From March till October 2016 Fashion DNA: Ukraine business support programme for 8 selected emerging designers included intensive market entry programme led by UK mentors (Katie Rose and Krista Grundane), creative retail collaboration led by UK set designer (Philip Cooper) with an outcome in form of shop windows project at selected fashion stores in Kyiv during October edition of Ukrainian Fashion Week 2016.
This year, we have identified a gap between stockists and designers in Ukraine with limited retail opportunities for emerging Ukrainian brands. While there has been a clear shift in the market with more customers opting to buy Ukrainian designers, stores are resistant to stocking them and those that do offer only sale-or-return. This revealed a number of issues around brand/product development, sales, merchandising and lack of close collaboration of designers with retailers and stores.
Started in March 2016, second iteration of Fashion DNA: Ukraine programme invited retailers and buyers from key Ukrainian stores and expert from the UK – Matthew Murphy http://other-shop.com/about-us/ to select 8 emerging designers for business support programme. Final list included designers Ivan Frolov, Yulia Yefimtchuk, Jean Gritsfeldt, Ostel, Artem Klimchuk, Yana Chervinska, Lara Quint, Dzhus.
Following intensive market entry programme was led by UK mentors – Katie Rose (http://thebridgeco.uk/) and Krista Grundane addressing product development, range planning, costing and pricing, supply chain and sales strategy issues for emerging brands. Main purpose of this workshop was to develop market entry strategies and business plans for designers.
As culmination of this year’s programme creative retail collaboration was led by the UK designer Philip Cooper (http://www.ilovesheds.com/), local creatives and designers aimed to create an outcome in form of shop windows project at selected fashion stores in Kyiv during October edition of Ukrainian Fashion Week 2016:
- Corners Concept Store, 9-19 Vozdvizhenskaya St
- Asthik – 7a Lesya Ukrainka Blvd.
- XXwhyism 34 Shota Rustaveli St