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Friday 18.08.2017 | Name days: Liene, Helēna, Elena, Ellena, Liena
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Fashion in business: how to be heard in the modern-day world?

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Baltic news, News from Latvia, BNN.LV, BNN-NEWS.COM, BNN-NEWS.RUIt would seem that nowadays strict fashion trends have «died». This is because people for ways to look beautiful and comfortable. One of the minds behind TRÉS fashion line, Enija Mugurevica shares advice how to start a business in the fashion industry from scratch and be heard and noticed in the modern-day world.

TRÉS is a fashion line designed and produced by Enija Mugurevica from Latvia, Natalia and Marta Rozanska from Poland. The upstanding businesswomen met each other during their studies in Denmark. There the idea for the creation of a new line of clothes was born.

According to the company’s manager, the main goal TRÉS aims for is making sure products combine femininity and comfort.

«What we want is to create products that would always be the first choice in spite of constant change of fashion trends and regardless of seasonal change. We took inspiration for this when looking at simplicity and comfort of Scandinavians and the elegance of the French. We decided to combine those characteristics to make wearers comfortable and enjoy their femininity while wearing dresses with high-heel shoes and more comfortable footwear,» authors of the new fashion brand explain.

At the same time, Enija says the dream of entering the fashion world appeared for the first time while studying in Denmark. She said she shares taste in fashion with her colleagues, and that this was the key that brought them to the idea they are working on now.

When asked how the three authors work together, Enija said the most exciting is that they all have similar life and style values. At the same time, each of them adds something new and fresh to the overall design. «Such a development process is both interesting and helps maintain a high degree of quality,» she said.

The idea for entering the fashion business remained a dream for a long time. Motivation to start working came on a trip to Morocco to celebrate New Year’s there. «We thought it would be great if we all had one dress for celebrations, everyday life and travel.»

Dress design and development of new ideas took nearly five months. The hardest part was getting appropriate fabrics. She also admits that it was hard at first to find the target audience. «To be heard, to find out just how many things surround it, to find appropriate materials and to make the right cut. We have experience in design and fashion industry as a whole. The hardest is getting started, because more and more challenges appear all the time, but that’s exactly what makes it so exciting,» Enija told BNN in an interview.

She added that being heard is the most challenging part, because people nowadays follow what they hear and see. «But we felt from the very beginning that people value the idea of having multi-purpose clothes.»

Businesswomen also told about their experience dealing with people’s reactions to their idea: «When telling people your idea, you feel that people listen to you. Looking at the people who have bought dresses, we see they follow our basic idea – those dresses can be worn with sportswear and high-heels. When you’re heard by real people you view as your audience, it starts growing on you.»

Businesswomen reveal that many companies have expressed interest for TRÉS, wishing to establish cooperation.

Enija adds that social networks have been a very important tool for distributing the idea. Nevertheless, Enija notes that they first showed their idea to friends and family to see if there is anything that would need changing.

Competition-wise, Enija notes that even though there are many different brands around, her team does not feel that much pressure. «Of course there are many other brands around, but I think our dresses stand out with their ‘I’. We don’t merely aim – we move forward towards quality, comfort and femininity.»

At the moment, the company mainly works in Poland, Denmark and Latvia. «We send dresses to other countries. Germany has been very popular so far. We plan to expand to other countries next year. While Europe has been our main market so far, we hope to expand outside its borders in the future.»

Speaking of plans for the future, Enija says work has already commenced on future collections, including the winter collection.


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