EKATRINA KUKHAREVA

WOMENS OCCATIONAL KNITWEAR COLLECTION SPRING / SEUMMER 2013

PRODUCT STRATEGY

ADHINI ANUPIKA DE SILVA 081209E LEVEL IV B.DES.(FASHION DESIGN AND PRODUCT DEVELOPMENT) UNIVERSITY OF MARATUWA
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ACKNOWLEDGEMENT It is great pleasure to thank all those who contributed their inputs to make this dissertation a success. Special thanks to Dr.Nirmali De Silva and all the staff members of the Department of Textile and Clothing technology at University of Moratuwa who directed and encouraged me to do this dissertation. It is with immense gratitude and honor that I appreciate the invaluable service of my supervisors Ms. Nisanka Kumarasinghe and Mr.Sumith Gopura for their guidance, support and encouragement. My thanks are also extended to my parents, sister and senior students who gave their advices & assistance during the preparation of this thesis. All the support given to me is greatly appreciated.!!!!!!!!!!!

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CONTENT Page no Acknowledgements Executive Summary Table of contents List of Figures 05 List of Tables Figures 06 CHAPTER 01 INTRODUCTION..08 CHAPTER 02 MARKET 09 - 12 RUSSIA 02 07

2.1 RUSSIAN DEMOGRAPHICS ..09 2.1.1 Russian lifestyle & behaviors ..09 2.2 OVERVIEW OF RUSSIAN ..10 2.2.1 Growth of Russian Fashion ..10 -11 MARKET Market

2.3 PEST ANALYSIS .. 12 CHAPTER 03 CUSTOMER .13 - 16 3.1 TARGET CONSUMER .. 13 SEGMANTATION

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3.2 Customer Segment 13-14 3.2.1 Rogers Diffusion of innovation .. 15

Variables Curve

3.3 CUSTOMER PROFILE . 15 3.4 CUSTOMER MOOD BOARD .. 16 CHAPTER 04 BRAND 1726 4.1 BRAND OVERVIEW .17 4.1.1 Aim of the Brand 18 4.1.2 Significant of the Brand 18 4.1.3 Brand Life Cycle ..18 4.1.4 Product Categories and Price Ranges .19 4.1.5 Market Level . 19 4.2 BRAND ONION 20 4.3 SOWT ANALYSIS ..21 4.4 BRAND COMPETITION 22 4.4.1 Competitiveness 23 4.5 MARKET POSITIONING ...24 4.6 GAP ANALYSIS 25-26

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CHAPTER 05 NEW PRODUCT ..27 -31

5.1 Introduction and Analysis ..27 5.2 The New Marketing Mix ..28 5.3 THE DESIGNER BRIEF 29-30 5.4 INITIAL RANGE PLAN ..31
CHAPTER 06 CONCLUTION ..32 Bibliography . 33

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LIST OF FIGUTRS

Figure 2.1 Map of 09 Figure 2.2.2 Expenditure Russia..11 Figure 3.2.1 Rogers Diffusion ...15 Figure 4.4.1 Product Categories .19 of and on fashion innovation Price

Russia in Curve Ranges

Figure 4.1.5 Market Level 19 Figure 4.2 Brand onion .20 Figure 4.5.1 Market Positioning .24 Figure 4.5.2 Market Positioning ..24 Figure 4.6.1 the Boston .25 Matrix

Figure 4.6.2 Gap 26 Figure 5.2 The New Marketing Mix .28

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LIST OF TABLES Table 2.2.1 Luxury Brands Available in Russian Market . 10

Table 3.2 Customer Segment Variables.. 12 Table2.3 Pest Analysis ... 14 Table 4.3 SOWT Analysis . 21 Table 4.4 Brand Competition .. 23 Table 4.4.1 Competitiveness .. 23 Table 5.1 Introduction and Analysis 27 Table 5.3 The Designer Brief .. 30 Table 5.4 Initial Range Plan 31

