Case

"Dress Me Kids": How a Fashion Brand Replaced TV with Its Own Show and Won

  • Brand
  • SELA
  • Advertised product
  • SELA is a Russian fashion brand for the whole family, combining trends and comfort. Target audience — families with children aged 3–12, where women are the key purchase driver.
The Russian fashion market in 2025: the exit of international brands intensified competition, marketplaces imposed discount-driven logic, and the cost of meaningful contact was rising. Audience behaviour was defined not by a lack of emotion, but by the dominance of price noise — brand choice became situational. SELA risked getting lost in the clutter of local players.

Problem

Build emotional connection with a family audience and drive sustainable business growth. Traditional formats lacked depth of contact. An original branded content format was needed — one capable of competing with professional entertainment and directly impacting purchase frequency and average transaction value.

Solution

Instead of another fashion campaign built on discounts, SELA created its own makeover show — an original format built from scratch, not adapted from any Western IP. The insight was simple and precise: kids love dressing up their parents. Every family plays this game. No one had turned it into a show yet. 'Dress Me Kids' puts kids in the role of stylists for their moms, with the SELA store as the only set. The product is integrated through action, not product placement. Season 1 was a test of the new model: charismatic Liya and her blogger dad proved that family content works without celebrities and without a Hollywood budget. Season 2 was strategically elevated: Alexander Rogov — one of Russia's most recognised fashion experts — joined the project. Now kids were competing against a professional stylist, raising both the drama and the brand's fashion credentials. Distribution was built like a professional media product: OTT platforms (IVI, Kinopoisk) as the primary environment, VK Video and RuTube for extended reach, social media (VK, Telegram) and influencer pages for organic engagement. SELA's online retail absorbed Rogov's fashion sets into the catalogue, and the flagship offline store served as the filming location for both seasons.

Results

• 35M+ views across two seasons • IVI rating: 7.9 (season 1) and 7.6 (season 2) — higher than many Hollywood releases • Purchase frequency +11% (KPI: +10%) • Average ticket +10% (KPI: +10%) • Women-only transactions +9% (KPI: +7%) • Loyal customers share +8 pp (KPI: +5 pp) • Buyers: 1.6M → 1.8M (+12.5%) • Loyal buyers: 204,000 → 288,000 (+41%) • SELA entered RBC Top-500 Russian clothing brands top-10 for the first time (6th place), 2nd in Business Dynamics • Renewed for a 3rd season