1. VI business-forum of store chain dignitaries, stores and distributors selling clothes, shoes and accessories
November 28-29, 2013, Hotel Marriott Courtyard, Moscow
THE STRUGGLE FOR SALES
Ready ideas for clothing stores, shoes and accessories
What to do?
when the sales
when major online
when orders from U.S. and
slow down or fall?
players
China continue to double?
enter the market?
Learning from best practices in the select circle OF THE NUMBER ONE DECISION MAKERS on
the market!
2 days • DOZENS of cases, discussions, seminars, workshops and brain storming! • 50 TOPspeakers • Best WESTERN and Russian experience
Also:
For the first time! Negotiating session on cooperation:
with the franchisee in regions • distributors • online superstores • shopping centers and developers
• manufacturers • fabrics and accessories manufacturers. Details are given in the program.
Fashion show of the best-selling models
The uniqueness of the show is that we asked the leading mass-market brands to not just show
goods that are already a bestseller today or will be a bestseller tomorrow, but also to comment on
selected models from the point of view of their commercial success and competitive advantages!
For the first time! Retail-tour:
Watch the most promising stores formats and concepts, accompanied by chain stores top
managers who develop them! Get first-hand comments on the effectiveness of each solution!
1

2. THE FORUM PROGRAM:
November 28, Thursday, the first day of the forum:
10.00 – Forum participants’ registration, welcome coffee
11.00 -13.00 – Opening of the forum, main plenary session
FASHION MARKET IN RUSSIA: RISKS AND OPPORTUNITIES
 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?
 Special focus on Luxury market: do the famous brands feel the changes and how do they plan to
respond to them?
In the final part of the session, there will be a FASHION SHOW OF BEST-SELLING MODELS of
leading mass-market chains participating in the meeting! Their executives will comment on reasons
for choosing a particular solution from the point of view of their brand positioning strategy and the
commercial component of its development!
13.00-13.30 - Coffee break, meeting and networking with forum colleagues and partners
13.30-14.30 – parallel sessions:
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?
RETAIL + RUSSIAN DESIGNERS = EFFECTIVE PARTNERSHIP.
Today, while looking for ways to 'separate' from competitors by providing the customer 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;
2

3. 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.
14.30-15.30 – Lunch, informal communication with colleagues
15.30- 17.00 – Special Session
PRIVATE CLUB FOR FASHION CHAINS DIRECTORS
Participation requires prior registration. Maximum number of participants - 30 people.
Only the owners and business С-suites will gather together at the round table, there being no mass media,
consulting or b2b proposals. That will be a working meeting of equal colleagues in the trustworthy
atmosphere. We shall talk about achievements and long-standing issues, about business strengths and
weaknesses, and, which is the main point, we will share the experience – the way one’s business tries to
increase its sales, taking into account its competitive environment and specifics of work.
Main Issues to Be Discussed:

What particular steps are taken by the owners of fashion networks to overcome the sales slowdown?

Is it necessary for a company to adjust its strategy and its employees’ tasks for them to correspond
to new economical conditions? What should be changed “on the very top” in the work of the central
office? How to communicate the changes to subordinate employees?

How to make a high-class service SYSTEM in the company and to make it the key competitive
advantage the competitors won’t be able to duplicate?
15.30-16.45 - The third 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.
16.45-17.00 - Coffee break, socializing with forum colleagues and partners
17.00-18.00 – The fourth plenary session
ASSORTMENT MANAGEMENT AND INTERNAL LOGISTICS: HOW IS THE MIRACLE MADE?
To meet the expectations of their customers the networks should overwhelm them with the “speed of
reaction” to their demands and with their service. They should be incredibly quick when processing the flows
of commodities, economic feasibility observed, which means maximum economy on the processes without
building-up left-over stock. How do the most successful companies achieve that? And how to use their
3

4. experience in the networks which are not so big?
17.45-18.00 – Coffee break
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. Additional information about the program, the venue
and the dress code will be announced in the next two weeks!
November 29, Friday, the second day of the forum:
09.30 – Forum participants’ registration
10.00-17.30 - parallel conferences on key issues of the fashion market “Sales Management” and “Online
sales of clothing and footwear. How to beat Amazon?”, and series of master classes.
10.00-11.00, Amphitheater hall
10.00-11.00, Varvarka hall
Sales management
Online sales of clothing and footwear
PRIVATE LABELS AS AN INSTRUMENT FOR
REVIEW OF THE BEST STRATEGIES FOR
SALES GROWTH.
E-COMMERCE
It's been more than 10 years that private labels
The competitive environment and demanding buyer,
appeared in the product range of russian retail
spoiled by all the offers, forces retailers to be flexible
chains. But considering that brand-dependance in
and adjust their strategies in line with the
the clothing and shoes market is high, CTM remains
differentiated consumer experience. The session will
a gray area on the fashion market. Who, when and
discuss how leading retailers are building their
why should think about implementing private labels
e-business, which allows them to stay one step
in the product range? Which strategy to choose?
ahead of their competitors. As well as various
What does a competitive CTM package look like – in
options for online sales: own online store - on the
terms of pricing and categories? What is an optimal
basis of already hyped player or cooperate with
balance between labels and brands? Where can you
online hypermarket? –we analyze all the “pros” and
find niche markets to fill with a competitive CTM –
“cons”!
main categories, accompanying products,
accessories, others? How to analyze customer's
preferences and predict the demand of CTM in a
chain? How to position the products? How to
promote them? Working with suppliers: Russian
manufacturers and international partnerships.
Control, straightening out
processes, accompaniment of an order and it's
execution.
11.00-12.00, Amphitheater hall
NEGOTIATIONS ON COOPERATION
4

