Press Release CJF – Child and Junior Fashion 2022. Spring

27^th edition of the International Exhibition for Child and Junior Fashion, Maternity Wear 

The most important spring event for the children’s fashion – the International Exhibition for Child and Junior Fashion, Maternity Wear – CJF – Child and Junior Fashion 2022. Spring will once again become a meeting point for manufacturers, distributors and representatives of trading companies. 

CJF – Child and Junior Fashion is rightfully considered to be an effective business platform. It is held by EXPOCENTRE twice a year, in February and September, according to the wholesale purchasing cycle in this market segment. 

The fruitful days of meetings between market professionals and the work of experts at CJF. Spring mean not only a traditional exchange of experience between manufacturers and distributors of children's clothing, footwear and accessories, and a presentation of new collections, technologies and solutions, but also an incentive to develop the industry in a new environment, find effective ways to promote and manage sales, and saturate the market with high-quality and safe products for children. 

Shop owners and distributors prefer this show because it is possible to create a profitable and marketable range of children's clothing without leaving an exhibition pavilion: they can find all the best products under one roof.

We expect great interest in the show and its conference programme. New collections of high-quality clothes, footwear and accessories for children will reflect the current trends of the coming autumn-winter season and general trends for the whole children's goods market.

Dates: 21–24 February 2022

Opening hours: 21–23 February: 10.00–18.00; 24 February: 10.00–16.00

Venue: Pavilions Nos.7, 4, EXPOCENTRE Fairgrounds, Moscow, Russia  

Organised by EXPOCENTRE AO

Supported by the Russian Ministry of Industry and Trade

Under auspices of the Russian Chamber of Commerce and Industry

Exhibition area: 5,000 sq m

Represented brands: 220+

Russian exhibitors: G’n’K, Noble People, Trade-Decor, Malenkaya Ledi, Bovebum, Batik, Truvor, Van Cliff, Naslednik Vyzhanova, Platin™, Karamelli, Mialt, Avrora, Artel, Elita, Yunie Fantazery, Isel, Piccino Bellino, etc.; our outstanding newcomers are Lel, MONIKA MO, Miagia, PTITIT, and Matematika™

Foreign exhibitors: Mayoral, Super fit, Pablosky, iDo, Keddo, OshKosh B'gosh, Kerry, DIDRIKSONS, Monte Blaze Polo Club, Kidmen, Baykar, Tugi, etc.

Countries: Austria, Belarus, Finland, Germany, Kyrgyzstan, Poland, Russia, Spain, Sweden, Turkey, the UK, Ukraine, Uzbekistan   

Group stands: Irkutsk and Kostroma oblasts

Product sectors: clothes for children, footwear for children, accessories for children, Premium – premium clothing brands, Teens – clothes for teenagers, retail equipment, fabrics and garment accessories

This year’s conference programme will be as rich as ever with more than 30 events. The industry’s leading experts will provide practical advice on increasing profits and effective management in today’s difficult environment, present new promising tools and business opportunities, which appeared during the pandemic, and talk about changes in certification and labelling of children's clothing and footwear.

The Choice of Young Champions fashion show will be held on February 21, which is the opening day of the exhibition. The show is organised by EXPOCENTRE in partnership with the Pelageya Gymnastics Center (Moscow) and devoted to the Russian team (#КОМАНДАГЕРОЕВ) at the 2022 Winter Olympics in Beijing.

The show will feature well-loved winners and medalists of Moscow championships, national and international competitions, gymnasts from the Olympic Reserve School and the Pelageya Gymnastics Centre, led by Polina Gruzdeva, a world-class gymnast, multiple winner and medalist of international and national competitions in rhythmic gymnastics. They will present collections of well-known manufacturers of children’s clothing – Smena, Noble People, Bodo, and others.

Two sessions of the ROSTEST Academy will be organised by EXPOCENTRE AO and ROSTEST AO on February 21 on the topics of Changing the Rules of Certification and Supervision of Circulation of Children's Goods: How Businesses Should Handle the New Risks and Mandatory Labelling Requirements for Children's Clothing and Footwear.

During the sessions, market participants – manufacturers, retailers and importers – will be able to get answers to questions related to changes in children's product certification rules, new state supervision procedure, rules for conformity assessment and labelling of children's goods, clothing and footwear. The session will be moderated by Nina Moshchenskaya, CEO at ROSTEST AO.

You can learn more and register to the Session on Changing the Rules of Certification and Supervision of Circulation of Children's Goods: How Businesses Should Handle the New Risks at https://rostest-ekspotsentr.timepad.ru/event/1900435/. 

You can learn more and register to the Session on Mandatory Labelling Requirements for Children's Clothing and Footwear at https://rostest-ekspotsentr.timepad.ru/event/1900471/. 

