FASHION MARKET TRANSFORMATION IN RESPONSE TO EXTERNAL CHALLENGES: THE CASE OF RUSSIA

Vol. Global Marketing Conference at Hong Kong (2025.07). Global Knowledge Marketing Association, 2025.

Ефремова П. В., Ребязина В. А., Гулакова О. В.

The Russian fashion market has undergone significant changes over the past few years. As a consequence of the crisis periods associated with the COVID-19 pandemic and the tightening of sanctions from 2022. Changes in consumer preferences and digital trends have significantly affected the activities of retailers. An exodus of globally recognized fashion brands has also changed the Russian fashion landscape: general sales decreased by 14.2%, and clothing sales decreased by 37% percent in 2022 (RBC, 2024). As part of this study of the changes in the Russian fashion market, various market players related to the production and sale of clothing, shoes, and accessories are considered. This paper identifies current trends in the Russian fashion market, describing the use of digital technologies and opportunities to adapt business strategies.

Ключевые слова: Resilience, Sustainability, omnichannel marketing, fashion branding, Fashion Market, Resale Market, Adaption Strategy