Kyrgyzstan fashion company goes online to sell internationally

6 July 2022
ITC News

ITC e-commerce mentoring provides 75 businesses in Kyrgyzstan with the knowledge they need to reach global markets. Inesse Fashion is one of them.

Inesse Fashion is one of 75 businesses in Kyrgyzstan that receives training and one-on-one coaching to sell internationally through online channels. The business was hit hard by the COVID-19 pandemic in 2020. The owner Gulnaz Baiturova had to act quickly to keep the business afloat.

Inesse Fashion joined the International Trade Centre’s Ready4Trade project funded by the European Union. Thanks to that, she benefited from tailored support by one of the 40 advisors specifically trained for the project. 

Interventions and recommendations

Inesse Fashion and other participating companies were trained on creating a website, selling through online marketplaces, using online payment solutions, developing a digital marketing strategy and understanding the logistics behind e-commerce.

Through ITC’s support, Baiturova made important changes to their digital content development for social media.

“Thanks to face-to-face and on-the job consultations, we decided to change our concept on Instagram to make it more client-oriented and diverse,” says the founder. “We are creating more stories, videos, and live photos to attract more visitors. I now have a clearer vision of the marketing and digital strategy for our brand and hope we will succeed in implementing our future plans.”

As a digitally advanced business, Inesse Fashion was also invited to participate in the project’s eBay e-lab and opened an account featured on the eBay Central Asia hub.