Post Show Report CJF – Child and Junior Fashion 2021. Autumn
26th edition of the International Exhibition for Child and Junior Fashion, Maternity Wear – CJF – Child and Junior Fashion 2021. Autumn – took place from 21 to 24 September 2021 at EXPOCENTRE Fairgrounds. It is the largest trade show of fashionable children's clothing, footwear and accessories in Russia and the CIS. It is a must-attend event that is on the schedule of children's fashion industry professionals from all over the world.
The autumn show was a great success and provided a unique platform for showcasing new products, trends for the upcoming fashion season and events to discuss relevant industry topics.
For the convenience of exhibitors and B2B visitors (distributors, retail chains, wholesalers), Mir Detstva was held in parallel with the autumn edition of CJF – Child and Junior Fashion. It was a great opportunity to see all new products and trends of children’s goods and clothing under one roof at EXPOCENTRE Fairgrounds and sign contracts aimed at saturating the Russian market with quality clothes, footwear and accessories for children and future mothers, toys, goods for newborns, and creativity supplies.
Dates: 21–24 September 2022
Venue: EXPOCENTRE Fairgrounds, Moscow, Russia
Organised by EXPOCENTRE AO
Under auspices of the Russian Chamber of Commerce and Industry
Floor space: 5,292 sq m
Total attendance: 15,000 professional visitors
Exhibitors: 248 companies (Airwool, Bartek, Lurchi by Salamander, Mayoral, Norveg, Petasil, Superfit, Pablosky, ALY TM, Artie, Bossa Nova, Desty, G’n’K, LADNO, Malenkaya Ledi, Naslednik Vyzhanova, Oldos, Olmi, Smena, Yoot, MIRtex, Edelveis, Slavyanka, Flamingo, Mursu, Original marinås, Smail, etc.)
Countries: 17 (Austria, Belarus, Estonia, Finland, Germany, Italy, Kazakhstan, Kyrgyzstan, Norway, Poland, Portugal, Russia, Spain, Sweden, Tajikistan, Turkey, Ukraine)
Product sectors: clothes for children, footwear for children, accessories for children, premium – premium clothing brands, teens – clothes for children, retail equipment, fabrics and garment accessories, clothes for pregnant women
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The official opening ceremony was attended by Deputy of the Russian State Duma, President of the Association of Manufacturers and Consumers of Goods and Services for Children “Parents’ Choice” Tatiana Butskaya, Vice President of the Russian Chamber of Commerce and Industry Maksim Fateev, Director of the Department of Socially Important Goods Industry Development of the Russian Ministry of Industry and Trade Dmitry Kolobov, Chief Freelance Specialist in Paediatric Rehabilitation at the Russian Ministry of Healthcare, Deputy of the Moscow City Duma Tatiana Batysheva, Member of the Council under the President of the Russian Federation on the Implementation of the State Policy on the Protection of Family and Children, President of the Children's Goods Industry Association Antonina Tsitsulina, Director General of EXPOCENTRE AO Alexey Vyalkin, and other officials.
According to the speakers, these trade shows represent the best of what is now manufactured for our children. Despite the difficult pandemic year, Russian manufacturers managed not only to cope successfully with new challenges, but also to increase exports of goods for children. During the official tour of the show, the guests viewed the stands and appreciated the level and quality of the key categories of children's products on display.
Show highlights
Special attention was traditionally given to the presentation and promotion of the collections of Russian regional manufacturers presented at the group stands of the Udmurt Republic, the Krasnoyarsk krai, the Ivanovo, Kirov, Kostroma, Kursk, Moscow, Novosibirsk, Sverdlovsk, Tambov, Tomsk, and Yaroslavl oblasts. Thanks to the active participation of regional business support structures, companies from the Novgorod, Penza and Orel oblasts could take part in the exhibition to show their new products.