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EXECUTIVE SUMMARY

Consumers are more brands readers and interested in trendy, modern, stylish, fashionable products. Brands need to fulfill customers needs and wants; quality, value, service, innovation, prestige and trust. Therefore, new fashion designers are introducing high-end luxury fashion brands, which are getting fashionable in order to survive in the fashion world. EKATRINA KUKHAREVA is a high-end luxury fashion brand, launched in 2010 by EKATRINA KUKHAREVA .A newly born brand in Ukraine and currently based London. The aim of the brand is to emphasis beauty of modern female body with elegance and sexiness as a queen of bye-gone era through timeless high quality knitwear not withstanding along the grand mama sweater with winter necessity. By using vibrant color palate with unique and gorgeous knitting techniques for innovative cuts and designs collections. EKATRINA KUKHAREVA core marker is age of 25 35 years upper level party hoppers and very sophisticated women who cater the high-end fashion. These types of segmentation of consumer have been catering within the age of 25-35 named as Russian smart Customer for collection. They would be more demanding, very power full in spending for high end, high quality innovative products in fashion, more selective with variable styles, and love to be very power full characters in the society. This product strategy report is to analyze an identified gap in EKATRINA KUKHAREVA through in depth of research and to fulfill in order to compete with other competitive brands.

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CHAPTER 01

INTRODUCTION

Fashion is a personal signature that representatively communicates the social identity that a person seeks to project and is a reflection of the personality of the wearer. It is a need to develop the competitive edge of fashion industry to shift its manufacture to produce fashionable products to the major customers. Performing the best designing brand, they need high quality, innovative techniques and customer satisfaction. This research has been undertaken to identify the gap in EKATRINA KUKHAREVA clothing brand. A newly born brand EKATRINA KUKHAREVA is going develop product extension through Russian market since it is new to this market. However, EKATRINA KUKHAREVA is a very extravagant knitwear brand stand with the essence of knitting. If EKATRINA KUKHAREVA presents some trendy, conceptualized combination of knitting product it would be an innovative production to the market as well as the Russian Smart Customer who is proposed to cater EKATRINA KUKHAREVA as an innovative sophisticated manner.

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CHAPTER 02 MARKET RUSSIA 2.1 RUSSIAN DEMOGRAPHICS Russia is a vast country with a wealth of natural resources with Russias 142.9
million citizens and more than 100 ethnic groups. Russian is the official language of the country.

Figure 2.1 Map of Russia MOSCOW (The largest city of fashion and proposed city)
Moscow is Russia's capital and largest city. Moscow is also increasingly important as an economic and business center. it has become Russia's principal city for foreign investment and business presence, cultural , tradition ,art, literature, music, dance, history, science and religion. (, 2011)

2.1.2 Russian lifestyle & behaviors

Russians Depends on great degree on their income levels. Wealthier people have become westernized to a very high degree Spending power is high and save the money for future as well High Literacy and achieving the highest education level

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Russian women need THE BEST, more sophisticated always go for luxury goods and designer wear wardrobes for any occasion.

() 2.2 OVERVIEW OF RUSSIAN MARKET An attractive fashion market with a great demand for the luxurious segment. It is based on import with its retail market being the largest market in Eastern Europe. Despite the financial and economic difficulties, the fashion market in Russia is growing young designers get education and back home they open their own fashion houses in Russia. World famous luxurious brands willingly invest on Russian market to satisfy the high demand of the contemporary society for couture, designer, luxury fashion and premium as well. Russian Fashion Weeks aimed at supporting and promoting Russian fashion and it surely has increased interest in Russian designers both at home and abroad. Due to partnerships and projects between Russian Fashion Week and fashion events in Milan, Athens, London, Paris and other cities Moscow has become a major European fashion center.() (Russia GDP Annual Growth Rate - economic) 2.2.1 Growth of Russian Fashion Market
Russias Fashion market is considered as one of the fastest growing markets in the world, with an annual growth (by sales) of 25%, in 20082 and The market segments of the fashion industry have displayed robust growth in the recent years. The demand for Russian luxury fashion market has been driving the growth. Moscow is recognized as a fashion capital for Middle and Eastern Europe Many leading global luxury brands have established their presence in Russia, and have announced expansion plans The Moscow market is now extremely attractive to all producers of luxury goods. It already has a class of consumers for such goods, and Russians are just as demanding and solvent as affluent buyers in Europethe demand for luxury goods is growing every year. (Hans Peter, Mateo Favero, 2008) Most often mentioned luxury brands: In general, affluent consumers in Russia have the greatest top-of-mind awareness of foreign luxury brands compared with China and India because the Russian luxury market is more developed and more European in nature.