In addition, the exhibitors will have a change to get a personalized consultations for ROSTEST representatives. Register at https://rostest-ekspotsentr.timepad.ru/event/1901398/.

The Forum on the Children's Fashion: How to Enter Marketplaces and Not Run at a Loss, will be organised by EXPCENTRE AO in partnership with XWAY on February 21.

During the forum, XWAY representatives will talk about the development of e-commerce in 2021, the main trends in online trading that will continue in 2022, and the specifics of selling children's clothing and footwear on such major marketplaces like Wildberries, Ozon, and AliExpress. 

Representatives of Ozon, AliExpress and Detsky Mir have also been invited to participate. They will talk about the categories of children's goods on their platforms and present successful cases of shop opening and development. 

XWAY representatives will choose one of the existing shops on a marketplace and use it as an example to show how to improve product cards, improve category breakdown and analyse prices and turnover competently.

The forum will include there sessions: the Session of the Development of E-Commerce in Russia and the World, the Session of the Children’s Clothes and Footwear on AliExpress, and the Session on How to Increase Sales on Marketplaces. Speakers will include XWAY CEO Anton Larin, Executive Director Vadim Solynin, and Director for Information Products Alexey Svetlovsky. 

On February 21 the CJF Presentation Area (Pavilion No.7, Hall 1) will launch the Expo-Academy project, organised by EXPOCENTRE AO. Every day, project attendees will obtain up-to-date knowledge in the production and sale of children's clothing and footwear, and talk to renowned experts in the children's fashion industry. 

The first day will feature the Workshop ‘Like Mother, Like Daughter: How to Reach Children's Hearts by Registering Parental Preferences. Celebrity case studies (partner: the Plekhanov Russian University of Economics), whose speaker will be stylist, journalist, author of the Arsenic and Lace fashion and clothing podcast, author and lecturer at the Fashion in Modern Media programme of supplementary education at the Plekhanov Russian University of Economics Katya Shtern. It will be moderated by Director at the Fashion Retail and Fashion Industry Competence Development Center at the Plekhanov Russian University of Economics директор Svetlana Kostenko. 

Elena Pismenskaya, who is a regular partner of CJF – Child and Junior Fashion, 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”, will hold the Workshop on the Modern Format of Children's Retail: Offline & Online. 

The Blogger Day Forum, organised by EXPOCENTRE AO in partnership with the OLYMPX digital agency, will start at 14.15. It will be moderated by 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. 

On February 22, the Russian Trade Forum for Suppliers of Children’s Goods will bring together more than 30 buyers of children’s goods for retail chains. The event is organised by EXPOCENTRE AO and the Imperia congress and exhibition company. Forum participants will discuss how requirements for children's goods are transforming and how suppliers of children's goods can capitalize on changing customer preferences, as well as what steps need to be taken not only to enter a marketplace, but also to increase sales there. During the forum, experts will present the most up-to-date analytics on changing consumer preferences in the children's goods category and give step-by-step instructions on how to start or increase supply to marketplaces. Speakers will include representative of large analytical agencies: Maria Luchina (Ipsos), Andrey Shapovalov (Data Insight), Elena Shishova (Romir), goOMNI CEO Efim Aldukhov, and representatives of leading marketplaces of Russia and Kazakhstan (Ozon, Detsky Mir, Kaspi.kz, etc.) 

The forum’s key event will be the talks about supplies to more than 20 federal and regional retail chains and online stores within the Purchasing Centre for Retail Chains™: Children’s Goods. The participants will receive feedback on their products from retailers' purchasing decision makers. Click here to find more information and register>>. 

To increase efficiency of your participation in CJF, EXPOCENTRE organises a Trend Tour devoted to How to Use Children's Global Fashion Trends Right and Effectively in Your Collections on February 22. It is a great opportunity to take a closer look at new collections of key industry players and network with colleagues, partners and experts. 

This year’s partner of CJF – Child and Junior Fashion. Spring is the Kids Fashion Retail consulting agency. 

This time, our guide to the world of children’s fashion will be the recognised expert, CEO at Kids Fashion Retail and Smart Fashion Retail, partner and co-organiser of the CJF conference programme Elena Pismenskaya, who will talk about the latest trends in children’s fashion, show stands of exhibitors and their collections, assortment and the current consumer preferences. The tour will start at 14.00 near the Children’s Catwalk in Pavilion No.7, Hall 6. 

The regular workshops of the Fashion Consulting Group Academy will take place at the Presentation Area on February 22. The Group’s experts will share secrets of success with the CJF exhibitors and visitors. 

