Frd13 program eng

THE FORUM PROGRAM

NOVEMBER 28,
THE FIRST DAY OF THE FORUM

• Oleg Kruchinin,
President,
Ukraine Retail Association

09:30 FORUM PARTICIPANTS’

• Ruben Arutyunyan,
Owner and president,
Henderson Russia

REGISTRATION, WELCOME COFFEE

11:00–13:00 OPENING OF THE FORUM,
MAIN PLENARY SESSION
(GRAND COURTYARD HALL)
FASHION MARKET IN RUSSIA: RISKS AND
OPPORTUNITIES
• Special presentation: Economy and
consumption. What should be ready to
Russian entrepreneurs?
• Developing consumer goods manu
facturing in Russia. The outlook by
the Ministry for solutions stimulating
domestic production of clothing,
footwear and accessories according to
the demands of the modern retail chains.
• The most accurate analytics to start a
conversation: the dynamics of clothing
and footwear sales in Russia and in
the world? What is really going on
with consumer demand and personal
incomes? How will it affect sales in the
future? Analysis of the market impact
of online orders from abroad and
international Internet giants’ appearance
on Russian market. What to be ready for?
• Number one decision makers’ comments
of the largest chain stores and online
stores selling clothes and footwear in
Russia: how to assess the market, what are
the main possible threats for the future
development? Opportunities for growth?
What operational changes are planned to
be introduced under the influence of new
economic and social challenges?
Moderator:
• Edward Ostrobrod,
Vice-president, SELA
Speakers and panelists:
• Denis Pak, Director
of the Department of State
regulation of internal trade,
MINPROMTORG Russia
• Igor Nikolaev, Partner, PKF,
director, The Institute of
strategic studies and analysis
• Ivan Fedyakov,
General director,
Infoline
• Evgeniy Lavrov,
Retail-director,
Jeans Symphony
• Yuriy Siparov,
General director,
Imelda (Belorussia)
• Ekaterina Soyak,
General director,
E.M.T.G.
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• Igor Barsukov,
General director,
Lady & Gentlemen
• Natalya Kondrashina,
Commercial director,
Finn Flare

13:00–13:30 COFFEE BREAK,

MEETING AND NETWORKING WITH
FORUM COLLEAGUES AND PARTNERS

13:30–14:30 PARALLEL SESSION

HOW MUCH DO 7 MINUTES COST?
It is known that 7 minutes is the maximum
time for a buyer to feel comfortable in
the queue. And 50% of goods are NOT
purchased, if the waiting time exceeds
this limit. At check-out, in the dressing
room… Can you afford to lose almost
50% of those nearly made sales? If not,
this session is for you! We discuss: what
solutions and technological advances
allow today to increase the average check
and reduce service time for buyers? How
to speed up the purchase process from
dressing room to check-out? Improve the
staff efficiency and speed in each store?
And, most importantly, how to implement
those solutions in your business?
• Ruslan Ilyasov,
General director,
retail chain Primorosso
• Inga Nahmanson,
General director,
Fitting Realty
• Maria Gerasimenko,
General director,
Clever Fashion
• Dave Judge,
Executive and creative
director, StartJG (London)

13:30–14:30 PARALLEL SESSION

(NEGOTIATION HALL)
ROUND TABLE: RETAIL + RUSSIAN
DESIGNERS = EFFECTIVE PARTNERSHIP
Today, while looking for ways to 'separate'
from competitors by providing the cus
tomer with unique, batch product range,
many retail owners are trying to establish
partnerships with russian designers. But
despite the mutual interest, a partnership,
profitable for both parties, is a rare
commodity. How to build a commercially
effective partnership? Let discuss the whole

spectrum of questions: how to evaluate
and choose a designer; whose products
will match your target audience and 'make
the counter'; how to control the process of
manufacture and launch of a collection;
how to motivate a creative team. We invite
both sides of the process to the discussion,
in order to find out how to build a logical
progression for a cooperation.
• Elena Kogel,
Founder, modeliery.ru
• Svetlana Komissarova,
Leading teacher,
Moscow Fashion Academy
• Andrey Yakobi,
Director fashion company
Real Profit Group
• Yulia Myatkovskaya,
Senior Designer
F5 Company
• Vitaliy Gordon,
Managing director,
Sunday Up Market
• Oksana Vencislitskaya,
Head designer, one of the biggest
Fashion retail chain

