New Wave Marketing. How to Build Long-Term Relationships
with Customers Open Hall
with Customers Open Hall
This session focused on transforming marketing strategies in fashion. Speakers emphasized returning to classic PR and offline events. Attendance at shows, press breakfasts, and fashion events becomes a “new luxury,” offering audiences emotions beyond clothing itself.
Consumers are tired of exaggerated promises, so brand honesty, customer value, and user-generated content gain importance. The “grand influencer” phenomenon highlights adults over 60 who are often more active on TikTok and other platforms than Gen Z.
“Brands must come from the heart. When you want to pass your brand to future generations, business is viewed differently—from budget planning to communications. You understand the brand’s DNA and how it differs from others,” said Evgenia Zenkevich, Founder, Zenkevich PR.
“If you want to create a clothing brand and know your purpose, but lack funds for SMM, don’t hire a student for 15,000 rubles. Do it yourself, speak in your own voice—that’s your tone of voice for the audience,” added Elena Okutina, Strategic Communications Director, Mercury.
Speakers: Nando Yax, Associate Director, Guatemala Fashion Week; Bench Bello, Founder, Manila International Fashion Week; Evgenia Zenkevich, Founder, Zenkevich PR; Elena Okutina, Strategic Communications Director, Mercury, Kirill Didenok, CEO, Didenok Team.
Moderator: Elena Smirnova, Fashion and business consultant, marketing management expert, Mitrosh.
Consumers are tired of exaggerated promises, so brand honesty, customer value, and user-generated content gain importance. The “grand influencer” phenomenon highlights adults over 60 who are often more active on TikTok and other platforms than Gen Z.
“Brands must come from the heart. When you want to pass your brand to future generations, business is viewed differently—from budget planning to communications. You understand the brand’s DNA and how it differs from others,” said Evgenia Zenkevich, Founder, Zenkevich PR.
“If you want to create a clothing brand and know your purpose, but lack funds for SMM, don’t hire a student for 15,000 rubles. Do it yourself, speak in your own voice—that’s your tone of voice for the audience,” added Elena Okutina, Strategic Communications Director, Mercury.
Speakers: Nando Yax, Associate Director, Guatemala Fashion Week; Bench Bello, Founder, Manila International Fashion Week; Evgenia Zenkevich, Founder, Zenkevich PR; Elena Okutina, Strategic Communications Director, Mercury, Kirill Didenok, CEO, Didenok Team.
Moderator: Elena Smirnova, Fashion and business consultant, marketing management expert, Mitrosh.
10/2025