teaching fashion and style is crucial—it empowers students to not only understand current trends but also to integrate them into their personal aesthetics, thereby creating a harmonious and authentic image.
The formation of one’s style is influenced by a multitude of factors, including personal experiences, cultural and familial traditions, environments, as well as individual interests and tastes. Our preferences and perceptions begin to take shape from an early age, with visual impressions received throughout life playing a pivotal role in crafting our style.
Toward the conclusion of the session, Tatyana Nikeitseva, founder of the educational project Personal Styling, shared her thoughts on the profession of a stylist: "Being a stylist is like any other profession; it comes with its own set of pros and cons. There are everyday challenges, as well as tough moments. But if you genuinely love what you do, success is always within reach."
The session featured Tatyana Nikeitseva, Founder of Personal Styling; Lada Arzumanova, Stylist and Lecturer at the British Higher School of Art and Design.
The discussion was moderated by Marina Barykina, Lecturer at the British Higher School of Art and Design.
Photo: https://disk.yandex.ru/d/0J33gmAGvUkXZQ
Fashion Stream. Promotion from the new generation
Chamber Hall
In this session, participants explored innovative promotion formats, popular platforms for fashion content, and how brands can adapt to these emerging trends among the digital generation—the new wave of consumers actively engaging with streaming platforms and live broadcasts.
Maria Morgun, Club Program Director of the Moskvichka magazine, opened the discussion by stating, "I think everyone can agree that the topic of 'Fashion Stream. Promotion from the new generation' is incredibly relevant. Generation Z, along with the youngest bloggers and influencers, is actively reshaping the fashion industry. Social media is transforming not just fashion, but our lives as well."
Darina Alekseeva, Editor-in-Chief of Moskvichka magazine, emphasized the importance of engaging with the right audience: "Currently, Telegram is the most effective platform for brand development. To create a significant impact, brands need to cultivate a loyal following that resonates with their message. It's essential to foster long-term relationships with your audience and keep them engaged with updates from offline events across various media channels. Don't overlook print media – our magazine is also an independent brand that exists on social media, YouTube, and through offline events, and we will soon launch an innovative digital version. Print and digital platforms serve different purposes, much like theater and cinema. Print remains vital because it offers something beautiful that lasts for generations."
Evgenia Plotnikova, media producer and founder of the NFT CONF ed-community, remarked, "Technology has fundamentally changed our thinking. If you open the intercom with your thumb, you belong to the Zoomer generation, regardless of your actual age. Zoomers consume content at double speed and expect to process information even faster."
Kelly Cutrone, Founder of the PR agency People's Revolution, highlighted the unique opportunities in Russia: "There are incredible prospects here. Before the global upheaval caused by COVID-19, people predominantly purchased established brands like Valentino and Dior. Now, the landscape has shifted dramatically. You can develop your own brand and explore amazing opportunities that are opening up."
The session featured Kelly Cutron, Founder of People's Revolution PR Agency; Maria Tarasova, Journalist at KAKDELA; Takhir Ibragimov, Director of Tajikistan Fashion Week; Darina Alekseeva, Editor-in-Chief of Moskvichka Magazine; Evgenia Plotnikova, Media Producer and Founder of NFT CONF ed-community.
The discussion was moderated by Maria Morgun, Club Program Director of Moskvichka magazine.
Photo: https://disk.yandex.ru/d/WbFeghNGG0mnEA
From hobby to hype. How self-taught designers challenge masters
Open Hall
Angelina Kushtina, Editor-in-Chief of the digital platforms GRAZIA and Independent Media, addressed the challenges many creative individuals face: “For creative people, self-promotion can be a daunting task. It’s essential for them to study business and marketing to effectively present themselves to investors who may want to support their brand.”
Antonio Maurizio Grioli, Dean of Pearl Academy in India, added, “A solid education is crucial as it equips students to engage with the design process effectively. At one of the largest design schools in India, we teach our students about global trends and maintain a strong connection with the fashion industry. By the end of their two to three years with us, our students gain real-world practice.”
The participants concluded that while education alone doesn't guarantee success, it can provide valuable opportunities if structured correctly. The time students spend in training is a vital resource, allowing them to develop their ideas without the pressures of the market or financial obligations. This period offers them a chance to deeply understand the processes involved in creating and managing a brand, experiences that can become significantly more challenging when they enter the business world and encounter operational hurdles.
Conversely, successful designers can emerge as self-taught individuals, creating pathways for talented people who may not fit traditional educational models. However, marketing and self-promotion are critical components in this process. Without a strategic approach to promotion, even the most gifted designers risk going unnoticed.
The session featured Natalya Maetnaya, Founder of White Crow, Karina Demidenko, Director of Carec.o; Julia Dalakian, Designer of the Julia Dalakian Fashion House; Angelina Kushtina, Editor-in-Chief of GRAZIA and Independent Media; Ksenia Knyazeva, Director & Designer at Ksenia Knyazeva; Antonio Maurizio Grioli, Dean of Pearl Academy India.
The discussion was moderated by Olga Sysoeva, Associate Professor at Kosygin Russian State University.