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BRAND Chanel Giorgio Armani Dior D&G Versace

PERCENTAGE 39% 37% 35% 29% 27%

Table 2.2.1 Luxury Brands Available in Russian Market

The Russian luxury consumer wants to flaunt economic statuswhether buying fashion or fine jewelry. They are more spending on the fashion and see the innovativeness and fashionable look than price

Figure 2.2.2 Expenditure on fashion in Russia (Russia GDP Annual Growth Rate - economic)

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2.3 PEST ANALYSIS

POLITICAL

ECONOMICAL

Set out an economic agenda that puts state capitalism at the heart of a bid to "Mail of Russia", Block due to the boost Russia's global competitiveness. Russian government network (Busvine, 2012)

The Federal Mail Service of Russia

problem for 2 month.

Shift the overall tax burden towards wealthy property owners and Even courier services like DHL and consumption of luxury goods but offered UPS are affected no more DHL no specific concessions for small service for fashion industry businesses.(, 2010) (Busvine, 2012)

Crisis inflates fraudulent Garment and Footwear Imports no government dictions for that last year

Poor Putin the key position parliament the Prime minister dissections behind the industry and his higher salary (, 2010)

SOCIAL
free social media marketing

TECHNOLOGICAL
Online marketing and shopping,

Russian Fashion week is the key element Online banking development - Russia of the industry and the largest fashion online stores exist and many people week in Eastern Europe() ready to pay online in Russia. Recycling program for domestic rubbish Built up new fashion houses in order to treatment new technology (news)

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Table- 2.3 Pest Analysis

CHAPTER 03 CUSTOMER 3.1 TARGET CONSUMER SEGMANTATION EKATERINA KUKHAREVAS core market is very sophisticated women and party hoppers in the age of 25 -35 who wants to have very power full elegant look by wearing. According to that atmosphere, the identified customer segment for new product range is age of 2535 RUSSIAN SMART CUSTOMER in upper class based on Moscow. This segment of consumers is more demanding on their selves and they expect the priority and demand from the society as well as the visited brands. They are very smart enough to selective things and can identified as more selective by not withstanding others to decide on what are their needs and wants. Much more independent enough to well educate divorced women are living in the Russian society representing 4 percent out of 21,291 of population in Moscow. More sophisticated is the other main factor of that Russian smart Consumer. Disposable income with high spending power for needs and prefer Innovative choice for high quality demanding products. Always select The Best out of products and very advisable in buying. According to above, main three factors describe segment of Russian Smart customer would be able to fulfill the gap that had been identified and discussed point of view in analogizing. (, 2010) 3.2 Customer Segment Variables GEOGRAPHICAL

Country RUSSIA City - MOSCOW

Age DEMOGRAPHIC Gender Ethnic group Religion

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: 25 35 years : Female :white Russian : Roman Catholicism

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Generational cohort Income Level Education holders Occupation sectors Social group in Upper level Status (wikipediya)()

: Generation X :$ 90,000 $ 200,000 :Graduates and Master degree : Professionals in managing : Russian Smart Consumer group : Divorced

Purchase loyalty

: Brand loyal and high quality

Purchasing pattern

: more selective and demand, shops thrice a Month

BEHAVIORAL Expenditure : More money spends for clothing and select the best product.

Price sensitivity

: Quality, innovativeness, variations, trendy fashionable and brand conscious than the price

Benefits expectations EBONY DREAMING

: innovative Modern styling,

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fashionable and elegant power full looking, comfort, quality, affordable price.

