News
26 FEBRUARY 2006
Now designer’s clothes are available for all Ukrainians
Since February,21 the first industrial collection in the history of Ukrainian fashion industry — AleXX Fashion&Victor Anisimov — came out in a trading network TUSO. The exclusive spring-autumn collection of Victor Anisimov (was presented by the Ukrainian designer in festivals «Kiev Podium» and Russian Fashion Week in October,2005) was produced and adopted to mass tailoring by a specially created designer’s center during last three months. By this moment, any Ukrainian designer could hardly brag about large-scale sales. First of all, it turned out this way for lack of mass production and developed distribution as well. Putting ALeXX Fashion brand on the market is supposed to change this dismal tendency.
Yulia Lukashenko, the commercial director of TUSO:
«It was hard to adjust the collection. However, Victor Anisimov is full of ideas, which actually enable the collection to allure a customer, to interest and induce him to buying. It’s impossible to attain all this without design ideas. During adaptation specialists, who worked on the collection, could perceive these ideas and construe them so that they haven’t lost significance after the adaptation process. In some models the idea, put in by the designer, was 60–80%, in others-90%. We merely left many of them identical to a sample. It points out that these models were completely ready to mass tailoring. At the same time, there were various ideas, which we used as clothes trimming. Certainly, it was the first experience in commercial introduction and the designer will probably get his benefit and take a particular approach in production of a collection for the future commercial variant. It’s very likely that this collection will demonstrate to us that we’ll be able to use more daring design, more expensive prints, decorations and trimmings. We are sure in a high sales level in Dniepropetrovsk and Kiev, because in these cities there is always a rush demand for youth clothing».
The collection fabrics differ from exclusive ones since one of chief tasks in fabric selection was to withstand a cost category. Tailoring process was running in Ukraine. The collection is completed so that customers may easily combine a top and a lower part. This kind of capsular building provides enables to choose weighing out, when clothes are completed, but not presented separately.
Alexander Sokolovsky , director-general of «Textiles-Contact»:
«I consider that a given collection is a very successful and complete mix. The main thing is that this clothing is available and on sale not only in Kiev but allover Ukraine as well. I hope this project will continue and develop over and over. Many things depend on the way clients’ apprehending it”.».
The chief colour of the exclusive collection was black, the color palette for mass market contained black, brown, beige and pink as well as light pink. In sum the commercial collection includes about 30 models (trousers, jackets, sun-dresses, t-shorts). Price of models is from 100 to 326 hryvnias. The collection will go on sale in Kiev, Donetsk, Dniepropetrovsk and Mariupol(Tuso network) nearly from February,20, and will be regularly replenished with new models up to April. Clothes are presented in size range ending with size 48, but in future they plan enlargement to sizes 50–52 . At present, there are no accessories in the collection, but they will definitely come into the next collection.
Victor Anisimov, designer:
«It would be interesting to know how the collection sales will be running. It’s directed toward ordinary customers, but I always directed my attention toward somewhat other in the design collections. I didn’t advise the design center, but just demonstrated the autumn collection on a podium, thus I proposed spring-summer tendencies 2006».
ALeXX Fashion&Victor Anisimov collection is only for women and takes account of 16–35 aged audience. Although there was ALeXX Fashion brand collection of men clothes, worked out by VD one design center,which is also presented in TUSO network.
Andrei Romanyuk, brand manager of ALeXX TM:
«We were very glade to announce in 2005 that the first affordable design collection will appear in Ukraine with the support of ALeXX TM. For the first time in our country design clothing comes to mass tailoring and all comers can buy it. We first try ourselves in fashion industry exactly like in business. It turned out so because we deal with partners, who are experts in this field, especially with «Textiles-Contact» company. Cooperation with leading Ukrainian designers made us sure, that this project will be prosperous. For this moment, we have got three pieces of bespoke tailoring and collection sales, which are good characteristics for a sufficiently novel project. We should mention that except mass tailoring, an exclusive one was also realized and exclusive models find their market as well. The successful release of the collection in Russian Fashion Week, Moscow confirms this fact. Moreover, the collection was presented in Germany. We hope to secure an order from there, too. However, the exclusive part of the collection constitutes only 20% of the total volume and is a section of the advancement program and stimulating demand for ALeXX TM. We suppose to get a profit exactly by mass collection sales. We plan further cooperation with leading Ukrainian designers as well as designers unions in creation of interesting and practical collections. Particularly, such companies as VD one and TUSO work in this wayCooperation with leading Ukrainian designers made us sure, that this project will be prosperous. For this moment, we have got three pieces of bespoke tailoring and collection sales, which are good characteristics for a sufficiently novel project. We should mention that except mass tailoring, an exclusive one was also realized and exclusive models find their market as well. The successful release of the collection in Russian Fashion Week, Moscow confirms this fact. Moreover, the collection was presented in Germany. We hope to secure an order from there, too. However, the exclusive part of the collection constitutes only 20% of the total volume and is a section of the advancement program and stimulating demand for ALeXX TM. We suppose to get a profit exactly by mass collection sales. We plan further cooperation with leading Ukrainian designers as well as designers unions in creation of interesting and practical collections. Particularly, such companies as VD one and TUSO work in this way».
The collection will be on sale on the territory of TUSO, which will be branded by ALeXX Fashion&Victor Anisimov. All garments will be labeled with ALeXX Fashion&Victor Anisimov brand. In view of coming-in of the collection, from February, 23 till March, 8 in TUSO boutiques in Kiev and Dniepropetrovsk there will be held an action: if you buy ALeXX Fashion clothes to the sum of 300 hryvnias , you receive ALeXX Gold cognac in a special barrel as a gift.
On March,20 within the bounds of «Ukrainian Fashion Week» there will be held a new exclusive ALeXX Fashion&Victor Anisimov autumn-winter 2006–2007 collection, which will be also adapted to mass tailoring and available for most Ukrainians.
ALeXX Fashion is the new promising brand of great future. Fashion brand ALeXX Fashion was set-out in spring 2005. Within the bounds of the international contest of one dress «Crystal Silhouette» ” they showed an exclusive dress of a famous Ukrainian designer Taras Kraskin (at the cost of $6,000). ALeXX TM is the first creative cognac in Fusion stile produced by APC Tavria to change all pre-existing stereotypes in its perception, tasting and presentation. ALeXX TM is the famous Ukrainian cognac brand, which owing to its creative constituent, unordinary advancement approaches and active participation in cultural reverberatory projects, exceeded the bounds of ordinary cognac and turned into real trends: ALeXX Fashion, ALeXX Cinema and others.
