Ребрендинг BYKATYATITOVA
О бренде и анализ модного рынка
Market Analysis
Global Fashion Market
$1.9T global apparel market, forecast for 2026
THE MATURE MARKET = ATTENTION DEFICIT
When the overall market is growing slowly, a small brand cannot win on volume. It wins through design value.
Russian Fashion Market
Market volume is projected to be 3.94 trillion ₽ in 2025.
Monetary growth $\neq$ consumption growth
Growth is driven by prices, not an increase in purchase volume. This means consumers are becoming more rational and selective.
For us, the objective is not «to sell more items, ” but to demonstrate why a specific item is worthy of purchase.
The market is growing in rubles, but people are buying fewer items.
Share of local Russian brands
Total revenue of local Russian fashion brands, billions of rubles
Sources: INRESEARCH, 2026 · https://inresearch.ru/534/, https://marketing.rbc.ru/articles/15713/
Simply being a «Russian brand» is no longer enough. The next level of competition is for recognizable design, product value, and a distinct visual language.
SAM $\approx$ 560 Billion ₽
Consumer Behavior
Modern clothing purchasing is becoming both more rational and more personal.
The consumer desires fewer items, but greater originality in each purchase.
Russian Competitors
Analysis Conclusions
Brand growth potential lies not in niche focus, but in capturing a young, fashion-forward audience.
TAM
The Russian fashion market — a broad context
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SAM
Contemporary women’s fashion: local brands in the mid-to-upper segment, targeting an urban audience aged 18–35
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SOM
The realistically achievable volume over the next 3–5 years
50–70 million ₽
