On the sidelines of the BRICS+ Fashion Summit held in Moscow, a session titled “Growth Hormone: How To Become A Fast-Growing Brand?" triggered a productive debate among industry leaders.
The main objective of the session was to identify strategies and tools that can help fashion brands grow faster, be more competitive, and attract investors.
While addressing the participants of the session, Ilya Bulichev, founder and chief designer of the BLCV brand, emphasized the importance of understanding the target audience and delivering the content they desire. He warned against the allure of a ‘magic pill’ for growth, suggesting that such a shortcut could ultimately harm the brand.
Aleksandra Kaloshina, founder of Solstudio Textile Group, shared the success story of her brand, “Radical Chic.” She attributed their growth to a strong focus on analytics, which helped them evolve from a small studio to a brand with its factory.
Shirene Rifai, founder and CEO of Jordan Fashion Week and Shirene Consulting, highlighted the importance of storytelling and maintaining a unique brand identity. She also stressed the need for innovation in design and incorporating technology into products.
Gyulnara Agamova, CEO of Creative Industries Agency, pointed out that innovation can be applied in various areas but not necessarily in design. She also emphasized the importance of understanding the brand’s stage of development.
Alexey Kulakov, CMO of Lamoda, discussed the role of technology in accelerating the fashion industry. He noted that, while technology can speed up processes, it cannot replace the essence of art.
David Tlale, founder and creative director of David Tlale, concluded the discussion by shedding light on the importance of mastering professional skills and appreciating technology.
The session provided valuable insights into the growth strategies of fashion brands, highlighting the importance of understanding the target audience, leveraging analytics, maintaining a unique brand identity, and incorporating technology.