Anastasia Vasilkova, development director of TM Choupette, gave an interview to Radio Mediatrix. During the conversation, Anastasia spoke about the history of the brand of children's clothing, about how it was first exported and about the difficulties that a company that wants to enter the foreign market should be ready for.
The Choupette brand was created as a family business, which was aimed at creating unique and high-quality products. The company was actively developing and in 2016 entered the USA market by opening a single-brand children's clothing store in Los Angeles. Now Choupette brand is represented in 8 countries and is working on new directions.
An important step for exporting is participation in foreign exhibitions, says Anastasia Vasilkova. They can objectively assess whether the company has potential: this can only be demonstrated by a real order of buyers. It is important to accompany the participation in the exhibition with other marketing support: online and offline media and participation in events. For example, Choupette participates in international shows: in May 2019, the brand took part in the Dubai Fashion Week, and in July, a show was held on the Cote d'Azur in France.
Audience testing is also an important part of export. The brand needs to find a country where it will have enough target audience for successful sales. For example, for Choupette - this is the Middle East, Europe and South America. Now the company continues to collaborate with its partner, the well-known international brand Pampili, which produces shoes and accessories for fashion collections for Choupette. The collaboration was so successful that the Brazilian partner is ready to sell the capsule collection in their 18 local stores.
Anastasia Vasilkov noted that one of the important tools for exporting is the availability of a sufficient amount of free financial resources. In addition to taking all the strategic steps, Russian companies need to get certified, which in Europe is significantly different from the Russian one and has a high total cost, since each fiber needs to be certified. And such certification needs to be confirmed annually. The issue of logistics is also acute, which is also highly costly.
Despite all the indicated difficulties, Choupette is currently negotiating with several serious partners from different countries and plans further steps to develop foreign markets.
Listen to the full interview on the website
On January 15, as a part of the 90th international exhibition of children's fashion Pitti Immagine Bimbo 2020 in Italy, the Choupette brand introduced new collections for the fall / winter 20/21 season. Every year, Choupette presented new collections in the KidzFIZZ zone for beginners. This year, the Russian brand of children's clothing was first presented in the central pavilion along with the world's leading brands of children's fashion. It should be noted that Pitti Bimbo independently decides on the location of each brand on the site, thereby relocating Choupette to a new, larger and more prestigious area can be considered as the next international recognition in the world of children's fashion.
“We worthy represent Russian children's fashion on the international market and, despite pessimistic forecasts for the new economic year, Choupette starts it with a rather powerful presentation. The company is also preparing to open 4 new stores in a new concept, by March 2020, - comments Anastasia Vasilkova, development director of TM Choupette, - And, of course, we are very pleased that we are now representing Russia at the central site of Pitti Bimbo, we consider this distribution to be honorable and deserved. "
Pitti Bimbo is considered as one of the most fundamental and prestigious exhibitions dedicated to fashion collections for children (from 0 to 14 years old). The site is a great opportunity for participants and visitors to establish contacts, exchange experiences, negotiate, conclude mutually beneficial contracts.
The event this season was attended by 4000 buyers and fashion experts from around the world. A total of 10,000 guests were able to enjoy the atmosphere. Over 500 top brands presented their new collections.
On December 31, 2019, the grand opening of the Choupette store in the Salaris shopping center took place!
The store was opened in a new concept - "Neoclassic". A large sales area, zoning by age groups, rest zone, as well as soft light and a gentle atmosphere make the shopping process even more enjoyable.
The new company store presents a full range of products: current fashion collections, clothing for celebrations, school uniforms, clothes for newborns, christening clothes, shoes and accessories.
Enjoy amazing shopping!
Moscow, 23rd km, Kievskoe sh., D. 1
SEC "Salaris", Floor 2
Daily from 10:00 to 22:00
In December, the opening of the Choupette company store took place in the updated interior in the shopping center "1000 trifles" in Zelenograd.
Incredible fashion collections for children from 0 to 12 years old, a school uniform, dresses for celebrations, outerwear and a cozy atmosphere are waiting for you at Central Avenue, 438, shopping center "1000 trifles", 2 fl.
We are waiting for your visit!
Central Ave., 438
Shopping center 1000 little things, 2 fl.
Daily from 10:00 to 22:00