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For the first time, the Workshop of Fashion Hub Showroom Kids: a New Format for Presenting Children’s Products has taken place within the CJF 2023 exhibition at Expocentre Fairgrounds. The event was organised by EXPOCENTRE AO in partnership with the Centre for Competence Development in the Fashion Industry of the Plekhanov University of Economics. 

Georgy Rostovshchikov, founder of Fashion Hub Russia, FHub Showroom, President at the International Association of Buyers, told about the launch of Hub Showroom Kids, the first pool of children’s brands on the basis of one of the largest showrooms of Russia - FHub Showroom last December.

The children's showroom will now take place twice a year and bring together up to 50 of Russia's best children's brands. Not only children's clothes, but also children's cosmetics and perfumes, books for children and children's furniture will be presented. It was noted that the market and trends are changing rapidly and it is not easy to select the right brands.

The main objective of the project is to introduce Russian buyers to new children's brands and products, and to integrate Russian brands into key local and international retail.

"For me, as a buyer, expanding the range to children's was a huge step. I used to think it was easy, but it's a huge effort and it's the most challenging segment in my opinion," shares Georgy Rostovschikov.

Ivan Isaev, partner of FHub Kids and owner of the Little Fashion model agency for children and the LF Blog portal about children’s fashion, explained the importance of a brand understanding which audience it is working with - parents or children. Accordingly, there will be different ways to promote. "A big mistake for a children's brand is when it works with one agency or one model. This is wrong because it is just a single seed," says Ivan Isayev. In his opinion, the reach of the audience should be increased by working with several agencies, thereby increasing recognition on social networks, as many different people will be PRing the product.

‘Viral marketing’ as a way of attracting customers is not used by brands in the Russian Federation, although this method of promotion works. "Most children consume what has been foisted on them," Ivan Isaev is sure.

According to the founder of the project, fashion is international and does not depend on what people belong to. As for children, they change quickly, they want to be modern. Forming a culture of consumption in children is key.

Press Service, EXPOCENTRE AO