Photo: https://disk.yandex.ru/d/O9_TDdtbgAJKBQ
Fashion from afar. Cross-cultural exchanges through international events
Open Hall
Pietro Polit, Director of Quito Fashion Week and D.I.S Management, emphasized the crucial role of international curation in the successful execution of global fashion events. He noted, "The right location is essential for these shows— it must be safe, convenient, and logistically accessible for everyone. Sponsorship is also vital; without it, we cannot promote events of this magnitude on our own.
Additionally, it’s important to spread awareness about these events through media and social networks. For us in Latin America, participating in today’s event in Moscow holds significant importance."
Sayat Dossybayev, Founder and General Producer of Kazakhstan Fashion Week, spoke about cultural exchange among designers. "Cultural exchange is quite simple; we are ambassadors of our own cultures. We bring our cultural codes into the societies we enter. Today, I’m wearing a mix of Kazakhstani and European designs, showcasing the blending of influences. We also share our museums and open archives to educate colleagues from other countries about our culture. Recently, colleagues from the Far East were inspired by Kazakh yurts and asked to incorporate these motifs into their own fashion. Of course, we encourage this! By exchanging ethnic identities, we can maintain friendly ties among nations and deepen our understanding of one another, regardless of our inherent differences."
Adrian J. Mizzi, Executive Producer of Malta Fashion Week & Awards and President of the Malta Fashion Association, highlighted the significance of events like the Summit. "Thanks to the Summit, designers will showcase to the world the beauty of Russia, the warmth of its people, and the splendor of Moscow! This development boosts tourism—particularly fashion tourism—trade, and the economy. Manufacturers will be drawn here, which will impact global trends."
The panel featured Alena Chipura, Founder and Designer of BÜRO UNIQUE, Elen Manukyan, Co-Founder and Head of the Fashion and Garment Chamber of Armenia, Pietro Polit, Director of Quito Fashion Week, D.I.S Management; Philma Kelegai, Founder and Managing Director of Papua New Guinea Fashion Week; Alvaro Mukoroli, Director of MTC Windhoek Fashion Week; Sayat Dossybayev, Founder and General Producer of Kazakhstan Fashion Week; Olga Kossinski, Designer at KOSS; Senan Kamel, Founder and CEO of Baghdad Fashion Week; Adrian J. Mizzi, Executive Producer of Malta Fashion Week & Awards, President of the Malta Fashion Association.
The discussion was moderated by Yanina Hancharova, Founder of Belarus Fashion Week and Artistic Director of the Belarus Fashion Chamber.
Photo: https://disk.yandex.ru/d/cmXF5XMMrqx7TA
TED Talk Series: Researching the Target Audience of a Fashion Brand
Open Hall
This session focused on practical techniques for understanding the target audience of fashion brands. The first technique discussed was data research and analysis. Participants were encouraged to leverage data on purchases, online behaviors, and socio-demographic information to create accurate audience profiles. Audience segmentation was highlighted as crucial. It’s important to divide the audience into smaller segments based on their specific needs, behaviors, and demographic characteristics.
Next came hypothesis testing. Regularly testing different hypotheses about what might interest the target audience enables brands to adapt their business strategies more effectively. Additionally, personalized communication is key; brands should strive to create tailored marketing campaigns that resonate with each segment of their audience.
During the audience acquisition phase, determining which channels and messages are most effective for each segment is essential. Expanding the acquisition funnel begins with a clear understanding of who the audience is and what motivates them. This targeted approach allows for better resource allocation and a higher return on investment. Modern consumers crave a personalized experience; by utilizing consumer data, brands can craft more relevant offers and communications, leading to improved engagement and conversion rates.
In conclusion, Daniya Tkacheva stated, “The key to a successful marketing strategy is a profound understanding of your target audience. Adapting all aspects of interaction for maximum relevance and effectiveness will help the brand remain competitive in a saturated market.”
Speaker: Daniya Tkacheva, Business Consultant for Sales Growth and Development Strategy for Fashion Brands “Dynasty”.
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Designing Emotions – Why We Choose Brands
Open Hall
Olga Bukhtiyarova, Art Director of SberMarketing, spoke about the importance of fostering emotional connections. "With 200,000 employees at Sber who aspire to be part of something greater, our main task is to strengthen the bond between individuals and their workplace. We aim to develop high-quality, tactile products that create emotional attachment. For instance, we are exploring cashmere merchandise, establishing an environment where each employee can feel comfortable – even within a formal dress code. We want our team to look presentable at business meetings while feeling at ease during social gatherings after work. The backing of Sber is certainly a significant advantage for us."
Sergei Krymlov, Founder of PART0FYOU, emphasized the balance between creativity and business. "It’s important to clearly identify the target audience and age group. One must find a balance between business needs and creativity. You don't always have to chase viral trends, but you do need to consider practicality. Your clothing should seamlessly fit into your everyday wardrobe."
The discussion featured Bediz Yildirim, Founder and Teacher at Bediz Co. & Istanbul Fashion Academy; Sergei Krymlov, Founder of PART0FYOU; Anastasia Tarasova, Founder of the MAMA AZIA Brand; Olga Bukhtiyarova, Art Director of SberMarketing; Oscar Ruiz-Schmidt, Creative Director of Obra Gris; Victoria Romashova, Head of Fashion Department at the British Higher School of Art and Design, Curator of the Brand Promotion Strategy Program.
Moderator: Viktor Burmistrov, Founding Partner at Be.On Consulting.
Photo: https://disk.yandex.ru/d/ImAEWJPmm30T3A