We develop successful market entry strategies for fashion brands in the Russian market.
by leveraging cultural codes, curated art collaborations, and strategic brand positioning
What We Do
We help fashion brands define who they are, where they belong, and how they grow.
From brand strategy to market entry — we build meaning-driven fashion businesses.
From brand strategy to market entry — we build meaning-driven fashion businesses.
OUR SERVICES
Strategic services for niche fashion brands
- Strategy & Positioning
- Brand strategy development
- Brand DNA and cultural code formation
- Market positioning in Russia
- Target audience & insight analysis
- Pricing and product strategy
- Market Entry & Growth
- Go-to-market strategy for niche fashion brands
- Brand launch strategy
- Adaptation of international brands for the Russian market
- Competitive analysis
- Art & Cultural Collaborations
- Art collaboration concepts
- Artist, designer & cultural partner curation
- Creative direction of collaborations
- Narrative and meaning-driven project development
- Communication & Image
- Brand communication strategy
- Brand storytelling
- Content strategy (digital & offline)
- Visual identity consulting
- Consulting & Support
- Strategic sessions for founders
- Brand and business audit
- Crisis consulting in the fashion industry
- Mentorship for designers and creative teams
OUR APPROACH
We work at the intersection of strategy, culture, and fashion.
We don’t follow trends.
We build positioning.
We create long-term relevance.
Our cases
- Case 1
Brand Repositioning
Challenge:
A niche fashion brand lost its clear positioning and experienced declining
sales in a shrinking market.Solution:- Brand and DNA audit
- Rebuilding the cultural code
- New positioning and brand narrative
- Adjustment of product logic
A clear identity, a coherent brand language, and readiness
for a new stage of growth. - Case 2
Brand Growth & Portfolio Development
Challenge:
A niche fashion brand with a strong identity reached a growth plateau and lacked a clear strategy for scaling and portfolio expansion.Solution:- Brand and product portfolio analysis
- Identification of new growth drivers
- Strategic product line expansion
- Long-term brand growth roadmap
A scalable brand structure, a clear growth strategy, and a diversified product portfolio aligned with the brand’s positioning. - Case 3
Crisis & Transformation
Challenge:
A brand in crisis: outdated business model and declining demand.Solution:- Strategic session with the founder
- Reframing the brand’s role
- New focus and growth scenarios
A clear direction and a manageable strategy for exiting
the crisis. - Case 4
Market Entry (Russia)
Challenge:
An international brand is planning
to enter the Russian market.Solution:- Cultural context analysis
- Positioning adaptation
- Go-to-market strategy
- Communication framework
A locally relevant brand without loss of identity, aligned
with the expectations of the Russian audience.
Natalie Shumi
Fashion strategist, Art Director, Artist
Founder of SHUMI (fashion brand) &
SHUMI FASHION CONSULTING AGENCY
Founder of SHUMI (fashion brand) &
SHUMI FASHION CONSULTING AGENCY
- 15+ years in the fashion industry.
- Expertise in brand building, positioning, and cultural strategy.
- SHUMI (fashion brand) in Top 100 Best selling russian fashion brands
- 7 successful fashion brand market entry cases in Russia
OUR TEAM
- Natalie ShumiFounder & Fashion Strategist
Vision, brand strategy, positioning,
cultural code. - Lidiya GolotenkoMarket Analyst
Market research, competitive analysis,
local insights. - Max AvdeevBrand Strategist
Brand analysis, audience insights,
brand DNA. - Eva StartcevaCreative Director
Creative concepts, visual direction, collaborations. - Julia SheinaArt & Culture Curator
Art collaborations, cultural partnerships, storytelling. - Konstantin SumatovFashion Business Consultant
Product strategy, pricing, business model. - Anna MitrofanovaPR & Communications Strategist
Media strategy, brand communication. - Evgenia SolovievaProject Manager
Project coordination, timelines,
client communication.
Prices
Strategy Session (for founders)
2 hours
2 hours
Diagnostics + recommendations
A focused 2-hour strategic session designed for founders and creative directors.
We conduct a rapid diagnostic of the brand, business model, and current challenges, identify key gaps and growth opportunities, and provide clear, actionable recommendations.
