Analysis of Five Russian Clothing Brands
Brands: ZARINA, Befree, USHATAVA, LOVE REPUBLIC, 12 STOREEZ.
Subject of Study: The availability of women’s clothing for people with different body types.
BEFREE
The most accessible brand for size diversity. It offers a Plus Size line up to 4XL, including both everyday and trendy clothing. The brand features models of various body types, specifies their measurements, and provides size charts.
ZARINA
Actively expanding its size range to include Russian size 56. Larger sizes are available across various clothing categories—from basic essentials to dresses and outerwear. The brand is increasing the accessibility of its inventory, though the variety of styles in plus sizes remains inconsistent.
LOVE REPUBLIC
A brand with a limited size range, primarily up to the Russian size 50. It offers a wide selection of cuts but lacks a developed Plus Size line. Visual communications predominantly feature models of standard proportions.
12 STOREEZ
The brand emphasizes garment fit and detailed measurements. The size chart is predominantly limited to XL, though select styles may be available in XXL. Despite providing thorough sizing information, the selection for customers with larger dimensions remains constrained.
USHATAVA
Designer brand with a size range primarily from XS–XL. It provides detailed garment measurements and accounts for fit specifics. However, larger sizes are represented inconsistently, and the visual representation of various body types is limited.
According to the study «If to be precise, ” the median waist circumference for Russian women is 85 cm, whereas the median size M across 30 surveyed brands is designed for a 71 cm waist. This 14 cm difference reveals a mismatch between consumer parameters and industry standards.
Of the 30 brands examined, the maximum size is calculated for a waist circumference of less than 85 cm. Consequently, for 40% of the brands reviewed, even average female body measurements fall outside the standard size chart.
Size inclusivity is determined not only by the availability of XL but also by the variety of clothing, the availability of measurements, and the representation of diverse body types. Having plus-size options in a catalog does not guarantee that a customer can build a complete wardrobe.
«Fashion Days» Booth Layout
Befree and ZARINA exhibit the most consistent work with larger sizes. The former develops a specialized Plus Size line and visual representation, while the latter expands the size offering across various clothing categories.
The main problem with the Russian fashion market is not only the limited size range but also the uneven selection. Customers who wear larger sizes may have access to basic clothing, but they remain restricted in their choice of cuts, silhouettes, and stylistic options.
Overall Conclusion: BEFREE and ZARINA demonstrate the broadest size range coverage. LOVE REPUBLIC, 12 STOREEZ, and USHATAVA offer a more limited selection for shoppers who fall outside the standard sizing grid.
