To better characterize her work, Natalya coined the term “Odezhdoterapiya”. This is a whole technique that allows, changing the style, color scheme and image, as a whole to improve the mood and adjust your life through clothes. Many girls who dream of female happiness: get married or become mothers, especially buy dresses by Natalya Novikova. And their dreams come true. Each month, designers receive letters from grateful customers with their stories about how her dresses changed their lives. How does this happen? The designer is sure that her clothes acquire magical properties thanks to the author's drawings and motivating inscriptions.
The success of fashionable clothes lies also in textiles. Many collections of Natalya Novikova are created from fabrics developed on the own equipment of the Fashion House. Natalia is also the author of innovative technologies for applying a pattern to fabric, many of which have no analogues in the world and are used both in her own collections and in collections of world fashion houses. To date, the brand "Natalya Novikova" is represented in more than 108 stores throughout Russia and the near abroad. The performance indicators of the Fashion House, the leadership qualities of Natalia, her entrepreneurial talent were highly appreciated by the experts of the international contest “Business Women 2015”, where Natalia became the winner in the nomination “Fashion Industry”.
- Natalya, tell us what you dreamed about as a child?
- My childhood dream was to become a fashion designer. All school notebooks were painted with models of clothes and accessories. I began to draw, sew and knit early: for about five years I had completely “dressed” dolls and knew how to knit socks. But simple needlework was not enough for me, the stormy imagination was looking for more and more ways out - and from the age of 12 I independently sewed my own outfits. Oh, this is a wonderful moment when you went out - and the whole street looked around. I like shocking, I like to surprise, amaze, find unexpected and beautiful images.
- How did you want to open your own business and what factors influenced this?
- I would say that "everything coincided successfully." My first female workers were students of my batik teacher, who asked me to hire talented girls and which I could not refuse. I was very worried at the time that I couldn’t provide all of them with business, because there weren’t so many orders - but then they rained down on us like from a cornucopia. Large orders from large companies, regular invitations to large exhibitions - after every working day I literally fell from my feet from fatigue, but I was extremely pleased with what I was doing.
- What difficulties were in starting your own business?
- The difficulties began when I decided that our experience was enough to start sewing clothes. A childhood dream haunted me, and I just dreamed of this idea. Not only was my patch used by other designers as a decoration, I wanted to embody my own ideas and implement them from sketches to the release of things.Then, taking a certain amount, I bought new equipment in our workshop and plunged into the creation of clothes with my head. And then they seemed to jinx me: nothing happened, absolutely. The equipment broke down, the patterns came out uneven, things turned out to be crooked - and this is with my sewing experience!
At that moment, I decided that this could not continue. I didn’t want to give up my dream, so I resorted to outside help. I hired first-class specialists and set up my full-fledged production. This decision of mine turned out to be an incredible incentive: since then we have known nothing but successful growth, large wholesale deliveries and constant multifaceted development. For example, the purchase of sublimation printing equipment allowed us to significantly expand the range: in addition to clothing, we began to produce home textiles, a wide variety of accessories, from avosek to ties. Like all major brands, we have an online store.
- Tell us about the marketing of impressions that you use in your business.
- Since we are a brand and manufacturer of designer clothes and accessories, of course, our company pays great attention to value-oriented and emotional design, both in products and in the interiors of shops and offices. For example, we make out our stores in the style of a cozy old city, with lanterns and cats, even hung with us made in the form of houses. In the interior of the store and fitting rooms we use life-affirming slogans that set up a positive purchase. In the dressing rooms we place photos of customers in our clothes, radiating happiness. And, of course, true legends about the product - as one of the reasons for its value. We collect real good stories related to our products. For example, a girl who could not get pregnant bought our clothes for expectant mothers (and she is very positive with us), and became pregnant within two weeks. My personal story is with a wedding dress sewn and dressed exactly a year before the next wedding, when the groom was not in sight. There were so many of these good stories, and they turned out to be so relevant to our audience that it was here that we had an incident. As a designer, they began to ascribe some magical properties a la sorceress. I am an Orthodox person, and I do not need such glory at all. I had to look for an explanation of the events from a scientist who wrote us a review of why and how visualization works.
- What is unique about your product, what advantages do you have over competitors?
- Firstly, we are constantly developing various innovative solutions for creating things. To date, we have three patents for the invention of technologies for decorative finishing of fabrics, and we also widely use our sublimation printing equipment. Secondly, we are breaking the stereotype that a complete woman cannot be dressed stylishly. Our clothes are presented in a range of sizes from 42 to 64, so even the owner of the most feminine forms in our stores will find something to please themselves with. And we also have extremely cute collections for expectant mothers, charged with positive energy and good mood. Thirdly, and, perhaps, “in the most important”, our things are meaningful. I always said and say that my fashion is decorating, but not only. I believe that every thing should talk with the world, carry a positive message and delight its mistress. I would call our design emotionally and value-oriented. We want to help women by buying clothes, investing in ourselves: in our tone, in our good mood, in our femininity, self-esteem. Thoughts are material, and each of our things is a positive thought, which helps a woman become a center of universal positive attention when she needs it.
- Do you plan to enter the international market or have you already entered?
- I do not plan to expand to the international market. Our Russian market is truly unlimited, like our open spaces.In addition, in creating my collections, I focus on a Russian woman, with her values, problems, and figure. I love our woman as a client.
Photo from the collections “Autumn 2015”, “In the county town N”
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