Moscow 2020 – our entry into the Russian market

“Dobry den!” We kept hearing this – ‘good day’ – as we arrived in Moscow Sheremetyevo Airport in February 2020. It was Klaudia’s very first time in Russia, and it was a great effort, especially considering the circumstances. But I haven’t said anything about these yet – what exactly were we doing in Moscow?

Every season, the German pavilion is represented in the Expocenter Moscow by CPM Düsseldorf, one of the biggest fashion fairs in Germany, in co-operation with Die Textilwirtschaft (The Textile Industry), Germany’s leading trade magazine for the fashion sector. Together, they support emerging labels by providing a stand at a discounted rate, giving five emerging German brands the chance to showcase their collections to Russian fashion buyers. This makes them the “Labels To Watch” by Die Textilwirtschaft.

We spent almost a week in total in Moscow, and learned a lot about the market and culture. What we definitely know: the fashion sector in Moscow loves to throw parties, something we saw first-hand at the launch. But that didn’t stop us from tending to our stand or networking with national and international industry colleagues over the following days. Our Fall/Winter 2020 was extremely well-received, we had a lot of interest from both small boutiques and larger chains, and we have high hopes that this will lead to many orders.

But what was the most important thing we learned? Quality and love for details are more in demand than ever. Customers praised us for our fabrics, the cut of our suits and dresses, and our sustainability and fairness of our production process. We are proud that we can truly say we stand for these values, and that they have been perceived and valued accordingly.

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