Summary Marketing research contains up-to-date information on the state and prospects of the Russian market of products men's suit in 2018.

During the course of the study, following blocks issues: the volume and dynamics of domestic production, export-import operations, sales of men's suit products and producer prices. The characteristics of the current market conditions are given and a forecast of its development for the medium term is made. Particular emphasis is placed on factors that have a significant impact on the state of the industry - its drivers and stop factors.

In a separate block of the extended version of the study, competitive analysis the largest players in the men's suit market: manufacturers, exporters, importers and trading companies. In this section, for each of the considered companies (where possible), information is provided on the volume of production and / or import / export, market share, promising projects, as well as reference data from official financial statements (company card, balance sheet, income statement and so on.).

Research geography: Russia.

Period: statistics from 2013 to 2018, forecast until 2025

The study will help you answer the following questions:
What changes were observed in the volume of production of men's suit products in 2018
What is the presence of foreign products on the Russian market
Which regions dominate production and consumption
Who acts as the main manufacturers in the Russian market
How has the price level changed in the market?
How the market will change in the medium term

Research methodology:
Analysis of materials from open sources
Collection and analysis of secondary market information
Analysis of materials received from market participants
Studying the financial and economic activities of market participants
Desk work of IndexBox specialists
Expert survey of market participants (only for the extended version of the report) Content 1. SUMMARY

2. RESEARCH METHODOLOGY

3. CLASSIFICATION OF MEN'S COSTUME PRODUCTS

4. MARKET OF MEN'S COSTUME PRODUCTS IN THE RUSSIAN FEDERATION
4.1. Apparent consumption in 2013-2018
Forecast for 2018-2025
4.2. Market structure: production, export, import, consumption
4.3. Structure of consumption by federal districts in 2013-2018
4.4. Balance of production and consumption
4.5 Average per capita consumption in 2013-2018

5. PRODUCTION OF MEN'S COSTUME PRODUCTS IN THE RUSSIAN FEDERATION
5.1. Production volume in 2013-2018
5.2. Structure of production by federal districts in 2013-2018
5.3. Investment projects industry by 2025

6. PRICES IN THE MARKET OF MEN'S COSTUME PRODUCTS IN THE RUSSIAN FEDERATION
6.1. Average producer prices in 2013-2018
6.2. Average export price in 2013-2018
6.3. Average import price in 2013-2018

7. FOREIGN TRADE OPERATIONS IN THE MARKET OF MEN'S COSTUME PRODUCTS IN 2013 - 2018
7.1. Volumes of foreign trade operations in 2013-2018
7.2. Trade balance in 2013-2018

8. IMPORT OF MEN'S COSTUME PRODUCTS IN THE RUSSIAN FEDERATION
8.1. Product import volume in 2013-2018
8.2. Producing countries, leading deliveries to the territory of the Russian Federation in 2018

9. EXPORT OF MEN'S COSTUME PRODUCTS FROM THE RUSSIAN FEDERATION
9.1. Product export volume in 2013-2018
9.2. Recipient countries of Russian exports of the product in 2018

10. FORECAST OF THE MARKET OF MEN'S SUIT PRODUCTS
10.1. Factors affecting the development of the market
10.2. Scenarios for the development of the Russian economy
10.3. Scenarios for the development of the product market until 2025

APPENDIX: COMPETITIVE ANALYSIS OF KEY MARKET PARTICIPANTS (Extended version only)
11.1. Russian manufacturers and their output volumes and market shares in 2018
11.2. Russian exporters and their export deliveries in 2018
11.3. Foreign manufacturers and their volumes of deliveries to the Russian Federation in 2018
11.4. Russian importers and their supply volumes in 2018
11.5. Comparative competitive analysis of key market players
11.6. Profiles of leading market participants List of tables Table 1. Key figures in the market of men's suit products in 2013 - 2018.
Table 2. Classification of men's suit products according to OKPD
Table 3. Classification of men's suit products according to FEACN
Table 4. The volume and dynamics of the market for men's suit products in 2013-2018 and forecast up to 2025 (under the base development scenario)
Table 5. The balance of production and consumption in the men's suit market in 2013-2018 and forecast until 2025
Table 6. Manufacture of men's suit products in 2013-2018
Table 7. The volume of production of men's suit products by type in 2013-2018
Table 8. Manufacture of men's suit products by federal districts in 2013 - 2018
Table 9. Investment projects in the industry in 2018-2025
Table 10. Average prices of manufacturers of men's suit products in the Russian Federation in 2013 - 2018
Table 11. The volume of imports of men's suit products by country of origin in 2018, units rev.
Table 12. The volume of imports of men's suit products by country of origin in 2018, thousand US dollars
Table 13. The volume of Russian exports of men's suit products by countries of receipt in 2018, units rev.
Table 14. The volume of Russian exports of men's suit products by countries of receipt in 2018, thousand US dollars
Table 15. Dynamics of the resident population in 2010-2018, million people