5. 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
alternative sales channels
procurement/distribution
new sites, lease terms
placing orders for production
purchases for own collections
franchisee in the regions
cooperation with online hyperstores
distributors of clothing, footwear, accessories
shopping centers and developers
clothes, footwear, accessories manufacturers
fabrics and accessories manufacturers
Please inform the organizers, what is the most interesting for you, so that we could invite the widest range of
companies!
12.00-13.00, Amphitheater hall
12.00-13.00, Neglinka hall
12.00-13.00, Varvarka hall
Sales management
Marketing management
Online sales of clothing and
RETAIL REAL ESTATE AND
GENERATION OF
footwear
SHOP FORMATS: VITAL
MILLENNIUMS: CULTURE
OPENING OWN INTERNET SHOP
PROBLEMS AGAIN
SHOCK
Master class for those who are just
What new formats do the owners
By 2015, the generation of
about to open an online store. Step-
of the shopping centres and the
millenniums will take 75% of the
to-step practice from A to Z based
developers offer to the fashion-
jobs. And they are our target
on specific sales of clothing,
retailers? And what is the
audience in the near future. And
footwear and accessories.
economy of each format, its
exactly for this audience stores
square-meter-sales indicators?
must be fully “reconstructed”. How
The choice of the retail space:
they buy and make the choice?
how to calculate the potential
What values are they guided by?
efficiency? Breakeven results,
How to work with them? What
required performance of shop-
technological innovations will
assistance, customer traffic.
provide a WOW-effect for the
young customers and, as a result,
will provide the revenues? How to
work with young people in
general? How the leading chain
stores break their rules,
rearranging work for the new
generation?
13.00-13.30 – Coffee break, networking with forum colleagues and partners
5

6. 13.30-14.30, Amphitheater hall
13.30-14.30, Neglinka hall
13.30-14.30, Varvarka hall
Sales management
Marketing management
Online sales of clothing and
HOW TO IMPLEMENT “NEW
WHERE TO FIND NEW
footwear
ITEMS”? Merchandising, sales
CUSTOMERS?
WHAT ARE THE SOLUTIONS
motivation, POS materials…
New buyers are the life force of
THAT HELP TO SELL MORE?
How to sell related products?
any retail business. Where and
Which of the most interesting ideas
What category can earn more?
how to find new customers? What
move the commerce on the Internet
Where is their place in the shop?
is the ROI of different channels of
today? And what ideas help to deal
Plus, how to organize the
communication with potential
with specific issues: the high
checkout area?
buyers? How to build a database
proportion of returns, a lot of traffic
Unique products. What could it
of potential customers? And how
at low conversion of a website visitor
be? Related products? Hand-
the social networks act as a new
into a buyer. We discuss all the
made and custom-made
sales channel: Instagram,
interesting solutions: from the
products? Do those “widgets”
YouTube, Facebook, fashion
creation of the correct selling and
really help to “make cash”?
bloggers and celebrities.
“involving” content to findings in the
Examples of successful
delivery of the goods.
cooperation - in concrete figures.
Optional: a review of key data
medium: price + efficiency.
14.30-15.15 – Lunch
15.15-16.15, Amphitheater hall
15.15-16.15, Varvarka hall
Sales management
Online sales of clothing and footwear
SALES FORECASTING
OFFLINE + ONLINE: FUSION OF TWO CHANNELS
How to properly create a sales plan? How to manage
Conversion of offline customers into online ones. What
inventory for the season? How to plan properly for
to sell in the stone store, and what - in the network? Is
discounted shares (inter-seasonal discounts, the
it worth it to “play” with the pricing, or the price must be
latest discounts, etc.)? How to run a campaign of
common in all sales channels? Assortment - selling all
sales? Successful and unsuccessful cases. Are the
goods in all channels, or is it worth to delineate the
concepts of sales changing around the world, or are
product range? What range of goods is sold in online
they done in the same old way?
hypermarkets – “liquidating" the old, or, conversely, sell
new? And anyway, what about the stocks on the
Internet? Is there a special, separate strategy?
16.15-16.30 – Coffee break, networking with colleagues and partners of the forum
16.30-17.30 – 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
6

7. 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.
17.30 – Closing the forum
7