Conference programme
The show was complemented by a busy conference programme with more than 40 major events of Mir Detstva 2021 and CJF – Child and Junior Fashion 2021. Autumn. In order to involve as many professionals as possible, the events took place in both offline and hybrid formats.
On 21 September, Day of the Ivanovo Region featured collections of fashionable children's and teenage clothing from young Ivanovo designers who are students of the Ivanovo State Polytechnic University. The premiere show was dedicated to the 150th anniversary of Ivanovo, the textile centre of Russia, and aimed at strengthening the link between the industry and the training system for it.
Rector of the Ivanovo State Polytechnic University Evgeniy Rumyantsev took part in the event. “This year at EXPOCENTRE Fairgrounds we are presenting the first results of the Competence Center of the Textile and Garment Industry, which was established two years ago. There are 11 collections of children’s clothing at the show. This is the first collaboration with Ivanovo garment companies, they are already known in the Russian market and not only, they are successfully sold on the marketplaces,” said Mr Rumyantsev. The participants of the premiere show demonstrated a new collection of children's thermal-weather jackets and overalls for autumn-winter 2022, sportswear for young ladies, and a clothing collection made of cotton and linen fabrics from leading Ivanovo textile companies.
The first day’s central event was the EXPO-Forum on Children's Goods Industry 2021. Revival. It was organised by EXPOCENTRE AO, ROSTEST AO, the Russian Quality System (Roskachestvo), and Innovative Center of the Textile and Garment Industry OAO.
The forum, as part of its support for the implementation of the National Project for Small and Medium-sized Enterprises and Support for Individual Entrepreneurial Initiatives, brought together not only practical sessions aimed at developing the children's goods and clothing industry, but also congresses which covered strategic issues of this country's future in relation to the upbringing of the younger generation.
The forum’s sessions included Measures to Support Small and Medium-Sized Businesses: Talking to Businessmen; School Uniforms: Quality from Raw Materials to Products; What You Have to Know about Certification of Children's Goods to Manage Your Business More Effectively in the Conditions When Certificates are Invalid; the Development of the Children's Industry in the Eurasian Economic Union; and Labelling of Children’s Goods. They were held in different formats – online, offline and hybrid – to make information relevant to business development, including certification and labelling, available to entrepreneurs in different regions of the country.
The sessions were moderated by Deputy Head of the Russian Quality System Yulia Mikhaleva, Deputy Head of the Russian Quality System Elena Saratseva, Director General of ROSTEST Nina Moshchenskaya, Strategic Development Director of Innovative Center of the Textile and Garment Industry OAO Konstantin Bandorin, and GR Director of Yandex E-com and Foodtech Dmitry Rusakov.
The participants included Trade Representative of Russia in Kazakhstan Andrey Babko, Trade Representative of Russia in Tajikistan Evgeniy Korenkov, Deputy Representative of Russia in Kyrgyzstan Ainur Samanov, Deputy Director of the Department of the Investment Policy and Development of Small and Middle Entrepreneurship of the Russian Ministry of Economic Development Olesya Teterina, Deputy Director of the Department of the Textile and Timber Industries of the Russian Ministry of Industry and Trade Veronika Bobrovskaya, Deputy Head of the Rospotrebnadzor's Department of Federal State Supervision of Consumer Rights Protection Marina Kochneva, Head of the Children's Goods Industry Unit of the Department for Development of Socially Important Goods of the Russian Ministry of Industry and Trade Olga Chusovskaya, Head of the Division for Ensuring the Functioning of the Digital Product Labelling System of the Department of the Digital Product Labelling and Legalisation of Trade in Goods of the Russian Ministry of Industry and Trade Vadim Derunov, Head of the EEC Labelling and E-commerce Division Ilya Kabanov, Director of the Institute of Correctional Pedagogy of the Russian Academy of Education Tatiana Solovieva, Project Head of the Project Department of the Industry Development Fund Maria Krasavina, Head of the Consumer Goods Export Support Project of the Russian Export Center Maksim Chapov, Specialist in Trade Technology of Detsky Mir PAO Mikhail Levedinsky, Head of Lamoda's Labelling Implementation and Development Programme Lyudmila Shmygaleva, Executive Director of the Corporate Business Development Department of Sberbank PAO Alla Sbitneva, representatives of different unions, associations, Innovative Center of the Textile and Garment Industry OAO, and exhibitors.
