Business programme
for the Central Asia Fashion Exhibition
28-30 JULY 2025
Almaty, Atakent Exhibition Center, Pavilion 9, SHOW AREA
● Research ● Forecasts ● Solutions ● Peer Experience ● Case Studies ● Networking
July 28 / Monday / SHOW AREA, Pavilion 9
15:00 – 16:15
Strategies for fashion brands: how to find and keep your audience
In a world where trends change faster than the weather and competition grows daily, fashion brands must understand their audience, their desires and how to engage with them effectively if they are to succeed.
During the session, we will discuss:
- How to create a strong and recognisable brand: what makes you stand out from your competitors and builds customer loyalty;
- What it takes to develop an effective content strategy, including how to create engaging, inspiring and sales-driving content;
- How to use digital tools effectively, from social networks to email marketing, to reach the maximum audience;
- How to build long-term relationships with customers and turn buyers into loyal brand fans.
Moderator: Farangiza Shukasheva
дdirector of the ZimaBlue research agency and a co-founder of the ELDEE communications agency. She features on the Forbes '30 Under 30' list and has delivered a TEDx talk. According to the American Vanity Fair, she is one of the 17 young leaders working to achieve the UN Sustainable Development Goals.
Speaker: Saltanat Ibraeva
Founder of the consulting company Retail Partners, the offline marketplace for Kazakhstani designers and brands CoLab Multibrand, and a Fashion Retail expert and consultant with over 15 years of experience.
Speaker: Oksana Shkrygunova
Founder of the communications agency YOS Agency, former PR Director of Mercedes-Benz Fashion Week Almaty, former PR Director of Almaty Pop-up Store, and project lead of the large-scale initiative dedicated to national costume — Ulttyq Sezim.
Speaker: Sevil Amangeldieva
owner of a chain of concept stores with selective brands Seven Lifestore, 13 years in the premium segment, fashion buyer.
Speaker: Zarina Akhter
creative producer, visual creator in Singapore, experience in fashion, photography and IT branding.
Speaker: Aiza Opan
art director and stylist, visual creator with a focus on Central Asian fashion and culture, fashion show organizer.
July 28 / Monday / SHOW AREA, Pavilion 9
16:15 – 17:30
The power of a brand in fashion: from the idea of a collection to packaging
In this session we will reveal the secrets of creating a powerful and memorable brand in the fashion world. We will go all the way - from the birth of inspiration for a collection to the final touch in the packaging, to understand how each element works to strengthen your brand.
At the session we will discuss:
- How does the idea for a collection come about and how does it convey your brand values? What makes your collection unique and how do you convey this to the consumer?
- The role of the visual component: from the logo and corporate identity to photo shoots and advertising campaigns. How to create a recognizable and attractive brand image?
- Customer experience: from website visit to product receipt. How to create a memorable user experience that speaks volumes about your brand?
- Packaging as an extension of the brand: how to turn it into an effective marketing tool. How to create packaging that you want to keep?
Moderator: Ekaterina Antsiferova
Deputy General Director for Commerce, Dalli delivery service.
Speaker: Timur Bektemirov
Representative of the ethno-brand Yaka.
Speaker: Natalia Edis
headwear designer. Founder of the Edis brand and the online school Shapolie, Member of the Council of the Russian Association of Headwear Designers, Union of Artists of Russia, laureate of the Pierre Cardin and Vyacheslav Zaitsev Prize.
Speaker: Dmitry Mun
CEO of the premium men's clothing brand BML.
Speaker: Sergey Manukyan
director for the development of the women's clothing brand Emka.
Speaker: Roxana Nassenova
designer of the Rox Nassenova brand.
July 29 / Monday / SHOW AREA, Pavilion 9
14:30 – 15:45
The new rules of the fashion industry game: digital technologies, AI and gamification
In today's rapidly changing environment, innovation is no longer just a trend — it's a necessity for fashion brands to thrive. In this article, we explore how digital tools, artificial intelligence and gamification are changing the landscape and creating new opportunities for brands.
During the session we will explore:
- The digital transformation of the fashion industry: from online shopping to virtual fitting rooms. Which technologies are already in use, and how can they be implemented in your business?
- Artificial intelligence in fashion: from trend analysis and personalization of offers to the creation of virtual models and logistics optimization. How can AI make your business more efficient?
- Gamification in fashion: how to engage the audience with interactive games, contests and rewards. How to turn the shopping process into an exciting adventure?
- Metaverses and virtual clothing: the new frontier of fashion. How can your brand find its place in the virtual world?
- Examples of the successful implementation of new technologies in fashion, including inspiring case studies and practical advice.
Moderator: Aiman Moldabekova
the first Cybermodel of Kazakhstan, social activist, ambassador of creative industries according to Kazakhtourism.
Speaker: Ilya Burmistrov
co-owner of the iWENGO business school and the Lennuf online store launch platform. 14 years of experience in Russian luxury fashion retailers (Mercury, Aizel).
Speaker: Almas Kerimbek
дclothing designer, founder of the Qanaker brand, participant of KFW shows, Visa Fashion week, collaboration with fashion brands of Kazakhstan, including Aida Kaumenova, Salta Zeine and others.
Speaker: Aibolat Kulatai
founder of Thousand IT, Aqyl Battle, Sez App.