Usage

: Occasional Casual wear in fashionable elegant looking high Formal

wear in stylish and fashionable - high Sportswear, evening wear - low

Personality : More demanding, more selective, more sophisticated trendy, advisable, modern thinking, forward, self motivated, self confidential, very individual divorced personalities PSYCHOGRAPHIC S

Motivation

: Strong sense of pride, fresh fashion trends, Celebrity life styles & influence. Challenges and achievable goals

Life style : very active busy, enjoyable, modern, standing out in the society as very power full manner. Multi tasks in day-to-day life. Family & friends are important to them like to live single, attending parties and go on clubbing

Interest : Listening music, go trips regarding beautiful places which endowed by Mother Nature.() ()

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Table 3.2 Customer Segment Variables 3.2.1 Rogers Diffusion of innovation Curve According to the Rogers Diffusion of innovation Curve for The Russian Smart Customer positioning in this Early Adopter level. (, 2011)

Figure 3.2.1 Rogers Diffusion of innovation Curve 3.3 CUSTOMER PROFILE EMILA FLORENTINA Gender Female Age 28 years Status Divorced Ethnic group White Russian Religion Roman Catholicism Generational cohort Generation X Education Master Degree holders of National Research University Higher School of Economics in Moscow. Occupation Audit Manager
Location RU Kremlin 17, Moscow, RU-103073, Russia,

Income 150,000$ Social group Russian Smart Consumer group in Upper level A divorced who is very active, modern thinking straight forward and very self confidant personality spending very busy life style. Very sophisticated looking who is like to move with fast trendy fashion, spending highly on fashion , notwithstanding the price but look into High quality, trendy and innovative THE BEST product and very best in band loyalty. Even she is spending a lot on fashion; never forget to spend on charity. Charity services are one of her interests in lifetime. She is making her life more success by helping children who lost their vision by donating them
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monthly and EMILA is one of the council members of Russian Blind association. 3.4 CUSTOMER MOOD BOARD

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CHAPTER 04 - BRAND 4.1 BRAND OVERVIEW EKATERINA KUKHAREVA (EK) is a Ukraine knitwear fashion brand established 2010 in Russia and London. It had been Identified the endless possibility of knitting techniques and combinations to develop the brand itself to full feel the customer satisfactory. EKATRINA KUKHAREVA is a fashion designer who is the owner of the brand. She had been specialized in knitting and graduated as a textile designer from prestigious Central Saint Martins College of Art and Design.() The newly born EKATERINA KUKHAREVA is positioning in high-end luxury market by producing unique knitted fabric with luxury hand - made trimmings to elaborate glamour and make the timeless pieces stand out. It had been try to change the perception of knitwear and bring out the tradition into modern. Up to now EK had been showcased very few collections of products. Nature vs. Geometry spring summer collection 2012 and 'Russian Tsaritsa' A /W 2012 had been supper hit in the fashion world and EK had been decided to spread her band through all over fashion arena.

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() 4.1.1 Aim of the Brand EVERY WOMAN IS A QUEEN. The Character of a Modern Queen is a Woman who makes her own Decisions, Stands out in the Crowd, is Powerful and Adventurous and in Control of her life. EKATRINA KUKHAREVA is inventing timeless and high quality pieces of work with emphasis on the beauty of female body and elegance and sexiness.() 4.1.2 Significant of the Brand According to the brand philosophy, EKATERINA KUKHAREVA is established to the Luxury and high quality clothing to emphasize the female body and elegance of their wearer. That can be uniqueness of the brand. The brand has uniquely developed fabrics for production by using knitted structures with gorgeous knitting techniques Macram, Fringing, Knotting, Crochet, and Beading by natural and metallic yarns. Luxury handmade trims, Machine Knitting and Hand Knitting, Futuristic patterns Experimental design cuts and Unusual Shapes, Experimental design cuts, Extravagant truly regal finishes. EKATERINA had used colors as eye-catching methods along the collection. Always followed the trends of colors to make the brand as a very validated. Bright and daring colors, Soft and sensual, Monochromatic and metallic tones, deep Red, Pink, Coffee Brown, Gold, Silver used as colors. Historical artifacts, Cultures and backgrounds, past powerful women characters, Nature and People are the inspiration uniqueness of EK. (Lock, 2011)() 4.1.3 Brand Life Cycle

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Product

EKATERINA KUKHAREVA is in stage of stating growing position sinsce is strting in 2010. The brand is reach up to this level when its come to 2012. 2010 Launched EKATERINA KUKHAREVA in Russia and London as well. 2011 Started on line shopping 4.1.4 Product Categories and Price Ranges Figure 4.4.1 Product Categories and Price Ranges 4.1.5 Market Level EKATERINA KUKHAREVA has been started the career of the brand in high-end luxury market level. It had been an overlap of premium upper level and Designer level.

