November 11, 2008 in Sharm el Sheikh in front of the audience of 150 marketing directors and top- managers of the leading Ukrainian companies, the designer Andre Tan and the partner agency IKON Luxury Marketing & Fashion Consulting Olga Kovtun will represent the report on the subject «Fashion promotion of non-fashion brands». One of the main directions of festival-contest “Choice of the year” – the organization of the yearly International conference on the subject «The promotion of brand products and services in the Ukrainian market». Olga Kovtun: «Economic and industrial crisis will make marketers and advertising agents think about innovation methods of products and services promotion. The usage of fashion symbols, attributes and methodologies – is no longer news in the world marketing. In Ukrainian market such cases are singular. We will introduce to the audience, defining the way marketing will develop in Ukraine in the next couple of years, our vision of practical use of this direction, which is of course of huge potential. Our report is only the beginning of cooperation with Andre Tan. Next year we plan to transfer some joint marketing projects from the theoretical into the practical field.» Andre Tan : «Fashion is a fairy world, inaccessible and beautiful as a dream. That’s the way ordinary people see the world of fashion: our neighbors, class-mates, all the potential consumers of mass brands. But people do not want to buy plain products and things. When spending money they want to be closer to the dream. Fashion is a fine and effective instrument to upgrade the brands of middle and mass segments.»