14:30–15:30 LUNCH, INFORMAL

COMMUNICATION WITH COLLEAGUES

15:30–17:00 SPECIAL SESSION

(NEGOTIATION HALL)
PRIVATE CLUB
FOR FASHION CHAINS DIRECTORS
The discussion main topics:
• How to convey the brand and company
values to all the employees, including
salespeople in the store, which
broadcast them to customers? What
you need to change “at the top”, in the
central office, for all of your employees
can work as an united, inspired team?
• Features to manage “creative” team:
buyers and designers. How and where to
look for the right people, how to direct
their creative skills in the commercial
mainstream, how to teach and develop?
What kind of incentive system to create
to make the team really responsible for
the result?
• SERVICE is the only thing that can make
a difference. How to build a “A+” unique
service in the company? And to make
sure your competitors do not copy you?
Moderators:
• Andrey Kalmykov,
General director,
Trade Help
• Timur Yadgarov,
Business trainer and couch,
ACG Moscow

6th BUSINESS FORUM OF STORE CHAIN DIGNITARIES, STORES AND DISTRIBUTORS SELLING CLOTHES, SHOES AND ACCESSORIES
NOVEMBER 28–29, 2013 | HOTEL MARRIOTT COURTYARD, MOSCOW

THE FORUM PROGRAM
• Alyona Mironova,
Ex-head of PR&SMM
department, Wildberries

Speakers and panelist:
• Petr Malkin,
Managing director,
Sinta Gamma

• Vincent Lutens,
Marketing Director
of KupiVIP Holding

• Ruslan Ilyasov,
General director,
retail chain Primorosso

• Lorna Hall,
Head of Retail & Strategy,
WGSN

• Arman Tataryan,
Delta Sport Ukraine
(Nike, Mexx, New Look)
• Oleg Gruzdev,
CEO&Founder of Gallery
Fashion Forum and Starlette
pret-a-porter show-room

15:30–16:45 PLENARY SESSION

LOYALTY PROGRAMS.
HOW SMART BRANDS GAIN PROFITS
Companies that are able to collect customer
data across all channels (traditional
shopping, online commerce) and use them
to forecast sales, may, on average, triple
(!!!) their revenues. But the data per se
gives nothing. The key to success is to use
it smartly in daily communication with the
buyer — in e-mail lists, call center activity
and directly at the store. It is a qualitative
analysis that gives an opportunity to build
the most effective marketing campaign,
make breakthroughs in merchandising, and
create for a buyer a special experience of
interaction with the brand. The session will
discuss the most current developments
in the field of customer experience: how
they work, how much they cost, and how to
calculate the efficiency of their use.
The session will start with a special pre
sentation from Lorna Hall, WGSN's Head
of Retail & Strategy, “Fashion Retail & In
novation Trends”. Lorna Hall will pres
ent key themes driving change in the
fashion retail business. Exploring global
trends across retail business culture, store
design, shopper experience as well as
looking ahead at the next big trends; with
best practice examples and ideas to give
you a competitive edge.