Figure 4.1.5 Market Level

Ready-to-Wear High end Womens knitwear Collections

4.2 BRAND ONION

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Advertizingthroug h photog raphy

More selective

Figure 4.2 Brand onion

Rom an fluidity Individualistic and self confidant

4.3 SOWT ANALYSIS STRENGHT WEEKNESS

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Unique kn Page fabricatio 22

Customer loyalty for young very sophisticated women. Reputation of being a quality and unique innovative mixing fabrication brand. High quality and valuable clothing. Play with techniques of knitting in very luxurious level. Sophisticated, active products. Growing distribution canals in on line. Designs of EKAATRINA KUKHAREVA have combination essence of that tradition to modern world. OPPORTUNITIES

Lack of product categories though the

brand is newly born. Lack of spreading the brand all over the fashion market. Lack of worldwide marketing.

THREATS

New economical agenda to built up high end luxury market based on Moscow. Have good customer based. Can be focus and developed existing products. Pay attention on product development open up world widely. Look for different and

Competitors. Me too products Lack of finding fabrications

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power full unique selling points. Innovations and customer oriented trendy designs. Improve as an extravagant knitted brand among very sophisticated, active generation. Table 4.3 SOWT Analysis

4.4 BRAND COMPETITION SONIA RYKIEL

MISSOIN Products Clothing Fragrance Accessorie s lines Hand bags Shoes Jewelers

VYACHESLAV ZAITSEV Clothing couture, designer and highend luxury Fragrances Costumes Art works

Clothing Fragrances Handbags Shoes Accessorie s lines

Price Range Dresses Coats / jackets Trousers/Leg gings Tops Skirts 650 $ 3000 $ 800 $ 2000 $ 700 $ -950 $ 400 $ - 1800 $ 400 $ 1500$ 900 $ - 4500$ 1000$ - 2500$ 750$ - 2000$ 500$ - 2500$ 850$ - 1000$ 650 $ - 4000$ 605$ - 2000$ 750$ - 3000$ 950$ - 2500$ 700$ - 1000$

Special Features

Innovati

Master in

Bright color

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ve knit designs Bright Colors Mix and match the color Feminin e look

colors (named as red Dior) Bring out the past in modern point of view. Elegant and power full look

(specially Red) More brightness and beauty Blend of woven and knit (specially knit)

Origin Country Market Location

Italy Kutuzovsky, 35 Moscow

Russia Moscow Fashion House or Dom Modi in Moscow

Farnce Sonia Rykiel. Tverskaya Ulitsa 28 103050 Moscow

On line BLOOMINGDALE' S: http://www.bloo mingdales.com Multi Brand Stories gum.jpg. GUM. 3 Red Square, Moscow

On line www.soniarykiel .com/en.htm www.shopbob.c om

Target customers

Young sophisticated women

Young men & women

Young stylish sexy ladies , kids,

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smart men

Promotional Methods

On line shoppin g Magazin es Catalog ues Bill boards

Fashion House Magazine s Catalogu es

Own Fashion House On line shoppin g Magazi nes Leaf lets

Table 4.4 Brand Competition ()() 4.4.1 Competitiveness

MISSONI

VYACHESLAV ZAITSEV

SONIA RYKIEL

Products Price Range Special Features Target customers

High

Moderatte Table 4.4.1 Competitiveness

Low

Consumer can select above these three competitive brands to buy more products. Since the EKATERINA KUKHAREVA is newly born, need

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to expand product categories more. The competitiveness to reach up to their products and because of the high quality of products is having a high competitiveness. Price would be a huge competitiveness with VYACHESLAV ZAITSEV and SONIA RYKIEL, MISSONI is moderating with EKATERINA KUKHAREVA the above all competitive brands have very unique and time bound Special Features and High target customer segmentations. It would be a high competitiveness with EKATERINA KUKHAREVA. The promotional methods of the brands are same and the competitiveness is high.