The session helps founders gain clarity, define priorities, and outline next strategic steps — whether for growth, repositioning, or transformation.
A focused 2-hour strategic session designed for founders and creative directors.
We conduct a rapid diagnostic of the brand, business model, and current challenges, identify key gaps and growth opportunities, and provide clear, actionable recommendations.
The session helps founders gain clarity, define priorities, and outline next strategic steps — whether for growth, repositioning, or transformation.
Brand Strategy & Positioning
Brand DNA. Audit. Positioning. Strategy Map
A comprehensive strategic service focused on building a clear, strong, and differentiated fashion brand.
We start with an in-depth brand audit to analyze the current positioning, brand DNA, product logic, and market context. Based on this analysis, we define the brand’s core identity, cultural code, and strategic positioning.
The result is a clear strategic framework that guides brand decisions — from product and pricing to communication and growth — ensuring consistency, relevance, and long-term value.
A comprehensive strategic service focused on building a clear, strong, and differentiated fashion brand.
We start with an in-depth brand audit to analyze the current positioning, brand DNA, product logic, and market context. Based on this analysis, we define the brand’s core identity, cultural code, and strategic positioning.
The result is a clear strategic framework that guides brand decisions — from product and pricing to communication and growth — ensuring consistency, relevance, and long-term value.
Go-to-Market (Russia)
Market Analysis. Brand Adaptation. Communication Strategy
A strategic service designed to successfully launch or adapt a fashion brand for the Russian market.
We analyze the local market, cultural context, and competitive landscape, then adapt the brand’s positioning, messaging, and communication strategy without compromising its core identity.
The result is a clear, market-ready go-to-market strategy that ensures relevance, cultural alignment, and a confident entry into the Russian fashion landscape.
A strategic service designed to successfully launch or adapt a fashion brand for the Russian market.
We analyze the local market, cultural context, and competitive landscape, then adapt the brand’s positioning, messaging, and communication strategy without compromising its core identity.
The result is a clear, market-ready go-to-market strategy that ensures relevance, cultural alignment, and a confident entry into the Russian fashion landscape.
Crisis & Transformation
In-depth audit, strategy rebuild, support
A strategic service for fashion brands facing stagnation, declining performance, or the need for fundamental change.
We conduct a deep brand and business audit, identify the core issues, and redefine the brand’s role, positioning, and strategic direction. Through close collaboration with the founder or leadership team, we rebuild the strategy and outline clear transformation scenarios.
The result is a renewed brand focus, strategic clarity, and a structured path out of crisis toward sustainable growth.
A strategic service for fashion brands facing stagnation, declining performance, or the need for fundamental change.
We conduct a deep brand and business audit, identify the core issues, and redefine the brand’s role, positioning, and strategic direction. Through close collaboration with the founder or leadership team, we rebuild the strategy and outline clear transformation scenarios.
The result is a renewed brand focus, strategic clarity, and a structured path out of crisis toward sustainable growth.
Mentorship / Consulting
Monthly support
Ongoing strategic support for fashion founders, creative directors, and teams.
We work closely with you on a monthly basis, providing guidance on brand strategy, positioning, product decisions, and business challenges. The format combines consulting, mentorship, and strategic thinking tailored to your specific situation and goals.
The result is continuous clarity, confident decision-making, and long-term strategic support as your brand grows and evolves.
Ongoing strategic support for fashion founders, creative directors, and teams.
We work closely with you on a monthly basis, providing guidance on brand strategy, positioning, product decisions, and business challenges. The format combines consulting, mentorship, and strategic thinking tailored to your specific situation and goals.
The result is continuous clarity, confident decision-making, and long-term strategic support as your brand grows and evolves.
More products
We Work With
- Niche fashion brands
- Independent designers
- International brands entering Russia
- Founders in transformation or crisis
Submit an application and
receive a free consultation
receive a free consultation
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Let’s build clarity and direction for your brand.
Contact us:
+7 985 858 8541
ng@shumi-official.com
Contact us:
+7 985 858 8541
ng@shumi-official.com
BC Simonov Plaza, office 1213
Moscow, st. Leninskaya Sloboda, 26, building 5
Moscow, st. Leninskaya Sloboda, 26, building 5
