1. Please tell about LuxOut concept.
People like designer clothes, brands in Azerbaijan. Unfortunately everyone can't afford it. LuxOut covers the middle layer of the population and helps to buy branded outfit from the new collection at affordable price. During 1.5 years of intensive work we have achieved very good results. Recognition of our brand is high and growing. We have adopted western system of work and evaluation of things is done according to the generally accepted international standards.
11 questions with Sabina Mirzayeva-Atayeva
I draw inspiration from the results of work, look through the archives, read customer feedbacks. And every time I realize the main benefits of our business, especially for society. Then I understand that we have no right to stop.
2. What prompted to create this service in our country?
I love vintage clothes. And I always went to vintage boutiques abroad. I sold and ordered clothing on foreign websites. And suddenly I had a question why there is no such service in Azerbaijan. That's how it all started. At first glance the idea of establishing such service where there is no culture of vintage clothing seemed risky. According to our mentality, stereotypes "to give a new life" to things could also turn out to be a failed idea. But I believed in idea. And belief, as it is known is the main component of success.
3. What benefits help your business to be successful in crisis?
Now luxury brands are sold at unimaginable prices. Mass market has become inaccessible taking into account its bad-quality. And here we come. Branded designer clothing with an optimal price/quality ratio. Therefore we are not afraid of crisis.
4. Video content is gaining popularity in social network. Does LuxOut plan to use this type of advertising?
It is a development area for us. We are working on it. We want to do something original, different from a standard video. All our projects have a specific concept, they are different in style and content. We try to create natural images by avoiding glamor.
5. Your recipe of every day motivation.
I draw inspiration from the results of work, look through the archives, read customer feedbacks. And every time I realize the main benefits of our business, especially for society. Then I understand that we have no right to stop.
6. Your principles. What do you never advertise and why?
We have trusted relationship with customers. And quality is our main principle. We never sell bad-quality outfit in order to maintain good relations. It is unacceptable as we do not want to lose trust of our customers.
7. What kind of jewelry do you prefer: classic or extravagant?
Frankly I prefer classical decoration. But in recent years something began to change in me. Now I also like large jewelry. When I saw Marni cuff I felt in love. It's like a business card, as well as a ring by local designer Turan Kerimbeyli. Who erased border styles. If before I was dressing to maintain a steady style, now I dress to suit your mood. I'm in the locker room there are all styles, I just love to mix them. Today, for example, I have the eastern mood. Boots complemented my dress combination.
8. Great women that inspire you In fact, most of them.
I was impressed by Coco Chanel autobiography. Her name was mentioned not because of her little black dress or a tweed suit. I was amazed by how she was able to influence on the fashion world history, liberate women from the heavy corset and completely change women consciousness. Coco had used marketing skills, increased her sales by techniques that become popular nowadays. LuxOut - is also new culture in Azerbaijan, created contrary to the mentality and stereotypes. To stand at the origins and build such kind of business is very difficult but damn exciting.
9. 5 must-have things in your wardrobe.
Boyfriend jeans
Slip dress
Oversized jacket
Strict male cut coat
White shirt
10. Plans for the future.
We plan to launch menswear in autumn . There will be also men's accessories. We are constantly work on ourselves, experiment, launch new projects. Recently we successfully introduced jewelry that even do not reached the website. They were sold out instantly, basically for gifts.
11. 3 practical tips for future entrepreneurs from you
Belief in idea.
Non-stop working 3 years at least.
To listen customers. Get their feedbacks. Accept criticism and benefit from feedbacks.