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Scarves are a very beautiful accessory that most women like. This accessory is distinguished by its versatility and attractiveness. Most often, the production of scarves begins as a handicraft. Because more often than not it is a hobby that develops into a business.

Products such as scarves can be sold in many ways. Through regular stores, accessory stores, trading houses and hypermarkets, also through specialized designer stores.

Scarves are distinguished by their diversity. This applies not only to style, but also to the size and type of fabric from which the scarf is made. Thus, scarves of standard sizes are more common, such as 100x100, 120x120, 140x140. Such scarves are tied on the head or as a shawl around the neck. There are also narrow scarves that are used as a scarf or belt. The fabric from which scarves are made can vary from fluff to silk.

Scarves with a distinctly Russian flavor are in great demand. Orenburg down scarves are famous and in demand not only in Russia, but in other countries. Silk scarves with Russian ornaments are also in demand. But their production is very different. If silk scarves are distinguished by the complexity of choosing a material and applying a pattern, then down scarves in most cases are a product self made. They are distinguished by their labor intensity, extreme subtlety of creation and, of course, their amazingness. The most popular Orenburg products are openwork scarves. Even though they are large, they can fit through a wedding ring.

The first production of down scarves in our country began in the Orenburg province, but over time, no one has managed to reproduce the quality and beauty of the famous scarves. The reason for this was not only the skill of local knitters, but also a special type of goat down that can only be produced in this area.

The production process itself can be divided into several parts.

At the first stage, the material is being prepared from which the scarf will be knitted in the future. Preparation means cleaning the fluff from foreign substances and dust. Then the fluff is combed to the appearance of thin cotton wool and this raw material will be threaded using a spinning wheel, spindle and winder.

The second stage is considered the most difficult and responsible. During this period, the product itself is knitted. Each knitter knits a pattern that she personally came up with. By this pattern you can find out who is the author of this work.

At the third stage, the finished product needs to be processed, or rather soaked. An untreated scarf looks rather unsightly and is sticky due to goat fat. In order to give the product its appearance, it is rinsed in a special washing solution, then the scarf is dried in a stretched form. The main thing is not to make a mistake with the degree of tension, as you can ruin the scarf.

At the fourth stage, the scarf is given fluffiness and airiness by combing with special combs. It takes an experienced knitter about a month to create one scarf. This process is considered completely creative and therefore the price of the product is high.

It is also possible to produce only down scarves. In this regard, everything depends only on your imagination and desire.

The initial capital for the production of scarves depends on many criteria. So some people start with small production with small investments in 100-150 thousand rubles. Most often, such manufacturers produce a product in limited quantities and sell it either through familiar people or through social media. But others immediately make large investments and begin developing an entire collection. But this happens extremely rarely, since this area, due to its not particularly high profitability, is not popular with investors.

The above business idea for the production of scarves can become the basis for creating a business plan for the production of scarves and starting a personal business.

Accessories play an important role in our appearance; they, like exotic spices, give our appearance completeness and a certain charm. With the help of accessories you can transform any outfit, even the most modest one. Of the many accessories on the market, scarves occupy a special place. What could be more pleasant when delicate silk fabric envelops the skin, warms you in the cold and pleasantly cools you in the heat? The properties of silk can be admired endlessly.

But what if you don’t have enough money for natural silk scarves and scarves - they are quite expensive in stores?

This article is about how you can not only multiply your wardrobe by a certain (!) number of chic accessories, but also do it with financial benefit for yourself. Especially, the idea should appeal to women sitting at home with small children: they have free time, and they really want to do something useful for their soul and wallet! Dear, beautiful, smart women - this article is for you!

Everything is quite simple. A meter of natural white silk is inexpensive. You can either cut out scarves and kerchiefs of the sizes you need and finish their edges yourself, or ask for this service at a fabric store.

