A study of the factors of competitiveness of importers of foreign clothing brands in the Russian market

Currently, the economy is undergoing structural shifts, especially noticeable in the trade sector: a set of factors determining competitiveness is changing. The Russian consumer market is the most important indicator of the state of the entire economy – a drop in sales directly signals a slowdown in growth. In this regard, a key task is being formed – to build an effective system of goods movement corresponding to the innovative scenario of national development. Of particular scientific and practical interest is the analysis of the factors and tools of competitiveness of importing companies that bring foreign brands to the Russian clothing market. The relevance of this issue is due to the transformation of the economy, the change of suppliers, the restructuring of value creation chains, as well as the processes of localization and diversification of logistics routes. This allowed us to formulate the purpose of the study, which is to identify and evaluate the key factors of competitiveness for importers of foreign brands.

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