Top Boutiques:
FEDOROVA
If you dream of seeing your fashion brand in one of Dubai’s top boutiques, this interview is your golden ticket.
We sat down with Olga Fedorova, fashion buyer at Linkstore Wafi Mall, one of the city’s most curated concept stores.
“Just being beautiful doesn’t mean it sells.” — Olga Fedorova
“MY JOB? CURATING WHAT PEOPLE ACTUALLY WANT TO WEAR.”
– Olga, what does a fashion buyer really do — beyond traveling and watching fashion shows?
– (laughs) That’s the fantasy! The reality is more spreadsheets and WhatsApp messages than runway glamour.
I evaluate collections, attend private showroom appointments, analyze sales history, and constantly ask myself: Will our clients fall in love with this? Will it sell at full price? Will they wear it next weekend?
“The magic isn’t in the clothes — it’s in knowing which clothes will live in someone’s wardrobe.”
– Let’s get real. What mistakes do fashion brands make when pitching to concept stores like Linkstore?
• Sending a collection without a proper line sheet or price list
• Having no sizing strategy — everything is XS and S
• Ignoring the regional climate or cultural preferences
• Creating pieces that look amazing on Instagram but are impossible to wear in real life
• Acting like the boutique needs the brand — when it’s actually a partnership
“Fashion retail is not a gallery. If it doesn’t sell, it doesn’t stay.”
What Makes Linkstore Different?
– How is Linkstore different from other boutiques in Dubai?
– Linkstore is a curated fashion gallery, not just a clothing store. Every piece tells a story. Our clients aren’t first-time shoppers — they know luxury. They’re looking for meaning, something unexpected, and pieces that feel personal. We bridge global creativity with local flair.
Dear Designers, Please Understand Retail…
– Any advice for emerging fashion brands wanting to get into boutiques like Linkstore?
• Know your pricing — retail and wholesale
• Prepare a clean, beautiful line sheet and a short pitch explaining why your brand matters
• Don’t pitch a 30-look show — pitch the 7 pieces that will actually sell
• Respect the buyer’s time; structure helps us help you
• Test your product: wear it, wash it, see how it lives beyond the runway
Trends I’m Buying for 2025? Think Wearable Luxury.
– What fashion trends are you prioritizing for the next season?
• Craftsmanship: hand embroidery, artisanal techniques
• Quiet luxury: minimal, elegant, but rich in detail
• Functional glamour: pieces you can wear all day, yet still turn heads
• Regional relevance: modest cuts, luxe fabrics, and brand stories that resonate locally
My Superpower? Fashion Gut Meets Numbers Brain.
– What would you say is your biggest strength as a buyer?
– It’s the balance. I have the fashion gut — that intuitive “yes” when I see something special — but I back it up with numbers: sell-through rate, return rate, size curve, retail margin. A brand can be beautiful and still not make sense. I bring that logic to the table so our customers get the best, and our boutique thrives.
Final Tips from Olga Fedorova
• Make your brand easy to understand — clear message, beautiful visuals
• Know your customer — especially in the UAE market
• Be wearable, not just editorial
• Start with quality, end with consistency
• And please, don’t ghost the buyer after sending your lookbook
Being a fashion buyer isn’t about playing dress-up — it’s about precision, psychology, and predicting desire. In Dubai, where fashion meets culture and climate, buyers like Olga are the gatekeepers of taste. For designers wanting to break through in this market, her insights aren’t just useful — they’re essential.
“Just being beautiful doesn’t mean it sells.”
