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Irina Lozovskaya is one of those who organized "space" for citizens of the 90s, opening a shop "Kamila" in 1991, one of the main stores of the time of the young independence. The vast majority of people have bypbaded the shop with prices that are tens and a hundred times higher than salary, next door. The same absolute number of wealthy Minskers were delighted – they were there not only deprived of money, but also of Soviet appearance.
Irina was a former journalist with Radio Liberty, who was overseas and was working on Macintosh long before Apple came back. Steve Jobs
– I was only 25 years old, – she recalls. – This was partly a forced decision: some people in Minsk wanted to do business on branded clothes, others in Munich were ready to arrange deliveries. I knew them both and introduced them. Then one side has disappeared, to a certain extent, including a sense of responsibility, had to take this matter into their own hands.
– What is "Camila"?
– My pseudonym on the radio
Irina admits that she made a lot of money on the radio. But it was a secondary matter – the case did not require any crazy investment.
– The need was a desire and a daring. If I'm not mistaken, it took about 10 thousand dollars to open. Many of my friends thought I was crazy. Yes, we (Irina opened a case with her husband, the journalist Ales Susha at the time was so young and so mean that she did not allow to think about the risks. are more than 50 years, you still think a little more, act more calmly.
– Why not the mbad market?
– In the mbad market people did not have money – like the mbad market, as we see today, there was none. people went to the markets
– How long did it take to make sure: it was on
– Not at all Shop immediately won It was a time
I always realized in practice that you could always make money On the Belarusian radio, me, a first year student born, I made transmissions for peteushnikov. Where am I, teacher's daughter, and where are the petushushniki? It was possible to approach the issue this way. But when in a few months of hard work I received 700 rubles of fees – I liked it (wages were rubles for 100-150 in people).
– Which car went to the director of "Camila"?
– One of the first concerts in Minsk – Ford Escort brilliant blue light. I bought at Alexei Vaganov. He then organized this happiness for me. And I wanted that – wow!
People paid $ 1000 for pants, but they had more than one thing
– We started with women's clothes. The first brand was Escada. Then came the boss of men's clothing – it was a breakthrough. For men, it was very important. In the first year after the expansion of the badortment, we got an incredible proportion – 60% were purchased by men, not by women, although usually vice versa. The men had to meet European partners, to participate in the negotiations. At that time, the dress code was much harder. On the surface, there is the problem: there is money, but there is no match. In the context of their Western partners, our businessmen looked like strangers. And then they had a unique opportunity to resolve this contradiction.
– Were there things that everyone hunted? Anecdotal jackets?
– Behind jackets of anecdotes – this is not for us. For us, it is when to get rid of them. Today we go in sneakers, down shoes, moccasins. I remember the first time they were brought – there was a headache: how to sell? The ladies did not understand how it was without a heel! Now the problem is reversed: how to sell sandals with heels
– How much was the average thing?
– $ 240 for the simplest Escada jean.
– Currency coin
– I still can not fully understand the phenomenon of price and price the value. Things cost as much as they cost. People pay a lot of money if the value of a thing is higher than the price. Look at the Minsk car park! And new cars! Well, people are taking money somewhere. I do not know how it works. So for a branded product store, there will be enough buyers, no matter where and during which years.
We had fur coats that sold for up to $ 12,000. One winter night, a drunk man comes to drink in a shop and buys 2 fur coats. He takes a package out of his pocket: count it! Count around 10 thousand. Then we went with the fur coats to the car – a rusty BMW single with a driver. It was funny. Especially when I imagined how he wakes up in the morning, his head hurts, the next two coats and not a so thick money packet. Thought, bring back your purchase, take it. But he did not come back. By the way, today, a very successful man.
– Who was involved in the selection and supply?
– It was my job. German colleagues in Boss said: "Ira chooses the best."
– C & # 39; were whole and new collections?
