Local brands. Features of the formation of collections
This article examines and analyzes the changes that have occurred in the last decade in the fashion industry. These changes have influenced the actualization of the development of local brands producing fashionable clothes. Various factors have determined the direction of development for all manufacturers of fashionable clothes via a set of changes happening within the industry: the general democratization of the garment design, the blurring of age and gender boundaries, a change in the structure of the consumer market, the emergence of new layers of solvent consumers, and the emergence of the concept of sustainability. The analysis of the peculiarities of the formation of clothing collections, tactics and strategies for the development of local brands has been carried out. It was found that the structure of the collections of such brands has a number of general patterns of formation, which make it possible to call them capsular. However, with general similar principles for designing collections, there are also differences, each brand chooses its own strategy for the development and promotion of goods on the market, works with a certain range of clothing, style, materials, uses its own author's techniques and developments. Today in Russia a number of local brands that produce high-quality modern clothes are operating and dynamically developing. Exploring the examples of the collections of Russian local brands presented in the article clearly demonstrate the wide possibilities of working in this direction. Well-known and emerging brands prove their viability and demonstrates high competitiveness based on the principles described above. Research and analysis of the direction of development and principles of the formation of the most successful collections will provide an opportunity for novice specialists to get the right guidelines and create clothes that are most in demand by the consumer.