18 6th BUSINESS FORUM OF STORE CHAIN DIGNITARIES, STORES AND DISTRIBUTORS SELLING CLOTHES, SHOES AND ACCESSORIESNOVEMBER 28–29, 2013 | HOTEL MARRIOTT COURTYARD, MOSCOW

NOVEMBER 28, THE FIRST DAY OF THE FORUM

09:30 FORUM PARTICIPANTS’ REGISTRATION, WELCOME COFFEE

11:00–13:00 OPENING OF THE FORUM, MAIN PLENARY SESSION (GRAND COURTYARD HALL)FASHION MARKET IN RUSSIA: RISKS AND OPPORTUNITIES• Special presentation: Economy andconsumption.Whatshouldbe ready toRussianentrepreneurs?

• Developing consumer goods manu­facturing in Russia. The outlook bythe Ministry for solutions stimulatingdomestic production of clothing,footwear and accessories according tothedemandsofthemodernretailchains.

• The most accurate analytics to start aconversation: the dynamics of clothingand footwear sales in Russia and inthe world? What is really going onwith consumer demand and personalincomes?Howwillitaffectsalesinthefuture? Analysis of the market impactof online orders from abroad andinternationalInternetgiants’appearanceonRussianmarket.Whattobereadyfor?

• Numberonedecisionmakers’commentsof the largest chain stores and onlinestores selling clothes and footwear inRussia:howtoassessthemarket,whatarethemainpossible threats for the futuredevelopment?Opportunitiesforgrowth?Whatoperationalchangesareplannedtobeintroducedundertheinfluenceofneweconomicandsocialchallenges?

Moderator:

•  Edward Ostrobrod, Vice­president,SELA

Speakers and panelists:

•  Denis Pak, Director oftheDepartmentofStateregulationofinternaltrade,MINPROMTORGRussia

•  Igor Nikolaev, Partner,PKF,director,TheInstituteofstrategicstudiesandanalysis

•  Ivan Fedyakov, Generaldirector, Infoline

•  Evgeniy Lavrov, Retail­director, JeansSymphony

•  Yuriy Siparov, Generaldirector, Imelda(Belorussia)

•  Ekaterina Soyak, Generaldirector, E.M.T.G.

•  Oleg Kruchinin, President, UkraineRetailAssociation

•  Ruben Arutyunyan, Ownerandpresident,HendersonRussia

•  Igor Barsukov, Generaldirector, Lady&Gentlemen

•  Natalya Kondrashina, Commercialdirector, FinnFlare

13:00–13:30 COFFEEBREAK, MEETINGANDNETWORKINGWITHFORUM COLLEAGUES AND PARTNERS

13:30–14:30 PARALLEL SESSION (GRAND COURTYARD HALL)HOW MUCH DO 7 MINUTES COST?Itisknownthat7minutesisthemaximumtime for a buyer to feel comfortable inthe queue. And 50% of goods are NOTpurchased, if the waiting time exceedsthis limit. At check­out, in the dressingroom… Can you afford to lose almost50% of those nearly made sales? If not,this session is for you!We discuss:whatsolutions and technological advancesallowtodaytoincreasetheaveragecheckandreduceservicetimeforbuyers?Howto speed up the purchase process fromdressingroomtocheck­out?Improvethestaff efficiency and speed in each store?And,mostimportantly,howtoimplementthosesolutionsinyourbusiness?Speakers and panelists:

•  Ruslan Ilyasov, Generaldirector, retailchainPrimorosso

•  Inga Nahmanson, Generaldirector, FittingRealty

•  Maria Gerasimenko, Generaldirector, CleverFashion

•  Dave Judge, Executiveandcreativedirector,StartJG(London)

13:30–14:30 PARALLEL SESSION (NEGOTIATION HALL)ROUND TABLE: RETAIL + RUSSIAN DESIGNERS = EFFECTIVE PARTNERSHIPToday,whilelookingforwaysto'separate'from competitors by providing the cus­tomer with unique, batch product range,manyretailownersaretryingtoestablishpartnerships with russian designers. Butdespitethemutualinterest,apartnership,profitable for both parties, is a rarecommodity. How to build a commerciallyeffectivepartnership?Letdiscussthewhole

spectrum of questions: how to evaluateand choose a designer; whose productswillmatchyourtargetaudienceand'makethecounter';howtocontroltheprocessofmanufacture and launch of a collection;howtomotivateacreativeteam.Weinvitebothsidesoftheprocesstothediscussion,inordertofindouthowtobuildalogicalprogressionforacooperation.Speakers and panelists:

•  Elena Kogel, Founder,modeliery.ru

•  Svetlana Komissarova, Leadingteacher, MoscowFashionAcademy

•  Andrey Yakobi, Directorfashioncompany RealProfitGroup

•  Yulia Myatkovskaya, SeniorDesigner F5Company

•  Vitaliy Gordon, Managingdirector, SundayUpMarket

•  Oksana Vencislitskaya, Headdesigner,oneofthebiggestFashionretailchain

14:30–15:30 LUNCH, INFORMAL COMMUNICATION WITH COLLEAGUES

15:30–17:00 SPECIAL SESSION (NEGOTIATION HALL)PRIVATE CLUB FOR FASHION CHAINS DIRECTORS The discussion main topics:• Howtoconveythebrandandcompanyvalues to all the employees, includingsalespeople in the store, whichbroadcast them to customers? Whatyouneedtochange“atthetop”,inthecentraloffice,forallofyouremployeescanworkasanunited,inspiredteam?

• Features to manage “creative” team:buyersanddesigners.Howandwheretolookfortherightpeople,howtodirecttheir creative skills in the commercialmainstream,howtoteachanddevelop?Whatkindofincentivesystemtocreatetomaketheteamreallyresponsiblefortheresult?

• SERVICEistheonlythingthatcanmakeadifference.Howtobuilda“A+”uniqueservice in the company? And to makesureyourcompetitorsdonotcopyyou?

Moderators:•  Andrey Kalmykov, Generaldirector, TradeHelp

•  Timur Yadgarov, Businesstrainerandcouch,ACGMoscow

THE FORUM PROGRAM

19 6th BUSINESS FORUM OF STORE CHAIN DIGNITARIES, STORES AND DISTRIBUTORS SELLING CLOTHES, SHOES AND ACCESSORIESNOVEMBER 28–29, 2013 | HOTEL MARRIOTT COURTYARD, MOSCOW

Speakers and panelist:•  Petr Malkin, Managingdirector, SintaGamma

•  Ruslan Ilyasov, Generaldirector, retailchainPrimorosso

•  Arman Tataryan, Commercialdirector, DeltaSportUkraine (Nike,Mexx,NewLook)

•  Oleg Gruzdev, CEO&FounderofGalleryFashionForumandStarlettepret­a­portershow­room

15:30–16:45 PLENARY SESSION (GRAND COURTYARD HALL)LOYALTY PROGRAMS. HOW SMART BRANDS GAIN PROFITS Companiesthatareabletocollectcustomerdata across all channels (traditionalshopping,onlinecommerce)andusethemto forecast sales, may, on average, triple(!!!) their revenues. But the data per segivesnothing.Thekeytosuccessistouseitsmartlyindailycommunicationwiththebuyer—ine­maillists,callcenteractivityanddirectlyatthestore.Itisaqualitativeanalysisthatgivesanopportunitytobuildthe most effective marketing campaign,makebreakthroughsinmerchandising,andcreateforabuyeraspecialexperienceofinteractionwiththebrand.Thesessionwilldiscuss the most current developmentsin the field of customer experience: howtheywork,howmuchtheycost,andhowtocalculatetheefficiencyoftheiruse.Thesessionwill startwithaspecialpre­sentation from Lorna Hall, WGSN's Headof Retail&Strategy, “Fashion Retail&In­novation Trends”. Lorna Hall will pres­ent key themes driving change in thefashion retail business. Exploring globaltrendsacrossretailbusinessculture,store design, shopper experience as well aslookingaheadatthenextbigtrends;withbestpracticeexamplesand ideas togiveyouacompetitiveedge.Moderator:

•  Vladislav Us, ChiefEditor,loyaltylibrary

Speakers and panelist:

•  Giulio D'Erme, Generaldirector, TriumphInternational

•  Olga Narozhnaya, Marketingdirector,Colin’s

•  Alyona Mironova, Ex­headofPR&SMMdepartment,Wildberries

•  Vincent Lutens, MarketingDirector ofKupiVIPHolding

•  Lorna Hall, HeadofRetail&Strategy,WGSN

•  Julia Dutey, Marketingdirector, TMHFGroup

16:45–17:00 COFFEEBREAK, SOCIALIZING WITH FORUM COLLEAGUES AND PARTNERS

17:00–18:00 PLENARY SESSION (GRAND COURTYARD HALL)LOGISTIC: WHAT TO PLAN FOR TOMORROW?Today, for surviving and development inthecurrentcircumstances,itisnecessaryto have a flexible businessmodelwhichwill ensure the effective assortmentmanagement,aclearlogisticsandrelevantto business objectives of informationsupport. To predict all the wishes ofbuyers,companieshavetohittheir"speedof response" and the services. How themostsuccessfulcompanieshaveachievedthis?Andhowtousetheirexperienceformiddle and small companies — becausethebusinesslandscapeisverydifferent.Speakers and panelists:

•  Joaquin Villalba, Fashionretailprofessional. HehasovertenyearsexperienceinsupplychainsincludingfouryearsattheforefrontofoperationsmanagementatZara­INDITEX,whereheheldseveralcorporatepositionsincludingHeadofEuropeanLogisticsOperations.