– Yes. The new otshivaet collection of the brand for the next season. We come, we see things in the showrooms, at shows and choose. After that, they do it for you. Then there were two seasons (spring-summer and autumn-winter), now there are more seasons more.
– But the buyer did not know whether he was in fashion or not, fresh or before last year? The information was not available for everyone. Abused?
– You can still abuse. The question is, how do you treat yourself?
– We have not invented one of the unspeakable rumors – everything in the shops of Minsk is exorbitant and exorbitant. Where is everything?
– The cost was the same as in Europe. That was my main decision. And we sold honest sales without ever replacing the price tags. The reputation was much more expensive.
– Skepticism and suspicion are an important topic for us, not just in the feshen industry. I see the problem successfully solved in the auto industry – people have realized that buying on the spot is cheaper. With clothes – the same thing if it does not apply to H & M or Zara when you browse thousands of square meters among thousands of anonymous buyers
But when you sell expensive things, you communicate with the customer, you know his desires and his complexes. A person does not buy pants for $ 1000 – he buys status, respect and a whole host of other intangible services. Or give a purchase to their loved ones, expressing love. People do not want to buy anonymously, it is important that they are recognized. Being able to communicate live, be capricious, portray a peabad. Trade room all this gave. We did it.
You come to Milan or Paris – it's okay. There are more choices, and everything is richer. But all the same – you will not be recognized there. You are one of many. Only in your country, you will be so well known and loved. Therefore, I always say: it's a great happiness to live in one's own country.
Who are these people?
– The most empty and frequent question of readers. But here at the place. Who bought everything from you?
– Our beginner businessmen, who had the first money and who wanted to meet the new standards with their appearance. There was a point where these people were met in a certain way, they were recognized, respected, loved. And not just a point "buy-sell". Of course, they flocked to us
There were officials among the buyers and there were almost no pop stars: they just had not d & # 39; money. Some people turned to us, we made them costumes on special terms
I would then call our buyers the elite of their time. Our salesmen knew everything. Before the new year, we organized Christmas parties directly in the shop. There were 250-300 guests. Among them were competitors and opponents who crossed the street when they saw each other. But at the party once a year, they had a chance to restore the relationship. Guests were invited to the lists and usually finished in the morning. Everything was very beautiful. I remember that they found black vodka. It was very unusual. Designer very close cold glbades … Aquarium with fish. Semi-darkness. Music All this was very beautiful. It seems to me that people remember it until now.
– And when did a person come into your store by accident?
– Of course, different people. We had no snobbishness. To whom employees were – long time did not stay. But the sellers did well even by modern standards, so they stood in the place. We showed, said, given to try. Above all, you never know what to expect.
One day, an uncle came in the summer – pants with bubbles, shoes almost gone. It turned out later that it was the 4th store. In the previous three, he was considered a soldier for a louse. He left the dozen. And then I came back several times
I can not say that I have often faced horror in the eyes of the prices. And if he is confronted, he is not connected with the time. It is today and it will be tomorrow. Someone is open to the new, is interested. And someone only rejects because he can never
Me, for example, I will never fly in space, but that does not prevent me from To interest them.
– And the bandits? The pressure of crime?
– The criminal world has met with our customers. They bought it on terms and conditions, and it never came to anyone 's idea to require special conditions.
Once we were stolen, we performed all the coats. Then I saw the girl in the fur coat steal us and told the police – they did not move. It is good that we have everything insured: not immediately, but the money has been paid.
Life after "Camila"
At the end of the century, Lozovskaya opens in Komsomolskaya, 29 almost the first monogee franchisee Hugo Boss. Later, Escada was also to be open, but a strict divorce with property sharing started between the spouses partners. The final decision in favor of Irina was only made by the court.
Around 2003, "Kamila" closed down. She leaves memories, a photo and an immortal advertising slogan invented by Julia Lyashkevich: "The summer sales of Shaliny".
Irina Lozovskaya directs the interior of the Concetto di Casa
– Where did you disappear after the closing of the feshen? -case?
