Pop goes fashion Romanian designers come up with new business model

Newsroom 07/10/2013 | 04:38

Launched in May, Eva – Romanian Design is a pop-up store seeking to demonstrate that an urban experiment can be a successful business model using the idea of association.

 Oana Vasiliu

The brainchild of PR firm DC Communication and online fashion store Molecule-f.com, the project saw a former fashion destination and neighborhood landmark, Eva department store, become Eva – Romanian Design. The shop is the first Downtown Bucharest project, an urban regeneration scheme for the area between Romana Square, Icoanei Garden, University Square and Cismigiu Garden. The challenge is for the business model that the two companies have presented to continue in this format until 2014, generating sales and promoting Romanian designers.

The project uses the pop-up shop system, where every designer brings his/her own stand and pays for a window display. Currently, the fashion gallery hosts 14 Romanian designers and brands. The space was provided by the real estate investor Blue House Capital, which receives a monthly percentage of the store’s sales.

Shoppers can find items from RON 40 (accessories) to RON 5,000 (runway pieces). Every designer sells items both at accessible prices for mass-produced products and expensive couture pieces.

Sales started briskly in May and June owing to the new concept, July and August saw dips, while growth resumed in September.

According to Cristian Mosoia, communication coordinator for Asociatia Ivan Patzaichin – Mila 23, which promotes the Patzaikin brand, the store is visited by 40-50 people per day. The typical customer has a passion for fashion, earns an average or above average income and is financially independent.

Urban space channels spirit of Danube Delta

Last week, sporting legend Ivan Patzaichin, who promotes his self-named brand in the fashion gallery, was involved in the transformation of an urban garden that brings the spirit of the Danube Delta to the heart of Bucharest.

Former sprint canoer Patzaichin is currently trying to revitalize the sport, especially in the delta.

The installation is an outdoor urban garden in front of the store and in the display windows that aims to link urbanity and nature, traditional and contemporary design, taking as its starting point the everyday traditional culture of the delta.

“We selected the Danube Delta because it is one of the locations that Romania should promote in order to position itself as a destination for slow tourism enthusiasts. The idea of an art installation that promotes nature and the heritage of the Danube Delta is part of the Patzaikin brand philosophy: to appeal to modern design, innovative technology and creative tools in order to reinterpret traditions,” said Teodor Frolu, of the Asociatia Ivan Patzaichin – Mila 23. Entry to the exhibition, which runs until November 15, is free of charge.

The store, located at 9 Magheru Blvd, is open from 12.00 to 20.00, Monday to Saturday.

oana.vasiliu@business-review.ro

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