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Momot O.I., Chernyaeva I.V. Local brands of home clothing in the modern information space. Journal of Clothing Science. 2021; 6(3). Available at: https://kostumologiya.ru/PDF/08IVKL321.pdf (in Russian).

Local brands of home clothing in the modern information space

Momot Olga Igorevna
Altai State University, Barnaul, Russia
E-mail: Turetskaya.olga@gmail.com
ORCID: https://orcid.org/0000-0003-2786-9550

Chernyaeva Irina Valeryevna
Altai State University, Barnaul, Russia
E-mail: gurkina-22@mail.ru
ORCID: https://orcid.org/0000-0003-0308-0969
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=55848554800

Abstract. The article states the main advantages of the formation and development of local clothing brands. The factors that form the popularization of local clothing brands through the uniqueness, fast delivery, attractive packaging, and other more global features of the development of a local brand are described.

In addition, special attention is paid to the meeting held within the Altai State University on the topic “Local brands in the fashion industry”, the issues of trends in the design of home wear being highlighted, the main trends in both the design activity and the material being stated.

The issue of the optimal sales channel for local brands has been worked out, in particular, the analytics of the development of the online sales and the factors contributing to the global distribution and development of online sales have been presented. The main tendencies contributing to the formation of this channel, as one of the most promising channels in the crisis and the post-pandemic settings, have been formulated.

Social networks are marked as the key online sales channel. The analysis of the Russian offline clothing sales market has been carried out, and despite the reduction in volumes and companies in this market, there have been presented possible ways and directions of their further development.

The fashion segment in the Altai Territory has been analyzed in detail. The main key indicators, development prospects, localization and factors of the formation of the local brands in the Siberian market are highlighted. In addition, an assessment of the impact of the pandemic on the fashion market and the work of designers has been made.

The conclusion contains key summery points on the transformation of the market itself and the online clothing sales channel into a symbiosis of the offline and the online one.

Keywords: brand; local brand; home clothing; social networks; online sales; fashion industry; fashion industry; e-commerce

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