Let's go further. Nowadays, a lot of stores specialize in selling all kinds of fabric paints; as a rule, these are “hobby” stores. Go to one of these stores (an alternative is an online store) and buy high-quality acrylic paints for painting on silk. Choose the most interesting/fashionable/beautiful shades in your opinion and... run home - create luxury with your own hands!

The fun begins! Moisten a blank silk scarf, scarf or kerchief with water, squeeze it out so that it is wet, and lay it out on a table or flat surface. The future masterpiece should not be smoothed out (!); you need to make symmetrical, or not so symmetrical, knots with your fingers. Now let's start painting. Dip the brush into the paint of the color you want and paint the knots first.

Acrylic paint spreads over wet silk, and these colored spots take on the most bizarre shapes. After you have dyed the knots, you can work on the undyed areas of the scarf. A little secret: if after dyeing you sprinkle the future scarf with ordinary coarse salt, the color will be “spotty”.

Leave the dyed wet scarf until it dries completely, and then, when the fabric is completely dry (if you used salt, you need to shake it off), iron it and wash it. For washing, use wool and silk powder, it makes the fabric even softer.

If you doubt your abilities and need more detailed guidance, you can buy an educational toy store:) a set for children's creativity “Painting on Silk”. At least in order to make a test piece and help your imagination turn on. Plus, you will see that such work does not take much time and requires minimal expenses from you.

Thus, you can dye a single piece of silk, and then the scope for imagination is unlimited: an exclusive blouse, dress, pareo - a good dressmaker can help you realize your planned masterpieces!

Are you already the most beautiful? Do all your friends dream of getting an exclusive handmade item? Go ahead, let's start doing business.

Required investments:

• Silk fabric 140*100 cm - ~650 rub.,
• Edge processing in the studio - ~30 rubles. for a unit,
• Acrylic paints for painting 1 set - ~2500 rub.,
• Brushes, salt, workbench - I hope you won’t need to invest in this, because every home must have all this :)

A piece of fabric measuring 140*100 cm will make 4 neckerchiefs, two long scarves or one stole (pareo). Approximate prices: neckerchief - 200 rubles, scarf - 700 rubles, stole - 1000 rubles.

All the work will take you a total of 5 tubes of paint costing 625 rubles. It’s easy to calculate that at one time you can earn from 150 to 450 rubles. And this takes two hours of work and just one piece of silk! And now for an example: a finished silk scarf costs from 500 to 5000 rubles. There are definitely more expensive ones! Later, you will be able to learn how to do more complex painting, master various types of drawings, and carry out personal orders. Multiply the number of clients, create, give gifts to friends and acquaintances, be successful and independent!

To keep the manufactory afloat, the owners launched reforms: they laid off some of the workers, began reconstruction, and launched the production of scarves, mufflers and stoles. In 1995, we decided to organize our own sales network. “We realized that depending solely on the will of a trading partner is risky - attempts begin to become a monopoly in trade, then you become dependent on this monopolist,” explains Kartashov.

In 1995, the manufactory began selling scarves through “Shali by mail” catalogs with postal delivery, which were distributed in the regions and accompanied by an advertising campaign in women’s magazines “Liza”, “Peasant”, etc. But sales grew slowly: from 1995 to 2006 they increased by only 20%. Therefore, the owners of the enterprise decided to develop retail: the first store opened in 2007 in Elektrostal, near Moscow. Then dealers opened stores under the Pavlovo Posad Shawls brand - now the manufactory cooperates with six dealer companies that conduct wholesale and retail sales.

The retail network includes 131 stores throughout Russia, 26 of which are located in Moscow and 33 in St. Petersburg. Branded stores account for 50-60% of the total monthly sales of scarves, says Kartashov, another 10-15% of sales are provided by the online store, which overtook mail-order sales in 2010. Since the opening of the first store, the number of scarves sold has increased by 40% (the factory does not disclose financial indicators).

According to the general director of the manufactory, Alexander Kartashov, government agencies often purchase scarves as gifts.