On the forum’s key events was the Conference on the Impact of Games, Toys, and Visual Content on the Patriotic Upbringing of Children. It was organised by the Expert Council on Culture of the Youth Parliament under the State Duma of the Russian Federal Assembly and the National Project Support Fund for Educational and Upbringing Initiatives in partnership with EXPOCENTRE AO.
The conference was moderated by Elena Kalgina, Executive Director of the National Project Fund, member of the Expert Council on Upbringing of the Russian State Duma Committee on Education and Science, member of the Board of Trustees of the Victory TV Channel (Channel One Russia) and member of the Council on Culture of the Youth Parliament under the State Duma of the Russian Federal Assembly.
Chair of the Expert Council on Culture of the Youth Parliament under the Russian State Duma Aleksandr Solonkin noted in his video address to the conference participants, “Today, we are the ones who are responsible for the trends that are formed for young people and children. In the era of the information boom, when social networks are setting the trends of who the leaders are for young people, we all have a responsibility to develop creative industries, to be responsible for the patriotic education of young people, and the interaction of government and business in this regard". According to Mr. Solonkin, "there is a severe lack of nationally oriented toys, cartoons and fairy tales".
Dmitry Matyushenkov, Chairman of the Legislative Council of the Youth Parliament under the Russian State Duma, addressed the conference and paid special attention to the content of modern computer games played by children and young people.
There was also a great deal of interest in the presentations of Deputy Head of the Military Patriotic Work and Cooperation with Public Associations Directorate of the Main Military and Political Department of the Russian Armed Forces Aleksandr Mischenko, Rector of the Ivanovo State Polytechnic University Evgeniy Rumyantsev, Deputy Director for Development of the Borodino Field Museum Reserve Larisa Berezova, People's Artist of Russia, member of the Public Council of the Russian Ministry of Culture Vladimir Surovtsev, Executive Director of the Russian Historical Reconstruction Clubs Mikhail Shmaevich, Deputy General Producer for Strategic Development of the Animation Business of Red Carpet Studio Natalia Ivanova-Dostoevskaya, advisor to CEO of the Red Square Media Holding Mikhail Schegortsov, Depeche Mode brand owner and industrial designer Elena Shkarupa, and other participants.
A resolution from the conference will be sent to the relevant committee of the Russian State Duma.
Events of the ROSTEST Academy: Declaration and Certification: Redefining Familiar Concepts were organised by ROSTEST AO in partnership with EXPOCENTRE AO from September 21 through 23.
These events included a session of the EXPO-Forum on Children's Goods Industry 2021. Revival called What You Have to Know about Certification of Children's Goods to Manage Your Business More Effectively in the Conditions When Certificates are Invalid, The AQUARIUM networking session with regulators (representatives of ROSTEST, Rosstandart, the Russian Ministry of Industry and Trade, the Russian Federal Customs Service) and different panels. What does the future hold for the children’s industry? Changes in requirements for children's products; What is the right certification?; and How can compliance certification reduce the risk of fines and help exports?
The speakers gave participants useful recommendations and explained the rationale behind the changes, and how the certification services market had already changed and was still changing.
The participants in the AQUARIUM Networking touched on the hottest topic which is the recent changes in the control legislation and the risks of invalidating certificates of conformity, declarations of conformity and test reports retroactively. The speakers were Director General of ROSTEST Nina Moshchenskaya, legal advisor Yulia Vasiltsyun, and Development Director Olga Vlasyuk, who explained in detail how to manage the new risks. Any additional costs associated with the invalidation of certificates will have an impact on the cost of the final product.