4.5 MARKET POSITIONING

Positioning Map against fashion and price

EKATRINA KUKHAREVA MISSONI VYACHESLAV ZAITSEV SONIA RYKIEL

High price

Low Price Low Fashion

400

High Fashion

Figure 4.5.1 Market Positioning Positioning Map against quality and price High price EKATRINA KUKHAREVA MISSONI VYACHESLAV ZAITSEV SONIA RYKIEL
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90$

Low Price Low Quality High Quality

Figure 4.5.2 Market Positioning

4.6 GAP ANALYSIS

According to the Life cycle of EKATRINA KUKHAREVA is positioning in the starting stage of the Growth Level. In order to SWOT analysis, of the brand identify the Limited Product Range with unique manner of knitting techniques as a point gap in the brand. Using less distribution channels and promotional campaigns the EKATRINA KUKHAREVA has been came to the growing stage. If the brand can be use more ways to promote it can be reach where it is want to be. According to the competitor analysis, they are much-established brands in the market with high values. But producing similar kinds of products in simple manner. There is a gap in the marker of innovative product with some changes. Target customer expectation also is different. Need some different product with a combination of knitting and by using endless possibilities of knitting. According to the Boston Matrix the EKATRINA KUKHAREVA is positioning in the problem Child situation and wants to be in the Star position by fulfilling the gap

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EKATRINA KUKHAREVA is in NOW EKATRINA KUKHAREVA is WANT TO BE

()

Figure 4.6.1 the Boston Matrix

According to the above-mentioned viewpoints, the new Range of innovative lavish conceptualized wearable knitwear products would be able to fulfill the gap under EKATERINA KUKHAREVA.

The EKATERINA KUKHAREVA wants to be ..

Product Development

GAP

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Time Figure 4.6.2 Gap

CHAPTER 05 NEW PRODUCT

5.1 Introduction and Analysis Proposed new range is to increase sales and brand awareness as a young upcoming market retailer by introducing an innovative trendy and sophisticated knitwear product range to increase market share. The new product range is for spring/summer 13 season and it is an occasional wear range, which has the essence of EKATERINA KUKHAREVA.

PRODUCT

EXSISTING

NEW

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MAR KET

E X SI S TI N G N E W

Market Penetration

Product Development
EKATERINA KUKHAREVA is positioning here with the innovative product range

Market Development

Diversification

Table 5.1 Introduction and Analysis

5.2 The New Marketing Mix

Figure 5.2 The New Marketing Mix

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5.3 THE DESIGNER BRIEF

OBJECTIVES

Using endless possibilities of knitting and mixing knitted fabrication make an innovative rage of wardrobes to satisfy the customer perception with wearable, conceptualized and sophisticated manner.

BRAND

EKATERINA KUKHAREVA is selected brand, because, it make the beauty of female body and elegancy through knitwear notwithstanding the winter necessity but in a very stylish and extravagant manner.

CONCEPT

EBONY DREAMING is displaying the life of BLIND HUMAN through an extravagant fashion in knitwear. Blind People have lost their vision, breaking their sense of eyes from the birth. However, blindness is not a barrier to see the world, to feel the world. They have been always endeavoring to carry their life to illuminate by their activities and feelings through touching. Blindness is a combination of touching and feelings. It has been created a huge bond of this world through their different capabilities and their feelings. Blind

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personalities are different but not disable.

INSPIRATION

Silhouettes are inspired by using key elements of blind human. Touch, Feel and Bond are the key elements and through shapes of bonded garments and unusual shapes which are creating through touching had been used for silhouettes are used. Brailing is used to emphasis the surface decoration with the essence of feeling and mixing up with knitting possibilities. Basement for colors are making through transparency of blindness and future color trends. the

PRODUCT

The new product range is womens occasional knitwear collection for spring/summer 2013 designed under EKATERINA KUKHAREVA.

FABRIC

Blend of knit fabrications.

COLOR WAY

The collection will be based on EKATERINA KUKHAREVA color palate and blend with blind humans preference, seasonal colors as well.

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The product will be merchandized in Russian Street in PLACE Moscow and it will be available on line.