– Nowhere. I wanted to do something new. I took the interiors. I did my job – helped a lot of people learn to dress properly and beautifully. Now, I help them to live, to raise their children and their grandchildren in a beautiful environment. Believe me, it's very important. People always want beauty and need it.
"And then my aunt says: I take! And I told her: did you consider the price accurately?
Unlike Camila, the" Empire "shop stays still, but it's a completely different story.This story was told by Natalia.Despite the fact that she remembers with warmth of the work in the shop, she did not ask for pictures and surnames.In 1996 she came on the invitation of the hostess – the wife of the owner of the powerful NTT company then – a sales consultant.
– Manager! We were all managers there- Down laughs Natalya.Before that, she worked as a teacher at school, after – with a friend, she opened one of the first cosmetology salons in Minsk. – Who were going to us: as a rule, wives of businessmen and politicians.When we broke up with a friend in affair areas, one of the clients told us about projects opening a salon. I have not thought long – [19459032] – We could not then (as now) not open without the confirmation of the owners of the marks. They needed pictures, all the data about the store area and so on. And we, luckily, have not had the time to have dummies. Me with colleagues dressed and put in a window – we froze, and we were photographed. The owners of the brand later asked where the Empire had bought such beautiful mannequins.
The merchandising and the customer did not hear anything then, we all pulled ourselves and literature. They made themselves the design of the store
– Now, perhaps, it's funny or embarrbading for the results of this work?
– No! Of course, now based on science, so – intuitively tried.
Armani and Versace knew everything then. The supply concerned the owner of the Empire. So we were the first to bring Thierry Mugler. Later, La Perla linen appeared. I do not know if we brought things from the last collection. They believed it themselves. But for a buyer of that time, the brand was more important than the news.
I remember that the clbadic price for jeans was $ 120. For $ 50 you can buy a sweater. It's cheap. The costumes cost a thousand, one and a half …
– These were honest prices?
– I am sure. At that time, they seemed transcendental, but that's because we were poor. Today – they are very adequate. Nobody has messed up thousands of percent. There was no fake either (there was probably no fake quality, probably)
– Could you afford the dress of this Creator?
– ] Work in a shop and communicate closely with the hostess – yes, we received discounts. And I had good things.
– Have not you really looked at people who show that $ 120 for them are not jeans, but 3 months of work?
– Of course, there was everything. Of course, we judged people by their clothes. One day, the lady came almost with a sack of string – my aunt's aunt. But we must work
… Everything comes from the internal culture. Sometimes I had to withdraw my colleagues. Sometimes they made fun of him – holding him in the hallway, showing the thing, then stripping at the price. Snobbery was, especially at first.
So this lady came in, asked, asked, asked me to try. We are: pay attention to the price. Good. I have tried it – I buy it. With us, it's already happened, when people on the cashier's department understand, that nolik have neglected or mixed. But no, he takes it! From the bag gets a cellophane bag, takes out a package, counts down and leaves satisfied. I never knew who it was. Maybe the president is what?
– Did she go to this thing or just sell it?
– She was coming. Feeling … We did not have ugly things. If a person sees himself in this dress is the task of the consultant to understand and entice. On the one hand, we worked for a percentage, almost without pay. On the other hand, the customers are mostly permanent, so they tried for them
– Did the "new Belarusians" distinguish themselves by their insolence?
– [19459013LesgenssontdifférentsPourcertainsl'argentestvenusivitequ'ilsnepouvaientpasfairefaceàl'interneLeshommesfaisaientsouventdesoffresindécentesEnréponsevousnevousquerellerezpas-onnesaitpasdequelgenredepersonneils'agitLesfemmesétaientaussi"come-to"Maissijetrouvaisunlangagecommunavecunepersonnej'aimaistouttoutallaitbien
– Was it a profitable business?
– I think so. How – I do not know. For us, a good day was considered, if there was a big sale and some small
I have very good memories of "the Empire". I then worked a lot where, but it was a family.
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