Moscow takes to the catwalk
Shows, LIVE, brands, people and the guest’s digital pass in one place. Moscow Fashion Week and the BRICS+ Fashion Summit run on a shared platform instead of separate programmes.
MVP, ready to demo
I have built the MVP: each event has its own interface, while the account, loyalty and analytics are shared. It is ready to demonstrate to the organisers. What is built: section 05.
Summary
- Two parallel events run separate programmes, chats and mailings. A guest keeps two schedules; a brand builds a relationship with the same audience twice.
- MFW brings Moscow Fashion Week and the BRICS+ Fashion Summit together: shared sign-in, loyalty and analytics, with a separate interface for each event.
- A brand gets a profile that outlives the show. The organiser and the investor see figures for both events in one report.
- The MVP is ready to demonstrate to the organisers.
01 — Diagnosis
Two events, each with its own PDFs, chats and mailings
Parallel events of this scale have no shared entry point: not for the guest, not for the brand, not for the industry.
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Scattered programmes
Each event has its own schedule, participant list and navigation. PDFs, chats and mailings go out of date before they are published.
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Two sources instead of one
A guest interested in both events has to cross-check two schedules and two sets of materials.
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A brand loses its audience right after the show
The followers and loyalty a brand gains at a show do not carry over. At the next event it has to win the same audience again.
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No overall picture of the industry
Organisers have no shared showcase or common figures to present the two events as linked parts of one industry.
02 — Approach
One stage, two events side by side
MFW puts two events in one space and gives each its own interface.
Shared: account, programme, notifications, loyalty, Brand CRM/CDP and analytics. A one-off show becomes a lasting link with the audience. Registration and pass are separate for each event, because the audience and the journey differ. MFW guides the visitor: Brand → Designer → Show → Collection → LIVE/Replay → Follow → Reward. BFS guides the delegate: Organisation → Speaker/Delegate → Session → Topic → Meeting → Follow → Lead.
The audience engages weeks before opening: guests follow brands and designers and build a personal list of shows and sessions in advance. The organiser prepares in the system rather than in spreadsheets and email threads. Each new season adds to the data and needs no rebuild.
03 — Who it is for
Guests, brands and organisers: a layer for each
One platform, a separate interface for each role: a simple route to the show for the guest, a lasting audience for the brand, industry-wide figures for the organiser.
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Participants and guests
One paperless, queue-free journey: accreditation and QR, a programme with reminders, a directory of designers, brands, speakers and organisations, follows and favourites with a personal schedule, LIVE/Replay, buyer–delegate introductions and B2B meetings.
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Brands
The audience stays after the show. The Brand 365 profile keeps working once the event is over: followers and favourites, verified 30-day loyalty, a rewards wallet with a one-time QR for the market and the showroom, news and photos, audience invitations, order import from the till and sales tracking.
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Organisers and owner
A complete picture of the industry: shared registration for both events, synchronised official programme data, Brand CRM/CDP for all brands, and joined-up analytics on engagement and attendance across MFW and BFS.
04 — Scope
From the event programme to the owner’s analytics
The platform rests on three layers: participant experience, brand commerce and owner analytics. All three draw on the same data.
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Brand CRM/CDP
A brand sees its audience as it would in its own online shop: segments (subscription age, 30+/60+, favourites, buyers), saved and overlapping segments, a campaign builder and scheduler that checks consent and frequency caps, and deterministic test and control groups.
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Commercial analytics
The whole chain in numbers, from first click to repeat purchase: CAC/ROI, purchase attribution, average basket, repeat purchases, LTV, cohort retention, RFM, churn scoring, predicted CLV, next-best-action recommendations, acquisition-source economics, and automated journeys with branching and control groups.
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Owner Control Tower
One dashboard instead of two reports for MFW and BFS: each brand’s contribution, M1/M3/M6 cohort retention, GMV by attribution and by uplift, predicted CLV, audience flow and overlap, and the mix of acquisition channels. Metrics are classified as observed, attributed, incremental or modelled. Modelled estimates are not presented as audited.
05 — Stage
MVP built, demos under way
Both events are built on one platform. At the demo, organisers see their own events in its interface.
Done
- Two branded interfaces, MFW and BFS, on a shared platform: one account, separate registration and pass
- Personal programme with clash checking, reminders and change notifications
- Brands, designers, speakers and organisations linked to one another; follows and favourites
- BFS: B2B meetings and an end-to-end “meeting → lead” path
- Brand 365: audience segments, campaign builder, one-time QR rewards
- Owner Control Tower and admin console; automated responsive tests on seven screen sizes
Now
- Demo to the organisers of both events
Next
- Persistent database in the live environment
- Ecosystem economics: LTV curves, margin, 12-, 24- and 36-month scenarios
- Connecting each event’s programme and brands
- Use at the events themselves
06 — What it looks like
Four screens: MFW and BFS side by side
Screenshots from the current version. Each event has its own look, with one platform underneath; one tap in the header switches between MFW and BFS.
Tap a screenshot to open it full screen and swipe through all four.
07 — Get involved
Build the industry once, and it works for everyone
The shared account, a separate pass for each event and joined-up analytics are already built. I invite organisers, brands and partners to join from the start of the launch.