July 29 / Monday / SHOW AREA, Pavilion 9
15:45 –17:00
Fashion scenography: how store design shapes brand image in Kazakhstan
In today's reality, offline retail is not just a place of sale, but also an important point of contact between the brand and the buyer.
At the session we will learn:
- The role of store design in creating a strong brand: how space can reflect a brand’s values, history and style.
- Specifics of the Kazakhstani market: how to take into account cultural characteristics, consumer preferences and trends when creating store designs.
- Trends in fashion scenography: from minimalism and sustainability to interactive installations and personalized experiences.
- Practical cases: analysis of successful and unsuccessful examples of store design in Kazakhstan.
- The Impact of Design on Sales and Customer Loyalty: How to Create a Space That Attracts, Inspires, and Encourages Purchase.
Moderator: Marina Polkovnikova
expert in the development and implementation of design concepts and merchandising, founder of VMC Retail, international consultant at EBRR.
Speaker: Inna Apenko
founder of the Kazakhstani clothing brands Mimioriki and Global Nomads, member of the Presidium of the Light Industry Association of the Republic of Kazakhstan.
Speaker: Алишер Бакыт
entrepreneur, founder of the ethnic brand Moonshuaq, popularizer of Kazakh culture through modern fashion.
Speaker: Indira Adil
Co-Founder and CFO of Adili Brand.
Speaker: Valentina Irubaeva
head of the company ProMerch.
Speaker: Alena Shestak
Co-founder and CEO of Fashion-Outlet.
July 30 / Monday / SHOW AREA, Pavilion 9
14:30 – 15:45
Top sellers of Kazakhstan: the entrepreneur's path from start to million-dollar turnover
During the session, you will have a unique opportunity to hear success stories from top Kazakhstani sellers first-hand! We will analyse their journey from their early days in the industry to reaching the top, highlight the key factors of their success, and discuss the challenges they faced.
At the session we will discuss:
- Secrets of choosing a niche and creating a sought-after product: how to find your unique niche on marketplaces and offer the market what is really needed.
- Strategies for attracting first clients and effective tools for scaling business on marketplaces.
- Secrets of financial and team management: how to effectively manage finances, attract and retain talented employees.
- Practical tips and life hacks for beginner sellers: valuable advice from practitioners that will help you avoid mistakes and achieve growth faster.
Moderator: Ekaterina Svetlichnaya
head of the first online entrepreneurs community in Kazakhstan Sellers.kz.
Speaker: Vyacheslav Kim
top seller at Kaspi in the category «Women’s clothing».
Speaker: Maxim Chernoivanov
entrepreneur, specializes in manufacturing goods in China. Experience in sales on online platforms such as Amazon, Ozon, WB, Yandex Market, Uzum, Kaspi, Teez and others.
Speaker: Marsel Khanafeev
entrepreneur, founder of the MARSEL brand, more than 1 billion tenge in turnover in the commodity business. TOP seller Kaspi.kz, partner of the retail chains Sulpak and Mechta.
Speaker: Alpamys Alpys
CEO of GoCrowd, a licensed platform for financing sellers on Kaspi and Wildberries.
Speaker: Alexander Lesovichenko
e-commerce entrepreneur, founder of the NOMADICA brand — products for an active lifestyle.
July 30 / Monday / SHOW AREA, Pavilion 9
15:45 –17:00
A meeting with the leading marketplaces of Kazakhstan is taking place at the CAF site
The session will include a meeting with representatives of the leading marketplaces in Kazakhstan. Participants will have the opportunity to ask questions directly and receive personalised advice and consultations on how to successfully promote their products on the country's largest online platforms. They will also have the chance to establish useful contacts and partnerships.
At the session we will discuss:
- Advantages and features of working with each of the presented marketplaces.
- Requirements for goods, terms of cooperation and commissions.
- Effective strategies for promoting products on marketplaces.
Moderator: Maxim Chernoivanov
entrepreneur, specializes in the production of goods in China. Experience in sales on online platforms such as Amazon, Ozon, WB, Yandex Market, Uzum, Kaspi, Teez and others. The group of companies' revenue for 2024 is over 1 billion tenge, more than 2 million units of goods have been sold.
Speaker: Ivan Sakharov
head of the seller attraction group at Ozon Fashion.
Speaker: Evgenia Savenkova-Petrichenko
head of Development for Wildberries in Kazakhstan, Georgia, Kyrgyzstan, and Tajikistan.
Speaker: Ainura Rakhimzhanova
head of Marketplace Department Lamoda Kazakhstan.
Speaker: Vera Nemkaeva
vice President of Commerce, Teez.
Host of the business program at the Central Asia Fashion exhibition:
Natalia Mironova
organiser and moderator of educational seminars and business programmes Head of Business Programmes at PROfashion Media Holding.
The organizers reserve the right to make changes and adjustments to the program
Attendance at seminars, analytical sessions, business cases, and panel discussions of the business conference is free of charge.
Who attends the business conference?
Owners and proprietors of fashion stores, CEOs of leading fashion companies, managers and key specialists in the fashion industry, buyers, fashion manufacturers, fashion designers, commercial and financial directors, top management of shopping centers, sales department specialists in the fashion sector, online retailers, fashion experts, journalists, and bloggers.