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Running head: INTERNATIONAL BRANDING 1
INTERNATIONAL BRAND 5
Kira Plastinina is a brand that is known all over the world. Its history in the fashion world this girl started quite young. At the age of 14 years she was able to create true masterpieces for adult women who prefer to dress fashionable and stylish. Her things have been very successful because Kira Plastinina develops only those fashions she is ready to wear herself. Kira Plastininas stores are called beauty studios, and for good reason, because only with the help of her fashion label she creates a refined and finished look. All fabric models of her brand are natural and purchased in Italy, so things have good wear resistance. Thanks to the excellent quality of fabrics and clothing, things do not stretch or warp in the wash and wear, as well as there are prevented all possibilities of shrinkage.
Director and chief designer of the Fashion House is Kira Plastinina herself. She is only 23 years old but her production is already being sold for fashionable women of Moscow, Kiev and New York. The chain of Kira Plastininas boutiques has 200 stores, and it is not the limit. Actress Lindsay Lohan and pop star Britney Spears took part in the advertising campaigns for the brand.
Niche fashion clothing for teenage women is empty. Therefore, we decided to take it. I developed the sketches together with a group of designers. Then technologists working on prototypes in Moscow, and after the model was determined a success, we have placed our Chinese partners for custom clothes, says Kira.
Note, that when in Moscow the first store was opened under the guise of Kira Plastinina, the ideologue of the brand was only 14 years old. Kira was admitted as the youngest fashion designer in the world. The girl was well aware that teenagers want to wear what they like and they will never buy a thing they do not like. A circle of admirers of Plastininas style expanded very quickly. By the way, in 2008, Kira Plastinina created a new luxury fashion line LUBLU Kira Plastinina. Line LUBLU Kira Plastinina was designed especially for young girls who are frequent guests to the social events, flashed on the red carpet and prefer not to follow fashion but to create it. Inspired by travelling, Kira Plastinina produced pret-a-porter collection for women who are always in trend. First LUBLU Kira Plastinina collection was shown in 2008 at the Milano Moda Donna. She was perfectly met by the public and the fashion critics. Since then, the collection LUBLU Kira Plastinina has been sold in the Central Department Store in Moscow, in the shopping center SPRING (Bosco) and Roberston Boulevard in Los Angeles.
The first advertising campaign of the brand was purely for adolescents. There were posters on the streets of Moscow in style of Japanese comics, which is popular among teenagers. The company wanted to clearly express themselves, says Andrew Wise, the former creative director of advertising agency BBDO Moscow. We think that the images of the manga will certainly be noticed. It is possible to attract attention of the target audience. By 2008, the shops under brand of Kira Plastinina worked in more than 40 cities of Russia and the U.S., where demand for teens clothing is traditionally high. Sergei Plastinin, father of Kira Plastinina, invested in the development of the brand around $ 130 million expecting to take the company to the IPO in 2010.
Thanks to the involvement of foreign stars, Kira Plastinina brand managed to create its own role model, says CEO of Fashion Consulting Group Anna Lebsak-Kleimans. According to her, the image of talented and successful women is most attractive to the younger audience. Twenty-year high school student is seeking to emulate that flash on the pages of gossip. Nevertheless, at the same time the company is at risk to lose those fans of the brand, which grew up with Kira. However, they have invented the compensation.
From season to season the brand progresses, and the collections are becoming full and of current interest. The main feature of the designer is still the principle of combining completely different ideas, outlines, and textures into one. Sexy things in the Pinup Girl style are skillfully combined with romantic dresses in light silk and lace frills.
Fashion collection LUBLU Kira Plastinina has been loved by foreign celebrities for a long time. Shows of the young designer had seen such models as Natalia Vodianova and Georgia May Jagger, the singer Sati Casanova, stylist Vlad Lisovets and many others. Production of LUBLU Kira Plastinina brand is loved and worn by many stars in Europe and in the USA.
In 2011, the fashion house of Kira Plastinina has increased its sales by 15% compared to 2010, which is also a significant achievement. The company has opened 50 more boutiques around the world and released two large and ten seasonal capsule collections.
Now our company is changing a lot, and I like it, Kira Plastinina answers the questions of Forbes from Dallas, where she is already studying in the business school, despite her young age. She is not much changed in appearance, but the fact remains that Kira is no longer a teenager, whose name promoted the same brand.
Recently in Dallas, Texas, a flagship boutique Kira Plastinina has opened. The choice of this city is not random: the designer is living and studying in Dallas for almost four years that does not prevent her from guiding the process of creating collections in the Moscow studio. LUBLU Kira Plastinina boutique is located in the heart of the city, at the Plaza at Preston Center. Conceptually, on the shop floor everyone can find a complete collection of the brand, as well as some models of special capsule collections.