Nina Moschenskaya highly praised the event saying, “As a certification body, we are always trying to increase our knowledge about new technologies and new products from our partners. And where else, if not at this exhibition, one can learn what is going on in the industry. We are very satisfied with the way all the events organised by ROSTEST within Mir Detstva were held. We received a lot of positive feedback and suggestions. We will continue to closely monitor the situation and keep the market informed in a timely manner, as well as suggest solutions.”
The Forum on the Successful Launch of Children's Shops on Marketplaces: Real Cases, Statistics and Forecasts, took place on September 21. It was organised by XWAY, the largest operation partner of marketplaces. The forum was moderated by Anton Larin, expert in retail and ecommerce, co-founder of XWAY. XWAY Operation Director Vadim Solynin spoke about the trends and prospects of online retailing, the stabilisation of the retail market, the growth of user interest in e-commerce, and which marketplaces to look out for. The speaker also pointed out that the Big Three – AliExpress, Wildberries and Ozon – remain at the top of e-commerce in Russia. The presentations by Head of Products for Children and Mothers at AliExpress Russia Ksenia Sapon, Head of Sales at Mart Anastasia Bardina and CPO at XWAY Alexey Svetlovsky attracted a lot of interest.
September 21 was also the Day of SMM and Bloggers. The Blogger Day Forum enjoyed a great interest from the audience. It was organised by EXPOCENTRE AO and digital agency OLYMPX. Anna Kilimnichenko, managing partner, director of the Internet Advertising Department of OLYMPX, consultant for strategic marketing and web marketing special projects, lecturer at the Plekhanov Russian University of Economics, not only moderated the event but also spoke about 2021/2022 trends in SMM promotion, the art of product presentation on social networks, the promotion of a children's shop, the secrets of organising photo and video shoots with children for TikTok, and studies different accounts. The event ended with a battle of bloggers and marketers, in which well-known bloggers and representatives of exhibiting companies took the stage.
The three day marathon on Community Management & Social Media in Promotion of Children’s Goods and Clothes was devoted to effective promotion of goods in social media. It was held within the Expo Academy project on September 21–23 by digital agency OLYMPX jointly with the Plekhanov Russian University of Economics with support of EXPOCENTRE AO. The marathon covered such relevant topics as the Community Management. The Basics of Community Building, Visual Design of a Blog. How to Design a Blog with Style, and How to Sell Effectively Via Instagram.
The marathon’s speakers were Svetlana Kostenko, Director at the Fashion Retail and Fashion Industry Competence Development Center at the Plekhanov Russian University of Economics, Anna Kilimnichenko, managing partner, director of the Internet Advertising Department of OLYMPX, consultant for strategic marketing and web marketing special projects, lecturer at the Plekhanov Russian University of Economics, and Sergey Derkachev, a well-known brand designer.
The most active participants in the marathon were awarded certificates for discounted training in the Community Management & Social Media in the Promotion of Children's and Fashion Industries professional development programme at the Plekhanov Russian University of Economics.
Traditionally important events held by KVK Imperia, KK Symposium and EXPOCENTRE AO took place on 21, 22 and 23 September.
In the Retail Chains Centreòì the experts from Triout&Partners, Paper Planes, REALPRO Branding & Consulting, DEZA, FRONT Total Branding and others gave retail representatives practical advice on positioning children's retail in a time of falling customer traffic, on working with customers and service in offline outlets, on branding in children's retail, and much more.
The 22nd Russian Trade Forum for Children’s Goods Suppliers with Retail Chains Centreòì was held in a new interactive format. The first foresight session was devoted to forecasts for the children's goods market: what will the toy of the future look like? What marketing tools are dying and what will never lose their power? How will the consumer of the future make purchasing decisions regarding children's goods tomorrow? These and other questions were answered by experts from PSYHEA, NPD Group, the Higher School of Economics, and TopMinin. In the second session, suppliers – who are direct participants in the children's market – shared their unsuccessful experiences of supplying online, working with marketplaces and bloggers. The day ended with an interactive business game, a preparation for the Retail Chains Centreòì, where the networks themselves taught suppliers how to present children's goods flawlessly.
