“Huge potential.” Participants of Tech in Fashion about the prospects of local brands and the fashion industry in Russia

Russian entrepreneurs can cover the needs of the domestic market in modern fashionable and high-quality clothing in the next three years. At the same time, not only metropolitan businessmen, but also regional companies will be able to participate in the development of the industry, according to participants in the Tech in Fashion project at VDNKh, organized as part of Moscow Fashion Week with the support of the Moscow Innovation Agency.

“In the Russian fashion industry, Moscow is the undisputed leader – the creative industry here has been much more strongly involved in global cooperation chains for many years. At the same time, the regions are also developing – according to other chains, other models, but also quite cheerfully, ”said Alexei Bazhenov, ideologue and founder of the Beinopen Fashion Industry Development Institute.

In his opinion, cities with a population of over one million have the most prospects in this area, where global brands have not previously been represented.

“In large cities with developed architectural, engineering and marketing competencies, such as Yekaterinburg or St. Petersburg, there is a huge potential. If local brands manage to competently build cooperation chains with Moscow, which used to be predominantly turned towards the international arena, then it is in such harmony between Moscow and millionaires that a real synesthesia of Russian fashion will occur,” the expert is sure.

One of the main venues for the Tech in Fashion project at VDNKh was Pavilion No. 2 “Robostation”, where a large exhibition of existing technological developments of the domestic fashion industry unfolded. This space features unusual exhibits and fashion objects, such as a digital showcase and a “smart fitting room” where you can “put on” virtual 3D models of clothes, shoes and accessories.

Every day from June 21 to June 26 at Robostantsiya, Russian companies from the FashionTech industry introduce visitors to their projects, conduct master classes and talk about the transformation of the industry in the country and the future of the domestic fashion industry.

A separate large-scale area that Tech in Fashion guests can get acquainted with is the technology of recycling old clothes and creating raw materials for production from this type of resource. According to the organizers, the thematic exhibition aroused particular interest among students and applicants of Russian universities, many of whom in the future may become participants in the fashion industry and determine its future. All current market trends speak about the demand for such projects, project representatives note.

“The capital’s FashionTech market is represented by solutions in various segments. More than half of the companies in Moscow develop technological products for distribution and sales, while 21% of companies are directly involved in production, and 9% of companies are involved in the development of innovative fabrics and materials. Therefore, one of the tasks is to show the potential of the industry, that Moscow today is not only offline and online stores, but also many interesting technological solutions,” explained Alexei Parabuchev, head of the Moscow Innovation Cluster.

Another project site is located in the Tsifra.Technograd pavilion. There, leading fashion industry experts and business representatives hold public talks, lectures and discussion sessions, during which they share the most relevant knowledge about fashion innovations, reveal the development of the fashion industry in Russia and sustainable fashion, as well as the prospects for 3D modeling, VR technologies and NFT.

Until June 26 inclusive, more than 50 speakers from the fashion industry will speak as part of Tech in Fashion, and experts will conduct 30 master classes.

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