The speaker of the Workshop on Modern Loyalty Programmes in Children's Clothing Sales Natalia Chinenova, a lead expert in retail business technology at Fashion Consulting Group, will talk about the types of loyalty programmes, what customers expect from brands in 2022, how to make this tool effective and share case studies.

Galina Kravchenko, Director of the Assortment Department at Fashion Consulting Group, will explain which styles, colours, materials and patterns will boost sales of the children's clothes and footwear in the FW 22/23 season at the Workshop on Fashion Trends for the Children's Clothing to Boost Sales in the FW 22/23 Season. 

The day will be concluded with the Workshop on Social Media as a Full-fledged Sales Channel for Children's Clothing Brands. Katerina Diveeva, Director of Communications at Fashion Consulting Group and digital marketing expert, will share relevant cases, explain the latest social media trends and help you understand the useful social media tools for a more effective children's Instagram shop.

On February 22, the Workshop on What to Expect from the New Season: New Opportunities, Recommendations for Working with Different Categories of Children's Clothing will be held by Elena Pismenskaya, expert of the children’s fashion industry and head of Kids Fashion Retail.

In 2021, major changes continued in the fashion market: changing lifestyles and consumption patterns, the growth of online shopping and a major retail transformation, and the complexities of international logistics. All of this demanded quick decisions and deliberate changes in companies' business processes. This is what the workshops will focus on. 

At the first workshop Elena Pismenskaya will talk about the direction in which children's retail shops are currently developing, what interesting examples can be taken on board, and what strategy to follow in order to compete with major retail chains and marketplaces. The second workshop will discuss the immediate future of the children's fashion industry, what to expect from the new season: what opportunities have arisen, and what recommendations for working with the assortment for different categories of children's clothing are the most successful.

Two workshops on one day, Children's Shops – Experiences in Opening and Management. Speaking Honestly About Mistakes and Success and How not to Overpay for Delivery of Children's Goods in Times of High Competition will be held by the audience’s favorite CJF speaker Ekaterina Eliseeva. She has 15 years of experience of building wholesale and retail sales for international brands. Since 2016, she has headed the PFSolution sales school, opened more than 70 shops, trained more than 100 retail and retail shop managers and more than 1,000 salespeople. She is also an author of academic articles in B2B publications, speaker at trade shows, patent holder of a training game for retail shops "Learning to Hear a Customer's Need", and an author of the self-teaching book "The Salesperson's Desk Book. A Fascinating Way to Improvements". 

On February 23, CJF will feature a presentation of the 3^rd Russian Project of Testing Children’s Goods ‘Moms in Action’. It is organised by the Council of Mothers Russian Public Organisation and Parents’ Choice ANO in partnership with EXPOCENTRE AO.

The aim of the project is to support Russian manufacturers of quality goods and clothes for children and to recommend them from the Council of Mothers ambassadors to the interested parental community. Thanks to the active position of the exhibitors, more and more products are being tested by Moms in Action and receive a quality reference from their direct consumers – caring parents from all regions of Russia who choose only the best for their children.

The meeting will be moderated by Elena Danilevskaya, Federal Curator at the Council of Mothers Russian Public Organisation, and Head at the Moms in Action project.

Leading Russian manufacturers of quality children's clothing and footwear have been invited to participate. 

For the first time, the Melnitsa licensing agency, which sells licenses and promotes projects of the Melnitsa Animation Studio, will hold a Presentation "When the Licensor is a Guide to the World of Trends" on February 23 at 15.30.

The agency will share up-to-date information about the Moonzy and The Barkers' licenses, promotion and media support plans, as well as the professional tools used to create up-to-date brand guides. In particular, it will provide an overview of trends for 2023 from WGSN, the world's experts in fashion trend forecasting. The event’s speakers will be Elena Berezhkova, Head of Licensing Department at the Melnitsa licensing agency, and Anna Alekseeva, Head of the Fashion Category at the Melnitsa licensing agency. They will also announce the first licensed limited-edition collection for the twenty-fifth anniversary of the film "Brat" together with the INCITY brand.

On February 23, the Expo-Academy will feature:

• Workshop on How to Increase Children's Goods Sales by 20% in Two Months by Implementing Systemic Fashion Marketing. Organised by EXPOCENTRE AO in partnership with the Academy of Fashion Marketing (AFM). Speaker: Irina Pishchuk, a fashion marketing expert, marketing systems expert, writer, head at the Academy of Fashion Marketing (AFM). During the workshop, the speaker will answer the following questions: how to calculate sales growth of 20% in two months in the children's fashion industry, which indicators of the sales funnel need to be monitored on a daily and weekly basis, what to delegate and to whom so that the entrepreneur does not drown in operations, how to analyse sales channels in the language of figures and decide on dropping inefficient directions, how to make a marketing plan for monthly sales growth on your own?