The key event of the forum was the traditional Retail Chains Centreòì: Children’s Goods. 95 buyers from 45 children's and FMCG chains and dozens of supplier companies held more than 1,000 supply talks in just one day. The largest chains in Russia and the CIS came to update their assortment: Dochki Synochki, Detsky Mir, Ozon, VotOnYa, Bubble Gum, Yerkemay, Perekryostok Vprok, Kotofey, and many others.
The participants in the 4th Russian Business Forum on the Market of Licensed Goods for Children talked about how not to get lost among thousands of brands and choose the license that will inevitably pay off, what pitfalls of working with licenses await licensees. The speakers included Maya Moskvicheva (Riki), Valentina Kursanova (0+ Media), Tatiana Rekhtina and Daria Toritsina (STS Media), Roman Fedotov (Olimp), Alina Lant and Marina Luchina (Ipsos) and others.
For the first time over three days, the conference programme included presentations of speakers from the Consulting Group Academy Natalia Chinenova, Galina Kravchenko and Katerina Diveeva devoted to the topics of Modern Loyalty Programs for Children’s Brands, Effective Buying: Stages, Methods, Life Hacks, and Instagram Sales Funnel for Children's Brands.
On September 22 and 23 the Expo Academy featured the highly successful Business Marathon: An Effective Team: How to Build a Result-Oriented Team. Its speakers gave attendees practical recommendations on personnel management and marketing strategies. The event was organised by EXPOCENTRE AO in partnership with the First International Digital University. The two crash course – The Team and Business Processes, and Marketing and Sales – were a success. In particular, marketing expert Sergey Gromov talked about how to strategise, where to start and what to get the client interested in for increasing sales.
The 3rd International Conference on the Culture of Play of Today’s Children was organised by the Association of Children’s Goods Industry Enterprises and the National Association of Russian Toy Makers on 23 September. The conference brought together academic experts, educators, game and toy manufacturers, designers, marketing experts and public authorities responsible for the development and regulation of the toy and game industry, as well as all those interested in the present and future of children.
The discussion focused on children and their games in an era of global transformation. Representatives of various research schools touched upon philosophical and socio-cultural contexts of children's play, play technologies of upbringing, education and development of children, habilitation and rehabilitation with the help of toys. The most vital topics were raised in several discussions about the influence of online environment on the child's real world, popular children's trends, game environment design, gender specificity of modern children's games, regulation and expertise of games and toys. Representatives of public authorities talked about plans to update standards and requirements in the toy and game industry.
President of the Children's Goods Industry Association Antonina Tsitsulina said, “It is important to create a professional community of manufacturers, designers, and researchers of games and toys in Russia. It is great to see that many domestic companies are consulting with psychologists and studying initiatives and practical experience. We have accumulated enormous scientific expertise in game technology and education, and there is great potential for creating projects that are successful on a global scale. We will definitely continue the dialogue on play culture with both Russian and foreign experts.”
One of the most important events of September 23 was the Russian Conference on Safe Childhood. It was organised by the Council of Mothers Russian Public Organisation and the Parents’ Choice Expert and Educational Support Center for Parents with support of EXPOCENTRE AO, and moderated by Deputy of the Russian State Duma, coordinator of the Mothers' Platform "Time to Give Birth", Chair of the Mother’s Council, President of the Association of Manufacturers and Consumers of Goods and Services for Children “Parents’ Choice” Tatiana Butskaya. The conference participants discussed the problems related to ensuring proper quality and safety of children's goods on the Russian market. The reports of Federal Supervisor of the Mothers' Council Elena Danilevskaya, Head of the Children's Goods Industry Department of the Russian Ministry of Industry and Trade Olga Chusovskaya, and Deputy Head of the Russian Quality System Elena Sarattseva were met with great interest.
