PARTICIPANTS OF FASHION-MARKET DISCUSSED PROBLEMS OF FINANCING AND FUTURE OF DOMESTIC FASHION INDUSTRY

25.03.2018 г.
March 21 workshops “SYNERGY OF MARKETING AND DISTRIBUTION CHANNELS” and “FINANCING AND FUTURE OF BUSINESS” were held within the framework of the Business Program of the Interfabric exhibition (March 20-23, Expocentre). The synchronization of these practical activities is due to the interconnectedness of the problems that predetermine the increase in the competitiveness of all links in the promotion of light industry products: from the identification of consumer demand trends to the realization of final products and the industrial introduction of innovative products of the industry. 39 Practically all participants of the mentioned workshops agreed that the process of competition in the industry and in trade is constantly accelerating due to the introduction of all new forms of interaction with producers and trade networks with the consumer. That, accordingly, requires increasing the productivity of all segments of the industry, including distribution. At the same time, many Russian companies have superficial, often “short-term” information about market trends, which leads to errors in both risk management and the definition of a trading strategy. The lack of qualified personnel, including in the marketing sector complicate the situation, as well as a lack of awareness of foreign trends in the areas of production transfer, logistics schemes, marketing, the development of new forms of fashion market, the sale of products. Irina Korolkevich, partner of I one Lab, and other workshop participants noted that the growth of the fashion market in Russia in 2017 was about 3%, while in the USA, the EU region, China and a number of developing countries (including Turkey, India , Pakistan, Thailand), this figure was at least 5%. Such trends are not in the least determined by effective demand. But in Russia it is still at a level that is much lower than in the countries / regions mentioned. Among the main trends on the market, the growth of online, offline, duty-free, etc. and other forms of trade is said to be more and more active, and, accordingly, the accelerating development of new forms of distribution and marketing research. Also innovative types of raw materials, digital technologies, new forms of automation of production processes, monitoring systems for demand and commodity promotion influence on the competitiveness of companies of all sectors of the light industry increasingly. Sergei Pavlov, partner and expert at Ernst & Young, drew attention to the basic factors of the competitiveness of all sectors of the industry. This is, first of all, favorable financial conditions; availability of a wide range of competitive raw materials and processing technologies; growing effective demand; maximally developed system of goods promotion; full-fledged personnel and information base. In recent years, positive trends have been observed in resolving these issues of the Russian light industry, but their dynamics, as S. Pavlov and other experts noted, are still lagging behind in comparison with the developed and many developing countries. Sergey Promokhov, General Director of Procapitalist, in his speech explained in detail the issues identified in S. Pavlov’s speech, emphasizing that the growing shortage of highly qualified personnel in virtually all sectors of the light industry initially predetermines their low competitiveness in the international ranking table. Thus, sewing production in the country, in fact, is lost, while in an increasing number of developing countries this sector is actively developing, and not without the assistance of European, Turkish, North American companies. The level of marketing research in the Russian Federation also lags behind the “far-abroad” level. And in the fixed assets of all segments of the light industry, the share of imported equipment is dominant. Moreover, the financial problems and the problematic nature of the operative customs release of equipment into circulation, as noted by S.Promohov, do not allow most companies to purchase modern – innovative equipment. In addition, labor productivity in the industry is still much lower than in developed and most developing countries. Without a comprehensive solution to these and related issues, the lagging behind the Russian light industry will remain in the sphere of commodity promotion, incl. in the development of new forms of distribution and trade. Such assessments did not raise objections from other participants in the workshops.
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