Why was GFAIVE founded? How do we innovate? What lessons did we learn from the pandemic and how have we adapted?
First of all, how are you and your family doing in these COVID-19 times?
Maria Makarova: It’s a difficult time for everyone in the world. We are limited in personal networking and communications. Most of the business has gone online, and we all have to learn and adapt to the new reality.
Tell us about you, your career, how you founded Gfaive.
Maria Makarova: Ever since I got my degree in Business Administration and Management, I was thinking about how what I can do to help the fashion industry to be more sustainable. I dove deep into the issue and realized that the core of the problem lies in the overproduction. Fashion brands, having an unclear picture about the demand for the new collections, overproduce and afterwards have to utilize or discard the unsold items. So I decided to focus on the pre-production phase to help fashion brands produce only items that they can sell. Thus we have founded Gfaive, uniting people with the same beliefs.
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