MOSCOW — The 20th Collection Premiere Moscow (CPM), which took place at Moscow’s Expocenter from Feb. 26 to March 1, attracted 19,800 visitors, up from 19,250 in the fall.
More than 14 percent of visitors to the show traveled from 24 countries outside of Russia to see what brands had to offer, with the majority of those visitors coming from Eastern European members of the European Union. Other areas showing increased representation included South and Central America.
The show also saw increased visitors from the regions of Russia. The number of buyers traveling from the far eastern district, representing cities like Khabarovsk, increased to almost 700. The number of visitors from St. Petersburg also doubled, to nearly 2,000.
For the first time, the U.S. Department of Commerce’s Office of Textiles and Apparel sponsored a Made in U.S.A. sample booth at the show.
The seven brands displayed at the booth ranged from New Balance, which is already widely distributed in Russia, to Tayion Collection, a Michigan-based men’s wear company.
Montee Tayion Holland, chief executive officer of Tayion Collection, said he was excited to take part in CPM. “I know that Moscow has a very fashion-forward society. They have lots of millionaires and billionaires here, and I want to penetrate this market because I believe they have a need for a fashion men’s suit,” he said.
“It’s funny [buyers at CPM] are not as interested in the lower price point, as much as they are in the higher price point,” he noted. “I’m not used to hearing those types of things, because the American market calls for…a tight-margin, price-point-driven type of garment.”
Tayion Collection called the collaboration with OTEXA “a match made in heaven” and reported that they had already had four or five “very successful” meetings. “We’re certainly moving in the right direction,” Holland said.
Kim-Bang Nguyen, director of export promotion, supply chain and logistics at OTEXA, said she saw “huge potential” in Russia for U.S. apparel. “It’s just a matter of finding the right people, the right distributorship to promote ‘Made in USA,’” she said.
“I’m trying to think of what kind of after-show support I can give the companies for them to follow up. It’s not a one-step thing,” Nguyen added. “So we hope that we can either come back next year with a new wave of designers and companies, or with the same as they try to penetrate the market.”
CPM also saw an increased number of visitors from the regions and neighboring CIS states. A number of brands like Napapijri visited the fair with the goal of expanding market share outside of Moscow and St. Petersburg.
An Italian brand owned by VF Corp., Napapijri already has seven monobrand stores in Moscow and St. Petersburg, including one in the famous GUM mall on Red Square. Representatives of the brand said that to grow their already high turnover in Russia, they needed to expand into markets further afield.
American Beauty, the exclusive distributor of American swimwear brands Vitamin A and Beach Bunny, took part in CPM to increase turnover across Russia’s nine time zones as well.
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