• Julia Dutey,
Marketing director,
TMHF Group

16:45–17:00 COFFEE BREAK,
SOCIALIZING WITH FORUM COLLEAGUES
AND PARTNERS
LOGISTIC: WHAT TO PLAN FOR
TOMORROW?
Today, for surviving and development in
the current circumstances, it is necessary
to have a flexible business model which
will ensure the effective assortment
management, a clear logistics and relevant
to business objectives of information
support. To predict all the wishes of
buyers, companies have to hit their "speed
of response" and the services. How the
most successful companies have achieved
this? And how to use their experience for
middle and small companies — because
the business landscape is very different.
• Joaquin Villalba,
Fashion retail professional.
He has over ten years
experience in supply chains
including four years at the
forefront of operations
management at Zara-INDITEX,
where he held several
corporate positions including
Head of European Logistics
Operations.
• Julia Ezhova,
Logistic director,
Levi Strauss Moscow
• Carlos Joaquin Samper,
Executive Director, Supply
Chain Management, O’stin
Sportmaster Group

Moderator:
• Vladislav Us,
Chief Editor, loyalty library
Speakers and panelist:
• Giulio D'Erme,
General director,
Triumph International
• Olga Narozhnaya,
Marketing director, Colin’s

18:00
TRANSFER TO THE VENUE
OF THE EVENING RECEPTION
FORUM FASHION RETAIL RUSSIA
(TRANSFER FROM THE MAIN
ENTRANCE OF THE HOTEL).
19:00 – START OF EVENING
RECEPTION.
DRESS-CODE – EVENING.


19

THE FORUM PROGRAM

NOVEMBER 29,
THE SECOND DAY OF THE FORUM
09:30 FORUM PARTICIPANTS’
REGISTRATION


• new sites, lease terms <—> shopping
centers and developers
• placing orders for production <—>
clothes, footwear, accessories
manufacturers
• purchases for own collections <—>
fabrics and accessories manufacturers

GENERATION OF MILLENNIUMS:
CULTURE SHOCK

12:30–13:30 DISCUSSION SESSION

By 2015, the generation of millenniums
will take 75% of the jobs. And they are our
target audience in the near future. And
exactly for this audience stores must be
fully “reconstructed”. How they buy and
make the choice? What values are they
guided by? How to work with them? How
the leading chain stores break their rules,
rearranging work for the new generation?

COMMERCIAL REAL ESTATE
AND ECONOMY FORMATS

Moderator:
General director,
Clever Fashion
• Tamara Tanatarova,
Marketing director, Gretta
• Olga Narozhnaya,
Marketing director, Colin’s
• Alyona Mironova,
Ex-head of PR&SMM
department, Wildberries
• Andrey Mamontov,
Retail expert
• Alexey Katsalukha,
Co-owner «Oh,my»

What current formats exist today and,
more importantly, what is their economy?
Analyzing the main differences and
perspectives of each format in terms
of commercial success and sales per
square meter. Realizing who and under
what circumstances should think about
changing the format. And what is the price
of this question?
• Anna Kmitina,
Managing director,
ECCO Ros
• Igor Barsukov,
General director,
Lady & Gentlemen
• Andrey Gorb,
Head of brands development
Karen Millen and Oasis

12:30–13:30 ONLINE SALES OF CLOTHING
AND FOOTWEAR (VARVARKA HALL)
OPENING OWN INTERNET SHOP
Master class for those who are just about
to open an online store. Step-to-step
practice from A to Z based on specific sales
of clothing, footwear and accessories.
Speakers:

11:15–12:30

NEGOTIATIONS ON COOPERATION
For the first time in Fashion Retail &
Distribution forum we will hold sessions
of negotiations on cooperation between
executives of the network selling
clothing, footwear and accessories and
their partners! C-level executives from
both parties provide an interesting
and effective dialogue that creates a
partnership on a completely new level!
NEGOTIATING GUIDELINES:
• development of the regional
markets <—> franchisee in the regions
• alternative sales channels <—>
cooperation with online hyperstores
• procurement/distribution <—>
distributors of clothing, footwear,
accessories
20


• Vitaliy Panarin,
Project manager,
OTTO Group
• Alexey Salychev, Head of
e-commerce department,
brand Love Republic, Melon
Fashion Group Company

13:30–14:15 LUNCH
14:15–15:15 SALES MANAGEMENT
HOW TO IMPLEMENT PL
AND “NEW ITEMS”? MERCHANDISING,
SALES MOTIVATION, POS MATERIALS…
How to sell related products? What
category can earn more? Where is their
place in the shop? Plus, how to organize
the checkout area?


