Alisa Bokha on the success of the Monochrome brand, collaborations with Pantone and Reebok, and entering the global market

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Fashion Factory School

Published on Apr 9, 2023
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Today our guest is Alisa Bokha - a star stylist, founder of the famous Russian brand Monochrome and lecturer at the Fashion Factory school. In 2015, Alisa and her husband Nikolai created one oversized hoodie. Today, the brand has millions in turnover, stores in top locations - on Stoleshka, in Dubai Mall and others, collaborations with global brands like Reebok and Pantone, and their clothes are worn by Tina Kunaki, Emily Ratajkowski and Heidi Klum. In this video, Alisa will tell how they did it, and a friend of the brand - Alexey Borodachev-Arkhipov - director of the fashion department of Robb Report and "Rules of Life" will share advice on how young brands can get into fashion publications. Create a fashion brand from scratch in 4 months on the “Fashion Impulse Pro” course: https://tinyurl.com/47mt2m9p 0:00 - What the video will be about 1:54 - Getting to know Alisa Bokha. From an advertising manager to a star stylist 7:03 - How the idea came to create your own clothing brand 8:48 - About the launch of the Monochrome brand from one sweatshirt 11:23 - How Vera Brezhneva helped at the start 12:37 - About investments 15:01 - Why oversized? 18:00 - The secret of Monochrome's success 19:24 - About the first sales 21:16 - "Why so expensive?" 26:44 - Promotion. How to convince celebrities to wear your clothes 30:10 - Collaboration as a way of promotion 32:08 - The first collaboration with Yandex.Food 33:28 - Monochrome x Reebok collaboration 34:33 - How to make a collaboration with the world institute of color: Monochrome x Pantone 39:47 - About the Monochrome x Spartak collaboration and what does singer MakSim have to do with it 44:30 - Advertising the course taught by Alisa Bokha 44:47 - About the team and multitasking 45:59 - Who is responsible for the design? 47:45 - About the approach to the production of Monochrome collections 50:18 - Why does a brand need its own production? Pros and cons 53:04 - About stores. The first Russian brand to open on Stoleshka 56:22 - Getting to know Alexey Borodachev-Arkhipov - fashion department director at Robb Report and "Rules of Life" 56:44 - Why are Monochrome items taken to magazine shoots? 58:43 - What a brand needs to do to get into a magazine 1:03:07 - How to attract the attention of publications 1:07:34 - About experience with marketplaces 1:11:26 - How to make sure that your clothes are worn by world stars - Tina Kunaki, Heidi Klum, Emily Ratajkowski 1:13:45 - About entering the global market - Farfetch, Dubai 1:14:30 - Brand development plans 1:16:11 - Tips for those who want to create their own brand Register for our broadcasts to receive additional materials https://tinyurl.com/3hm4zxbp Learn more about our courses: https://tinyurl.com/2vn6h6wx Telegram - https://t.me/hacking_fashion VK - https://vk.com/fashionfactoryschool #fashionfactory #fashionfactoryschool #brandclothes #womensbusiness #monochrome #alisaboha

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