Anatoly Ilin: Surprising Milavitsa’s Fans with Innovation and Quality
Anatoly Ilin: Surprising Milavitsa’s Fans with Innovation and Quality
In an exclusive interview, Anatoly Ilin, the General Director of Silvano Fashion, the exclusive distributor of Milavitsa, shared his insights on the brand’s journey, its achievements, and the evolving perception of women’s lingerie. Milavitsa, a brand with a rich history spanning over a century, continues to captivate and surprise women with its unique and high-quality products.
Leading with Experience and Vision
Anatoly Ilin has been at the helm of Silvano Fashion for over a year, steering the company towards new heights. His journey began as the head of the financial and economic department, and his promotion to General Director in September 2018 marked a significant turning point. Under his leadership, the company has embarked on numerous projects aimed at better understanding and catering to the needs of modern women.
Navigating a Women-Dominated Industry
Working in a predominantly female environment presents its unique challenges and rewards. Ilin’s previous experience with a female collective has equipped him with the skills to navigate this landscape effectively. He emphasizes the importance of professionalism, teamwork, and a shared desire for growth. His management style is characterized by a focus on initiative and collaboration, encapsulated in his motto: “We hire you not to tell you what to do, but for you to tell us how to handle various situations.”
Innovations and Achievements
Under Ilin’s leadership, Milavitsa has introduced several groundbreaking changes. The classic lingerie line has been completely revamped, featuring innovative materials that are unparalleled in the Belarusian market. A standout feature of the new collection is the Body Art Innovation line. Additionally, the company is working on transforming the concept of its retail stores and launching an online store. These initiatives are complemented by efforts to automate business processes within the company.
Quality Lingerie: A Necessity, Not a Luxury
Ilin firmly believes that quality lingerie is essential for women’s health and should not be considered a luxury. Milavitsa’s extensive experience in the delicate segment of women’s lingerie enables the brand to combine bold, modern ideas with functionality and quality. Each piece of Milavitsa lingerie reflects individuality, whether it’s classic, trendy, elegant, or inspired by French chic. The brand’s goal is to ensure that women feel comfortable and confident throughout the day and night.
Addressing Market Perceptions
Ilin addresses the common perception that the assortment in Belarusian Milavitsa stores differs from those abroad. He explains that each market tailors its orders based on the preferences of its customers. With the introduction of the online store, customers will have access to the entire catalog of Milavitsa products, ensuring a wider range of choices.
Evolving Perspective on Women
Working in the lingerie industry has deepened Ilin’s understanding of women’s needs and preferences. He now appreciates the importance of finding the perfect fit and the emotional impact of beautiful lingerie. This understanding has also enhanced his personal life, as he now actively participates in selecting lingerie with his wife.
Future Plans and Customer Delight
Milavitsa plans its collections a year in advance, ensuring that women have access to the latest trends. The brand is committed to continuously improving the shopping experience, providing exceptional care and attention to each customer. The goal is to make every woman feel special, desired, and attractive, filling her visit to the store with joy and positive emotions.
Investing in Oneself
Ilin emphasizes the importance of women investing in their beauty and well-being. While saving money is commendable, it should not come at the expense of personal happiness and self-care. He believes that a woman’s joy and confidence are crucial for a harmonious family life.
Men and Lingerie Shopping
Ilin encourages men to take an active role in selecting lingerie for their partners. A loving man who understands his partner’s preferences and body can choose lingerie that will be cherished more than a gift certificate. However, he acknowledges that gift certificates can also be a thoughtful and convenient option.
Competition and Market Trends
Milavitsa is aware of its competitors and focuses on maintaining its leadership through quality and innovation. The brand experiences seasonal trends, with peak sales during spring and summer, and a lull in late autumn. The holiday season also brings a surge in sales due to discounts and gift-giving.
Final Thoughts
Ilin extends his best wishes to the magazine and its readers, hoping for continued success and prosperity. He encourages women to prioritize their health, happiness, and dreams, assuring them that Milavitsa will continue to provide beautiful and functional lingerie that celebrates their bodies.
For more information, visit the official Milavitsa website.