•  Julia Ezhova, Logisticdirector, LeviStraussMoscow

•  Carlos Joaquin Samper, ExecutiveDirector,SupplyChainManagement,O’stinSportmasterGroup

18:00 TRANSFER TO THE VENUE OF THE EVENING RECEPTION FORUM FASHION RETAIL RUSSIA (TRANSFER FROM THE MAIN ENTRANCEOFTHEHOTEL). 19:00 – START OF EVENING RECEPTION. DRESS­CODE–EVENING.

THE FORUM PROGRAM

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NOVEMBER 29, THE SECOND DAY OF THE FORUM09:30 FORUM PARTICIPANTS’ REGISTRATION

10:00–11:15 PLENARY SESSION (GRAND COURTYARD HALL)GENERATION OF MILLENNIUMS: CULTURE SHOCKBy 2015, the generation of millenniumswilltake75%ofthejobs.Andtheyareourtarget audience in the near future. Andexactly for this audience storesmust befully “reconstructed”. How they buy andmake the choice? What values are theyguidedby?Howtoworkwiththem?Howtheleadingchainstoresbreaktheirrules,rearrangingworkforthenewgeneration?Moderator:

•  Maria Gerasimenko, Generaldirector, CleverFashion

Speakers and panelists:

•  Tamara Tanatarova, Marketingdirector,Gretta

•  Olga Narozhnaya, Marketingdirector,Colin’s

•  Alyona Mironova, Ex­headofPR&SMMdepartment,Wildberries

•  Andrey Mamontov, Retailexpert

•  Alexey Katsalukha, Co­owner «Oh,my»

11:15–12:30 NEGOTIATIONS ON COOPERATION (GRAND COURTYARD HALL)For the first time in Fashion Retail &Distribution forumwewill hold sessionsof negotiations on cooperation betweenexecutives of the network sellingclothing, footwear and accessories andtheir partners! C­level executives fromboth parties provide an interestingand effective dialogue that creates apartnershiponacompletelynewlevel!

NEGOTIATING GUIDELINES: • developmentoftheregional markets<—>franchiseeintheregions

• alternativesaleschannels<—> cooperationwithonlinehyperstores

• procurement/distribution<—> distributorsofclothing,footwear,accessories

• newsites,leaseterms<—>shoppingcentersanddevelopers

• placingordersforproduction<—> clothes,footwear,accessoriesmanufacturers

• purchasesforowncollections<—> fabricsandaccessoriesmanufacturers

12:30–13:30 DISCUSSION SESSION (GRAND COURTYARD HALL)COMMERCIAL REAL ESTATE AND ECONOMY FORMATS What current formats exist today and,moreimportantly,whatistheireconomy?Analyzing the main differences andperspectives of each format in termsof commercial success and sales persquare meter. Realizing who and underwhat circumstances should think aboutchangingtheformat.Andwhatisthepriceofthisquestion?

Speakers and panelists:

•  Anna Kmitina, Managingdirector, ECCORos

•  Igor Barsukov, Generaldirector,Lady&Gentlemen

•  Andrey Gorb, HeadofbrandsdevelopmentKarenMillenandOasis

12:30–13:30 ONLINE SALES OF CLOTHING ANDFOOTWEAR(VARVARKAHALL)OPENING OWN INTERNET SHOPMasterclassforthosewhoarejustaboutto open an online store. Step­to­steppracticefromAtoZbasedonspecificsalesofclothing,footwearandaccessories.Speakers:

•  Vitaliy Panarin, Projectmanager, OTTOGroup

•  Alexey Salychev, Headofe­commercedepartment,brandLoveRepublic,MelonFashionGroupCompany

13:30–14:15 LUNCH

14:15–15:15 SALES MANAGEMENT (GRAND COURTYARD HALL)HOW TO IMPLEMENT PL AND “NEW ITEMS”? MERCHANDISING, SALES MOTIVATION, POS MATERIALS… How to sell related products? Whatcategory can earn more? Where is theirplace in theshop?Plus,how toorganizethecheckoutarea?