• Workshop on the Factors Affecting the Success of a Children's Clothing Commercial Assortment Matrix. Organised by EXPOCENTRE AO in partnership with the Fashion buro of Yulia Karagodina. Speaker: Yulia Karagodina, professional clothing designer, fashion analyst, expert in creating commercial clothing collections in the fashion business, mentor, co-author of 120 collections and 2,500 models. The speaker will talk about the structure of the assortment according to the brand or trademark concept, principles of the commercial assortment matrix, and how offline and online fashion collection strategies are changing.

• Workshop on How to Manage Customer Behaviour and Enhance the Effectiveness of a Children's Clothing Store. Organised by EXPOCENTRE AO in partnership with the VM Guru agency. Speaker: Anna Balandina, expert in visual merchandising and store design, founder of the VM Guru agency, magister at the АrtEZ Academy

• Workshop on a Great Seller: How to Increase Sales in a Children's Clothing Store. Organised by EXPOCENTRE AO in partnership with the online Fashion Advisers School. Speaker: Maria Gerasimenko, expert in strategic management of the fashion business, founder of Fashion Advisers and the Online Fashion Advisers School. She will talk about the five important conditions of a shop operation, why standard sales psychology no longer works, and what needs to be done to reset to a sales breakthrough.

• Workshop on Why a Brand for Everyone is Utopia. Brand Uniqueness. Organised by EXPOCENTRE AO in partnership with the E-2 agency for promotion and development of clothing brands. Speakers: Emina Ponyatova, expert in assortment planning and analytics with over 15 years of experience in the fashion industry, and Tatiana Vasilyeva, founder of the E-2 creative agency for clothing brands, strategic fashion producer on the ShopAndShow TV channel, author of the courses on creating a unique selling proposition, identifying your brand's target audience, etc. Ms. Vasilyeva will talk about how to create a unique brand, what is a brand’s unique selling proposition, and how a properly created unique selling proposition can help increase sales and stand out from the competition.

On the final day, February 24, Soyuzexpertiza ANO of the Russian Chamber of Commerce and Industry in partnership with EXPOCENTRE AO will hold an award ceremony of the International Competition of Goods for Children and Teenagers of Soyuzexpertiza ANO. The competition aims to promote the competitiveness of Russian products on the domestic and foreign markets, as well as the promotion of high quality products from other countries to the Russian consumer market. The best products will be awarded medals.

Olga Shibetskaya, a Lovemark marketing expert, founder of the Mind Tonix Academy, head at the H2O.Business Evolution consulting company, will talk at the Workshop on Increasing Sales Through Effective Communication with the Customer about trends in communication with the customer in 2022, stories, how to capture attention, the influence of seasonality on communication with the customer, and managing a content plan and creating sales promotions. The event is organised by EXPOCENTRE AO in partnership with H2O.Business Evolution. 

The Master Class on How to Sell Children's Shoes, organised by EXPOCENTRE AO in partnership with Solas OOO (the Shoes by the Rules retail project), will introduce the expert in sales of children’s and teenagers’ shoes, and staff training, founder of the Shoes by the Rules retail project Svetlana Dolzhenko, who will talk about the process of buying children's shoes through the eyes of a parent, the needs of your customers, what a sales assistant needs to know about children's feet and what the characteristics of shoe models for children hide. The speaker will also discuss a checklist of professional competences of an expert salesperson of children's shoes. 

The topic of selling children’s footwear will be continued by Anastasia Akulicheva, brand manager of INDIGO KIDS (NSK Lux OOO, Novosibirsk) at the Master Class on Children's Shoes F/W 2022-23 – Emotion Design. She will talk about colour trends and their application in children’s shoe design as well as the key trends of F/W2022-23. 

The Children’s Catwalk (Pavilion No.7, Hall 6) will host fashion shows of CJF. Children’s Catwalk. Spring held as part of the Expo-Academy project on February 21–24 twice a day at 12.00 and 14.00. Young models will demonstrate collections from well-known clothing and accessories manufacturers. In the run-up to the shows, the exhibition pavilions will host a daily parade of young models – participants of the Children's Catwalk with banners and sound accompaniment. The show is organised by the CJF partner PROfashion Media Agency, which celebrates its 15th anniversary this year!

To attend the show, please register using one of the following ways:

• Online registration on the website:

- fill in the registration form with your e-mail address at https://www.cjf-expo.ru/en/visitors/ticket/?step=step1

- receive a personal e-ticket sent to the specified e-mail address and print it out

• Registration at the entrances to EXPOCENTRE Fairgrounds: fill in and sign a printed visitor questionnaire at one of the registration areas at the entrances to EXPOCENTRE Fairgrounds.

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Press Service, EXPOCENTRE AO