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Не закрыть свое дело в 2022-м — уже супергеройство. Нашлись и те, кто вопреки обстоятельствам запустился с нуля или грандиозно масштабировался. Представляем доску почета сплоченных команд российского фэшн-комьюнити — считаем, что люди определяют успех компании не меньше, чем гениальная бизнес-идея. Короче, всем премию! Все-таки конец года…
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В конце 2022-го команда ЦУМа запустила собственный ресейл-проект — приложение Tsum Collect, где можно покупать и продавать люксовые вещи. Лоты отбираются кураторами ЦУМа, все только новое или в отличном состоянии, аутентификация тоже осуществляется силами команды, а ее опыту мы безоговорочно доверяем. Короче, во всем, от селекта до доставки, чувствуется уровень. Кроме онлайн-платформы особенные вещи выставляются в специальном пространстве на третьем этаже универмага — приходите позалипать среди раритетного old Céline.
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Екатеринбургский бренд вышел на новый уровень: теперь Ushatáva называет себя экспериментальным модным домом. В прошлом году к команде присоединился Санан Гасанов, выпускник Антверпенской академии изящных искусств, работал в A.F. Vandevorst, занимался запуском AZ Factory Альбера Эльбаза. Сейчас он разрабатывает коллекции вместе с соосновательницей Нино Шаматава. Сентябрьский показ, посвященный другу бренда Дачи Зухбая, невозможно было смотреть без мурашек. Как и новую коллекцию Old but gold — красивое напоминание о том, за что мы на самом деле любим моду (ответ: за эмоции и мастерство).
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Е-commerce, который мы действительно заслужили! Весной 2022-го запустился Nuself — не просто модный онлайн-магазин, а полноценное лайфстайл-медиа. Основательница — Ольга Паскина, которая в прошлом была гендиректором «Национальной Медиа Группы» и возглавляла холдинг «Профмедиа». К себе в команду она набрала таких же мегапрофи: дизайн разрабатывает Лена Сидорова, арт-директор закрывшегося Elle, бьюти-закупкой занималась Анастасия Федорова из Cosmotheca, директором по фэшну на старте была Юля Гесюк из ЦУМа. Большая экспертиза легко считывается и по бренд-листу с очень приятными незаезженными марками: Rohe, Aeron, Lebrand, Dear Frances, Hereu. Отдельная благодарность за по-настоящему крутой селект локальных проектов: Vatnique, Naked Shoulders, Homies, PêcheandBeige — некоторые из брендов сделали специальные коллекции для Nuself.
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Начать можно хотя бы с того, что в прошлом году в команде ресейл-проекта было 20 человек. К концу 2022-го — их больше ста. Еще Oskelly запустил проект Beegz со streetwear-редкостями, консьерж-сервис и — wow! — открыли двухэтажный магазин в Столешниковом. И это мы еще не сказали про планы команды выйти на дубайский рынок в 2023-м... Oskelly International быть!
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Уже третий ресейл-проект в нашей подборке, которым мы гордимся. В феврале девушки-основательницы The Cultt привлекли инвестиции в размере 300 000 долларов. Из других хайлайтов 2022-го — The Cultt запартнерились с маркетплейсом «Яндекса», а еще запустили новое направление: теперь у них можно купить украшения. Команда и оборот компании увеличились в три раза — всего The Cultt помог заработать своим продавцам 131 миллионов рублей. Еще нам просто хотелось поблагодарить команду за крутую живую коммуникацию с аудиторией: чего только стоят съемки с бабушками!
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Весной проект команды The Blueprint — витрина The Blue Store — превратился в большую платформу поддержки независимых модных и бьюти-марок, которые после февральских событий столкнулись со множеством трудностей. Чуть ли не каждый день ассортимент раздела обновлялся локальными проектами, отобранными редакцией, — в итоге бренд-лист включал около 200 марок. Уже спустя полгода открыл свои двери самостоятельный онлайн-магазин Bluestore.ru и камерное пространство Blue Store в самом модном дворе Столешникова. Смело заверяем: это самая модная селекция локалов в одном месте.
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Сегодня у российского массмаркета около ста магазинов по России — на секундочку, столько не было даже у Zara. В этом году открылось девять новых точек, плюс в нескольких магазинах провели реконструкцию с расширением — Lime в «Авиапарке» теперь занимает 1 500 квадратных метров. Российский проект, основанный бизнесменом Дмитрием Хохловым, может спокойно импортозаместить ту же ушедшую «Зару». В сезоне осень-зима 2022 ассортимент Lime увеличился на 30%, бренд запустил линию нижнего белья, в первом квартале 2023-го появится коллекция обуви. А еще подана заявка на регистрацию товарного знака Lime Home.
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