With third parties retail chains the factory is not working. “We created our own network precisely because we realized that you can’t get into someone else’s network except under enslaving conditions,” explains Kartashov. But the manufactory continues to work with wholesalers: the company now has about 1 thousand direct contracts. The minimum wholesale order is from 50 scarves; the manufacturer does not offer discounts for larger orders. “There’s nothing to dump,” explains Kartashov. Instead of discounts, the manufacturer gives wholesalers an 8-10% discount for prepayment, and the same amount for pickup. But there are still almost no huge orders - as a rule, even the largest clients take no more than 1 thousand scarves from the company at a time, the general director admits.

According to SPARK-Interfax, from 2010 to 2014, the revenue of the Pavlovo Posad manufactory increased from 513 million to 733 million rubles, net profit increased from 51.8 million to 107.4 million rubles (including government subsidies, for more details, see the reference on p. 81 ). These figures include revenue from direct sales to wholesalers, catalog and online store orders, and also take into account retail sales handled by dealers. Now the factory produces and sells 120-150 thousand scarves per month, depending on the season - scarves sell best in autumn and winter. In the high season, the profitability of the enterprise reaches 15%, says Vyacheslav Dolgov, deputy director of the Pavlovo Posad Shawl Manufactory, and on average fluctuates at the level of 7-10%.

Marketers in the Arts Council

The company purchases raw materials for the production of fabrics from the Troitsk Worsted Factory, and the patterns for the scarves are created by hand by the manufactory’s eight full-time artists. Handkerchief designs - croquis - in natural size and in real colors are made in gouache on a sheet of whatman paper. Then all the paints are divided into color layers and, based on them, templates are created for applying paint of each color to the fabric. According to chief artist Viktor Zubritsky, about 300 drawings are currently in production. There are 5 times more variations for scarves: each design is often made in several colors. The artist produces a new drawing every two months: he needs to come up with an idea, draw the details, think over the color scheme and present the design to the art council.

Recently, employees of the marketing department have been participating in the meetings of the artistic council, says Zubritsky. Artists evaluate whether the design is in keeping with traditions and compatible with technology, and marketers evaluate what colors and patterns are in demand by customers and what is in fashion.

The Pavlovo Posad artist creates a design for a scarf - croquis - in natural size in gouache on a sheet of whatman paper. (Photo: Vasily Popov for RBC)

“A French woman sometimes collects money for a Hermès scarf throughout her life - this is her cherished dream,” says Kartashov. “And any Russian woman, if she loves it, can come and buy a Pavlovo Posad scarf overnight.” In branded stores, scarves cost from 450 to 4,200 rubles, not much different in price from similar accessories from mass brands like Massimo Dutti or Zara. “We take into account the purchasing power of our citizens, and we are not interested in selling two scarves, perhaps even earning the same money. It’s more pleasant to sell 20 - then we become 10 times more popular,” says Kartashov.

Protocol gift

The manufactory has regular clients who bring in relatively little revenue, but provide status - these are various government agencies. According to SPARK-Interfax, in 2013 the factory won three tenders for the supply of scarves for a total amount of 702 thousand rubles: two to the administration of the governor of the Moscow region and the government of the Moscow region and one to the State Duma apparatus. In March 2015, another contract was concluded with the Moscow authorities - for the supply of 190 scarves for 650 thousand rubles. And one of the last orders came from the presidential administration: in April, a batch of scarves was made based on the prototype of the song “Blue Handkerchief” from the repertoire of Klavdiya Shulzhenko.

Officials order scarves as official gifts. Thus, in 2010, then-President Dmitry Medvedev, during one of his trips to the regions, presented a scarf to a resident of Kursk, and in 2013, President Vladimir Putin presented the product to the mother of the President of Finland, Hilkka Helena Niiniste, during a visit to Helsinki. The initiative for such purchases, as a rule, comes from customers. “From the management of the State Duma, the Federation Council, the Ministry of Foreign Affairs, the government of the Moscow region - these are already relatives at the enterprise, they come here regularly,” says Kartashov.