The conference hosted an award ceremony for the winners of the 7th International Children's Goods Award “Parents' Choice 2021” and the Moms in Action 2020-2021 Competition. Click to see the winners.
Traditionally, 7CJF. Children’s Catwalk 2021. Autumn included premiere shows of the 2022 season collections organised by PROfashion Media Holding and EXPOCENTRE in partnership with GAMMA, a manufacturer of creative and self-expression materials, and TOP Secret Kids, a children's modelling agency and school. Alef, Charmy White, Crokid, Irmi, Isel Kids, Kerry, Indigo Kids took part in the fashion show.
Throughout the exhibition, the Expo Academy hosted daily practical events with renowned industry experts sharing their experience in various aspects of successful business building:
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Workshops on How to Sell Successfully. Marketplace Analytics, Trends and Tendencies of the Spring-Summer 2022 Season and Adapting Them for Russian Consumers, a New Approach to Shaping a Product Grid in the Age of Online, the Digital World Retail. What People Expect from Retail, and How to Change it, Client-Oriented Services, How to Sell a New Children’s Fashion Collection without Discounts. Scripts for dealing with objections to price and discounts, Why Inventory is Piling Up and What Should be Done with It, How to Turn a Children's Fashion Shop into a Brand and Increase Sales by 20%+, and Using Termoloft® Fabrics with Pure Silver in Children's Bedding
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Master classes on a Continuous Training System for Retail Salespeople, Effective Photo and Video Content for Marketplaces, How Single-Handedly Launch a Unique Brand, to Engage in Foreign Trade, Create a Franchise, and Change the World Around You
The workshops’ speakers were Director at the Fashion Retail and Fashion Industry Competence Development Center at the Plekhanov Russian University of Economics Svetlana Kostenko, founder of Kids Fashion Retail, expert, lecturer at the Creative Industries Center of the Lomonosov Moscow State University, the Russian School of Style, the Academy of Fashion and Style, and the Russian Fund of Educational Programs “Economy and Management” Elena Pismenskaya, expert in sales of children’s and teenagers’ shoes, and staff training, founder of the Shoes by the Rules retail project Svetlana Dolzhenko, CEO and founder of Practical Fashion Solution Ekaterina Eliseeva, and other experts.
The Workshop on Who Makes the Decision in a Children's Clothing Shop was devoted to the current sales techniques. Its speakers CEO and founder of Practical Fashion Solution and author of ‘A Salesperson’s Handbook’ Ekaterina Eliseeva and stylist and sales technique coach Astanda Chegia talked about sales techniques through the lens of clients' psychological types. The workshop also included a presentation of ‘A Salesperson’s Handbook’. This is a ready-made manual for salespeople in every fashion sector. The book gives the basic rules of the job, a system for identifying needs, and presents the main mistakes sellers make and how to correct them.
A special attention was paid to the tropic of current trends. They were discussed at the Workshop on Trends and Tendencies of the Spring-Summer 2022 Season and Adapting Them for Russian Consumers by Yulia Karagodina, CEO at Fashion buro of Yulia Karagodina (21 September) and the Master Class on How to Look at the World and See Trends by Katya Shtern, stylist, journalist, author of the Arsenic and Lace fashion and clothing podcast (23 September).
Mir Detstva 2021 and CJF – Child and Junior Fashion 2021. Autumn were concluded with the award ceremony for the winners of the Soyuzexpertiza competition for goods for children and teenagers held by the Russian Chamber of Commerce and Industry.
The 27th edition of the International Exhibition for Child and Junior Fashion, Maternity Wear – CJF – Child and Junior Fashion 2022. Spring – will take place at EXPOCENTRE Fairgrounds, Moscow, Russia, on 21–24 February 2022.
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