ADVERTISING and PROMOTION

On line shopping Advertising campaigns and Social marketing programs. Catalogue launching. Run Way show ,displaying in stores

CUSTOMER

Based on my investigation the proposed customer segment is Russian Smart Consumer

Fashion

- Young Sophisticated look Elegancy

NEEDS and NEEDSATISFYING BENEIFITS Value Addition blend fabrications

Feminine Creative fabric usage Uniqueness - High techniques of knitting and with knitted Inner construction chain stitch Function - Comfort and Protection Flexibility in wearing

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Table 5.3 THE DESIGNER BRIEF

5.4 INITIAL RANGE PLAN

Outfits

Short Dress

Crop top

Short Skirt

Total

First outfit

01

01

02

Second outfit

01

01

Third outfits

01

01

Fourth outfit

01

01

Fifth outfit

01

01

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Sixth outfit

01

01

02

TOTAL GRAMENTS

08

Table 5.4 INITIAL RANGE PLAN

CHAPTER 06 CONCLUSION Fashion market is currently growing up. The new fashion designers enter the competitive market and introducing their own brands. EKATRINA KUKHAREVA as a new fashion brand it needs to stand in the existing market with innovative knitwear products competes with the strong competitors Missoni , Soniya Rykiel and Vyachieslva Zaitsev . According to the in depth, research it is obvious that EKATRINA KUKHAREVA should continue of using endless possibilities of knitting techniques and combination to make stylish unique knitting fabrication notwithstanding in the winter necessity to develop product extensions. By providing some

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innovative trendy conceptualized knitted combination, EKATRINA KUKHAREVA would be able to give satisfactory answer for who are waiting for designs and able to fulfill the gap of market among the high values of competitors. A new range of occasional knitwear has introduced to fulfill above gap in an innovative sophisticated manner.

BIBLIOGAHPHY
(n.d.). Retrieved 11 30, 2011, from www.ekaterinakukhareva.com. to Russia with ease - Fashion in Russia. (n.d.). Retrieved 12 01, 2011, from http://torussia.org/fashion_in_russia. Boston Matrix analysis . (n.d.). Retrieved from www.marketingteacher.com. Busvine, D. ( 2012, Jan 30). http://news.yahoo.com/putin-puts-state-capitalism-firstrussia-122053130.html. Retrieved 02 04, 2012, from yahoo news. dresses of soniya . (n.d.). Retrieved from http://www.shopstyle.com/browse/SoniaRykiel#./dresses/Sonia-Rykiel. EBONY DREAMING Page 37

Hans Peter Wellendorf, M. F. (2008, December 30th). Growth of Russian Fashion Market. (M. o. Denmark, Interviewer) inovation adation curve of Rogers. (2011, 12 09). Retrieved 01 20, 2012, from http://www.valuebasedmanagement.net/methods_rogers_innovation_adoption_curv e.html. Life style in russia. (n.d.). Retrieved from http://www.tristarmedia.com/bestofrussia/lifestyle.htm. Lock, H. (2011, 02 21). Ekaterina Kukhareva talks to Tellusfashion. Retrieved 12 25, 2011, from http://www.tellusfashion.com. marketing observation in Russia - Russia in brief. (2011, 07 11). Retrieved 12 10, 2011, from http://marketinginuse.blogspot.com/2011/07/russia-in-brief.html. missoni clothing. (n.d.). Retrieved from http://www.polyvore.com/cgi/shop? brand=Missoni&category_id=11. news, i. (n.d.). Fashion-House-Development technology . Retrieved 01 19, 2012 , from http://marchmontnews.com/Search/Fashion-House-Development. Russia GDP Annual Growth Rate - economic. (n.d.). Retrieved 01 5, 2012 , from http://www.tradingeconomics.com/russia/gdp-growth-annual. Russian Fashion. (n.d.). Retrieved 12 12, 2011, from http://turussia.org/fashion_in_russia. SWOT . (n.d.). Retrieved 02 04, 2012, from http://www.swotmatrix.com/performswot-analysis.html. (2010). The Russian Retail Market - Macro econimic and political, cosumer behaviour,retail development. Moscow: ITMM of IGEDO company. wikipediya, p. (n.d.). Moscow Jobs + Moscow,+ID. Retrieved from http://www.simplyhired.com/a/local-jobs/city/l-Moscow,+ID.

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