Brand Transparency Index. How openly brands communicate with the consumer.
Russian fashion has experienced a boom in recent years: following the departure of international players, dozens of new local brands have emerged—ranging from basic wardrobe staples to experimental design. But alongside the growth in the number of brands, there has also grown fatigue from promises like «natural fabrics, ” „local production, ” „fair pricing, ” „conscious consumption, ” and „limited edition.“ Consumers are no longer sure where a brand’s genuine commitment lies versus where its marketing packaging begins.
HYPOTHESIS
Brand transparency is determined not by the loudness of its promises, but by the alignment between what is claimed and what is real—be it the fabric composition, the price, the place of manufacture, or the communication itself. The greater this alignment, the higher the rate of repeat purchases and the willingness to recommend the brand.
CRITERIA
Criteria / What it meansIngredient Transparency/ Does the brand
list the ingredients and care instructions?
Price Transparency/ Is there a real price
without false discounts?
Production Transparency/ Is it specified where and by whom it was made?
Communication Transparency/ Does the advertising match
the product listing?
METHODS
BRAND SELECTION CRITERIA
• Criterion 1. Availability of an online store with product pages
• Criterion 2. Presence in the mid-range or premium segment
• Criterion 3. Active brand communication (social media, media, advertising)
No. BRAND/ SEGMENT/ WHY IS IT ON THE LIST?
• KATYA DOROGINA/ Premium/ Active communication, site with product cards, media collaborations
• ILA Limited/ Premium/ Premium positioning, website
• 12 STOREEZ/ Premium/ Founder interview on quality, website
• MONOCHROME/ Premium/ In-house production, certifications, collaborations, website
• GATE31/ Mid-level/ In-house production, 16 stores, website