Shawls from Pavlovsky Posad meet the requirements for gifts established by the rules of diplomatic protocol, explains sociologist Olga Kryshtanovskaya: they are symbolic, look expensive, carry a part of Russian culture and, most importantly, are made in Russia.

Patriotic goods

Pavlovo Posad shawls have always been one of the recognizable patriotic symbols and were used in a wide variety of artistic projects: from the scandalous works of the artist Alexei Belyaev-Gintovt like “We will bring everything back” to the 2010 action “I am Russia” of the social movement “Woman for Traditional Values”, founded Kryshtanovskaya. “Women covered their heads in different ways - Muslim women tied it like a hijab, Russian girls tied it like a scarf, in Russian - it seemed to us that this unites all women,” notes Kryshtanovskaya.

In addition, scarves have become part of street fashion, says CEO Y Consuting agency and fashion blogger Daria Yadernaya. If sales increased largely due to advertising and development retail network, then penetration into mass culture happened regardless of this, she believes: Russian women picked up the theme of scarves and began to replicate it spontaneously, and the manufactory was able to successfully take advantage of the moment.

Pavlovo Posad shawls have repeatedly appeared in the works of Russian fashion designers: back in 2010, Vyacheslav Zaitsev created the “Origins” collection based on them, and now several young Russian designers use them as a material. True, scarves are an expensive fabric: at a wholesale price they cost about 1,800 rubles. per unit, and the company is reluctant to meet small wholesalers halfway, says the owner of the Varvara brand, Anastasia Makarkina, whose showroom sews jumpers, skirts and mittens from Pavlovo Posad scarves. In addition, before sewing, the scarf must be subjected to special treatment so that the wool does not fray when cutting, she continues. Technologically, the process is quite complex, and at the end it adds 30% to the cost of producing the product. As a result, Varvara jumpers and skirts are sold at a price of 6-8 thousand rubles.

To print one scarf, a set of 15–20 templates is required to apply paint of each color to the fabric (Photo: Vasily Popov for RBC)

But all the difficulties pay off, Makarkina admits: clothes made from scarves are readily bought up, including by foreign customers. “When I started making things from Pavlovo Posad scarves, I just liked them myself, I selected the colors and combined them beautifully with the clothes. I came to this intuitively, and people with a business sense will certainly understand that a scarf is like a historical value, part of Russian culture, it can be put on a par with a nesting doll,” says the designer.

In high fashion, accessories such as Pavlovo Posad scarves should be used with caution, says Russian fashion designer Igor Chapurin. “Of course, scarves can be part of an image a la russe, but it’s not good to play with them - it’s a great art, accessible to a few,” he believes. — When we began to show our collections in the West as part of Fashion Week in Paris, some expected from us something popular-ethnographic: wild fur, Khokhloma painting, Soviet symbols and other things in the same spirit. But we understood that this was a dead end - to surprise at once.”

Russian motifs in high fashion were once actively promoted by designer Denis Simachev, and from time to time they creep into the collections of Western fashion designers, notes Alena Doletskaya, editor-in-chief of Interview Russia magazine. In 2005, Roberto Cavalli used Cossack headdresses and Russian-style floral prints; in 2012, dresses with folk flowers, reminiscent of patterns on scarves, appeared in the autumn collection of Dolce & Gabbana. Such outbreaks of interest in Russian fashion add short-term popularity to scarves, but in general they are a rather timeless phenomenon, Doletskaya believes. Pavlovo Posad scarves have such rich traditions that they cannot go out of fashion, she says, “and if nesting dolls, for example, have become the subject of remakes - humorous, satirical and others, then a scarf is an incredibly feminine accessory and also of good quality, so will always be smart."

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