The departure of Western brands has opened a niche for Russian designers, which has led to their rapid growth. In two years, the share of domestic goods in Moscow shopping malls has reached 72%. Promising brands such as "Lime", "I am Studio", "12 STOREEZ", "Monochrome" and "Ekonika". Lime, in particular, demonstrates phenomenal growth (103% in 2022) and is positioned as the heir to Zara.

The light did not converge on sanctions either, so what is the secret of the success of domestic brands?

Clear division of responsibilities: 12 STOREEZ thrives thanks to the competent distribution of roles between the founders and the maintenance of a working atmosphere. Emotional approach: Monochrome does not sell things, but a feeling that provides it with billions of dollars in revenue, and also this brand actively uses outsourcing, that is, Monochrome does not own their own factories, but places orders at third-party productions.

But not everything is so rosy:

It is difficult for novice designers, especially in Russia, to cope with operational tasks. In 2022, 12 STOREEZ suffered a loss of 53 million rubles due to problems with supplies and the exchange rate. Sanctions and changes in the ruble exchange rate led to an increase in expenses by 30-40%, which led to an increase in clothing prices.

The future belongs to Russian fashion?

Experts do not believe that the return of Western fashion giants will have a critical impact on the market. Russian brands have every chance not only to maintain their positions, but also to continue to develop. Investors are ready to invest in fashion and light industry. Mono—brands are a promising format, as they sell emotions, and clothing production is concentrated in Russia and Belarus.

Fashion didn't die, it just changed its appearance. Russian brands have proven that they can not only occupy a vacant niche, but also create new trends. Their story is a story of perseverance, talent and faith in their work.

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