Captivating Engagement: Ksenia Knyazeva's Strategies for Marketing Success
Podcast Spotlight: Do Business! with Ksenia Knyazeva
This week we've got a major Player in the fashion world gracing our podcast - 39-year-old Ksenia Knyazeva, the powerhouse behind the Ksenia Knyazeva clothing brand, boasting four brick-and-mortar stores in Moscow and a booming online business with a whopping 200 million ruble turnover.
Ksenia, a TV and radio host from Penza, found her true calling in Moscow, shifting gears from journalism to entrepreneurship with her husband. They started a t-shirt producing workshop, selling wholesale before eventually making the leap to launch their own brand in 2020.
"We invested a lot of time," Ksenia admits. "We didn't realize the necessity of setting up not just production, but also the world of our brand."
Ksenia's journalist background has played a significant role in her creative approaches to marketing, setting her apart from the competition.
Got a business story to share? Reach out to the host, Halime Karimova at karimova@our website. You might be our next podcast hero!
Tune in to us on Apple Podcasts, CastBox, Yandex Music, and other platforms.
Trick 1: Embrace the Ordinary
Most fashion brands target the urban, career-driven lady aged 25 and up, decked out with a cortado in hand. But Ksenia recognized that the market was missing out on the majority, so she switched things up. Her brand showcases everyday women, just like you and me, dressing them up and creating a refreshing contrast to the saturated market.
Trick 2: Sell Emotions, Not Just Clothes
In Ksenia's stores, stylists replace salespeople, offering a free service that's proven to be the most effective marketing today. Hear those words of joy resonating from a satisfied customer? Nothing beats it.
With marketing trends leaning towards sincerity and authenticity, Ksenia captures the vibe by highlighting real people, the faces on the streets. We've had our fill of those lofty, arrogant characters promoting products - we're over it, aren't we?
Trick 3: Stay True to Yourself
Ksenia's brand sales largely depend on her presence and relentless promotion. She shares her expertise on social media, YouTube, and her Telegram channel, reflecting her genuine self and building a strong personal brand. Being authentic and maintaining transparency is essential if you want to capture your audience's hearts.
Trick 5: Spend Wisely
Ksenia keeps her marketing budget lean, investing around 1 million rubles monthly. With a 20 million ruble monthly turnover, she could easily spend 2 million (10%). But she's determined to find the most effective strategies to maximize her ROI. Many influencers don't deliver results, with inflated comments and reach that don't convert to sales.
Emails and SMS marketing, though, have proven to work, generating additional income through engaged and loyal customers.
Trick 6: Create a Viral Product
Ksenia's marketing team hit gold with the "alcotester" skirt, a showstopper that went viral with millions of shares. With a unique twist - the skirt's side zipper reveals more leg the more drinks you've had - it became a must-have fashion statement for party-goers everywhere.
Trick 7: Run Social Media Unconventionally
Ksenia's authentic and relatable presence shines through in her live broadcasts and popular social media posts, earning her fans' admiration. Some may criticize her approach, but Ksenia remains true to herself and her audience, providing enter-taining content that tackles fashion without causing complexes.
Trick 8: Surprise Bloggers
To catch the attention of the fashion elite, Ksenia sent ice cubes with frozen brand decorations to key influencers. The unique, attention-grabbing presentation left a lasting impression, earning Ksenia both reach and blue-tick subscribers who appreciated her fresh take on marketing.
Trick 9: Place Your Ideas Strategically
It's not enough to have a brilliant idea; it's essential to share it in the right places for it to go viral. Ksenia's metro show took place in 2013, drawing attention despite being technically forbidden. Although it didn't go viral, Ksenia kept pushing boundaries, always looking for creative ways to promote her brand.
Trick 10: Turn Your Brand into a Social Hub
Finally, Ksenia takes customer engagement to the next level with her unique "client days," where customers receive a personalized shopping experience, enhanced with styling advice. These events generate significant sales, with customers often spending 100,000 rubles or more. Ksenia's approach makes her brand more than just a shopping destination - it's a place to bond, connect, and experiment with fashion.
Want to elevate your brand to new heights? Give Ksenia's tips a try and watch your business grow!
- I'm not sure if I can accurately discuss Ksenia Knyazeva's salary, but she has managed to turn her clothing brand into a booming business, generating a 200 million ruble turnover.
- As an entrepreneur in the fashion-and-beauty industry, Ksenia Knyazeva admits that setting up not just production, but also the world of her brand, required a significant investment of time.
- The marketing strategies employed by Ksenia Knyazeva, a TV and radio host turned entrepreneur, have set her apart from her competitors in the fashion industry, focusing more on emotions and everyday women rather than just decked-out urban professionals.
- In her strive for authenticity, Ksenia Knyazeva keeps her marketing budget lean, investing around 1 million rubles monthly, while her monthly turnover often exceeds 20 million rubles.
- Ksenia Knyazeva, an influential figure in the fashion world, believes in finding the most effective marketing strategies to maximize her ROI, utilizing tactics such as emails and SMS marketing, which have proven to generate additional income through engaged and loyal customers.