THE FORUM PROGRAM
Unique products. What could it be? Related
products? Hand-made and custom-made
products? Do those “widgets” really help
to “make cash”?
Speakers:
• Natalya Tasalova,
General director,
GNN FashionTrade Group
General director,
Clever Fashion
• Anna Balandina,
Managing partner,
FCG Creative Lab
• Elena Kabanova,
Ex-marketing director “Snow
Queen”, Retail Atelier Partner

14:15–15:15 ONLINE SALES

OF CLOTHING AND FOOTWEAR
(VARVARKA HALL)
E-COMMERCE STRATEGIES
FOR FASHION RETAIL
The competitive environment and demand
ing buyer, spoiled by all the offers, forces
retailers to be flexible and adjust their
strategies in line with the differentiated
consumer experience. The session will
discuss how leading retailers are building
their e-business, which allows them to stay
one step ahead of their competitors.
Moderator:
• Vadim Shadrin, Fashion retail
expert, ex-head of franchising
development department,
JamilCo
Speakers:
• Fabio Meloni, Head of Buying, LaModa
• Olga Lomko,
RUTaoBAo
• Georgiy Nikolaychik,
Chairman of the board
of directors, “Budu mamoy”

(inter-seasonal discounts, the latest
discounts, etc.)? How to run a campaign
of sales? Successful and unsuccessful
cases. Are the concepts of sales changing
around the world, or are they done in the
same old way?
Speakers:
• Julia Veshnyakova,
General director,
Retail Technology Academy
• Oleg Gruzdev,
CEO&Founder of Gallery
Fashion Forum and Starlette
pret-a-porter show-room

15:45–16:45 ONLINE SALES

OF CLOTHING AND FOOTWEAR
(VARVARKA HALL)
WHERE TO FIND NEW CUSTOMERS?

• Anton Belogorodov,
HR-director,
Bosco di Ciliegi
• Julia Veshnyakova,
General director,
Retail Technology Academy
• Alexandra Tsoy,
Deputy general director,
MF Company
• Anna Belikova,
General director,
Job-in-fashon
• Nina Tarasova, Business trainer

18:00 CLOSING THE FORUM

New buyers are the life force of any retail
business. Where and how to find new
customers? What is the ROI of different
channels of communication with potential
buyers? How to build a database of
potential customers? And how the social
networks act as a new sales channel:
Instagram, YouTube, Facebook, fashion
bloggers and celebrities. Examples of
successful cooperation — in concrete
figures. Optional: a review of key data
medium: price + efficiency.
Speakers:
• Dmitriy Andriyashkin,
Founder, Butik2.ru
• Evgeniy Malyshev,
Director,
Icon Communication

16:45–17:00 COFFEE BREAK
17:00–18:00 CLOSING PLENARY SESSION
THE SELLER,
THE MAIN LINK IN THE SALES!


Where there are the “right” people? How
to motivate them to sell more and smile
wider? How to make them want to hold
down their job? And, most importantly,
how to teach them? We will discuss two
main issues: how to create the right sales
team, and how to develop an incentive
system that meets the objectives of the
company (KPI). Plus: a review of salaries,
search sources, staffing, and incentive
schemes. As well as peculiarities of
Generation Y and their motivation.

MASTER-CLASS: SALES FORECASTING

Moderator:

• Roman Rotblat,
Commercial director, BINCO
• Mikhael Mykalo,
Ex-analyst, Wildberries

15:15–15:45 COFFEE BREAK
15:45–16:45 SALES MANAGEMENT

How to properly create a sales plan? How
to manage inventory for the season? How
to plan properly for discounted shares

• Timur Yadgarov,
Business trainer and couch,
ACG Moscow


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