THE FORUM PROGRAM

6th BUSINESS FORUM OF STORE CHAIN DIGNITARIES, STORES AND DISTRIBUTORS SELLING CLOTHES, SHOES AND ACCESSORIESNOVEMBER 28–29, 2013 | HOTEL MARRIOTT COURTYARD, MOSCOW

6th BUSINESS FORUM OF STORE CHAIN DIGNITARIES, STORES AND DISTRIBUTORS SELLING CLOTHES, SHOES AND ACCESSORIESNOVEMBER 28–29, 2013 | HOTEL MARRIOTT COURTYARD, MOSCOW

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Uniqueproducts.Whatcoulditbe?Relatedproducts? Hand­made and custom­madeproducts?Do those “widgets” reallyhelpto“makecash”?Speakers:

•  Natalya Tasalova, Generaldirector, GNNFashionTradeGroup

•  Maria Gerasimenko, Generaldirector, CleverFashion

•  Anna Balandina, Managingpartner, FCGCreativeLab

•  Elena Kabanova, Ex­marketingdirector“SnowQueen”,RetailAtelierPartner

14:15–15:15 ONLINE SALES OF CLOTHING AND FOOTWEAR (VARVARKAHALL)E-COMMERCE STRATEGIES FOR FASHION RETAILThecompetitiveenvironmentanddemand­ing buyer, spoiled by all the offers, forcesretailers to be flexible and adjust theirstrategies in line with the differentiatedconsumer experience. The session willdiscusshow leading retailers arebuildingtheire­business,whichallowsthemtostayonestepaheadoftheircompetitors.Moderator:

•  Vadim Shadrin, Fashionretailexpert,ex­headoffranchisingdevelopmentdepartment,JamilCo

Speakers:•  Fabio Meloni, HeadofBuying,LaModa

•  Olga Lomko, Commercialdirector,RUTaoBAo

•  Georgiy Nikolaychik, Chairmanoftheboard ofdirectors,“Budumamoy”

•  Roman Rotblat, Commercialdirector,BINCO

•  Mikhael Mykalo, Ex­analyst,Wildberries

15:15–15:45 COFFEEBREAK

15:45–16:45 SALES MANAGEMENT (GRAND COURTYARD HALL)MASTER-CLASS: SALES FORECASTINGHowtoproperlycreateasalesplan?Howtomanageinventoryfortheseason?Howto plan properly for discounted shares

(inter­seasonal discounts, the latestdiscounts, etc.)?How to run a campaignof sales? Successful and unsuccessfulcases.Aretheconceptsofsaleschangingaroundtheworld,oraretheydoneinthesameoldway?Speakers:

•  Julia Veshnyakova, Generaldirector, RetailTechnologyAcademy

•  Oleg Gruzdev, CEO&FounderofGalleryFashionForumandStarlettepret­a­portershow­room

15:45–16:45 ONLINE SALES OF CLOTHING AND FOOTWEAR (VARVARKAHALL)WHERE TO FIND NEW CUSTOMERS?Newbuyersarethelifeforceofanyretailbusiness. Where and how to find newcustomers? What is the ROI of differentchannelsofcommunicationwithpotentialbuyers? How to build a database ofpotential customers?Andhow the socialnetworks act as a new sales channel:Instagram, YouTube, Facebook, fashionbloggers and celebrities. Examples ofsuccessful cooperation — in concretefigures. Optional: a review of key datamedium:price+efficiency.Speakers:

•  Dmitriy Andriyashkin, Founder,Butik2.ru

•  Evgeniy Malyshev, Director, IconCommunication

16:45–17:00 COFFEEBREAK

17:00–18:00 CLOSING PLENARY SESSION (GRAND COURTYARD HALL)THE SELLER, THE MAIN LINK IN THE SALES! Where thereare the “right”people?Howtomotivate themtosellmoreandsmilewider? How tomake themwant to holddown their job? And, most importantly,how to teach them?Wewill discuss twomainissues:howtocreatetherightsalesteam, and how to develop an incentivesystem thatmeets the objectives of thecompany(KPI).Plus:areviewofsalaries,search sources, staffing, and incentiveschemes. As well as peculiarities ofGenerationYandtheirmotivation.Moderator:

•  Timur Yadgarov, Businesstrainerandcouch,ACGMoscow

Speakers and panelists:

•  Anton Belogorodov, HR­director, BoscodiCiliegi

•  Julia Veshnyakova, Generaldirector, RetailTechnologyAcademy

•  Alexandra Tsoy, Deputygeneraldirector, MFCompany

•  Anna Belikova, Generaldirector, Job­in­fashon

•  Nina Tarasova, Businesstrainer

18:00 CLOSING THE FORUM

THE FORUM PROGRAM