APPLICATION
Table 1. The structure of the production of men's suit products by manufacturing companies in 2018 in physical terms and in % of the total production volume in the Russian Federation
Table 2. The volume of Russian exports of men's suit products by manufacturing companies in 2018 in physical terms
Table 3. The volume of Russian exports of men's suit products by manufacturing companies in 2018 in value terms
Table 4. The volume of imports of men's suit products by manufacturing companies in 2018 in physical terms
Table 5. The volume of imports of men's suit products by manufacturing companies in 2018 in value terms
Table 6. The volume of imports of men's suit products in the Russian Federation by recipient companies in 2018 in physical terms
Table 7. The volume of imports of men's suit products in the Russian Federation by recipient companies in 2018 in value terms
Table 8. Comparative competitive analysis of key market players
List of drawings Figure 1. The volume and dynamics of apparent consumption of men's suits in 2013-2018 in physical terms and forecast up to 2025 (under the base development scenario)
Figure 2. The volume of apparent consumption of men's suit products in value terms, 2013-2018 and forecast up to 2025 (under the base development scenario)
Figure 3. Dynamics and structure of the men's suit market in 2013-2018
Figure 4. Market structure of men's suit products by origin in 2018
Figure 5. Structure of consumption by federal districts in 2013-2018
Figure 6. Dynamics of per capita consumption of men's suit products in 2013-2018
Figure 7. Annual production of men's suits in 2013 - 2018
Figure 8. Manufacture of men's suit products in 2015 - 2018 by months
Figure 9. The structure of the production of men's suits in 2018 by type in physical and value terms
Figure 10. The structure of the production of men's suits by federal districts in 2013-2018, in kind
Figure 11. Average import prices in 2013-2018
Figure 12. Average export prices in 2013-2018
Figure 13. Comparison of average prices of men's suits by federal districts in 2018
Figure 14. Annual dynamics of imports of men's suits in the Russian Federation in 2013-2018
Figure 15. Annual dynamics of Russian exports of men's suits in 2013-2018
Figure 16. The volume of foreign trade operations in the men's suit market in 2013-2018
Figure 17. Trade balance in 2013-2018
Figure 18. The structure of imports of men's suits in the Russian Federation by country of origin in 2018, in physical and value terms
Figure 19. The structure of exports of men's suits by countries of origin in 2018, in physical and value terms
Figure 20. The structure of Russian exports of men's suits by countries of receipt in 2018, in physical and value terms
Figure 21. Dynamics of the physical volume of GDP in market prices in the Russian Federation in 2010 - 2018, in % of the previous year
Figure 22. Dynamics of real disposable money income of the population in the Russian Federation in 2013-2018, in % to the previous year of the previous year
Figure 23. Dynamics of nominal and real wages population of the Russian Federation in 2010 - 2018
Figure 24. The structure of the population of the Russian Federation by income level in 2018, in % of the total
Figure 25. Dynamics of nominal and real turnover retail in the Russian Federation in 2010 – 2018, billion rubles
Figure 26. Structure of retail trade turnover by type of product in 2010-2018, in value terms
Figure 27. Forecast of consumption of men's suit products in the Russian Federation in real terms under the baseline scenario in 2018-2025
Figure 28. Forecast of consumption of men's suit products in the Russian Federation in real terms under the optimistic scenario in 2018-2025

APPLICATION
Figure 1. The structure of the production of men's suit products by manufacturers in 2018 in % of total production in Russia
Figure 2. Market structure of men's suit products by key players in 2018

According to the Federal customs service The official volume of clothing imports in the Russian Federation for the first half of 2016 amounted to about 2.3 billion dollars, which is 2.5% less compared to the 1st half of 2015.

According to the State Statistics Committee of the Russian Federation for January-September 2016, the retail turnover of clothing in the Russian Federation, excluding fur clothing, amounted to 1.1 trillion rubles or 16.84 billion dollars (at the weighted average dollar rate for January-September 2016 according to TSB RF). Thus, for the period January-September 2106, the share of retail clothing turnover in the total structure of the retail trade turnover of the Russian Federation amounted to 3.8% (for the corresponding period of 2015 - 6.1%).

Compared to the corresponding period of 2015, the turnover of clothing in the Russian Federation increased by 1.9% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms, the retail turnover of clothing in the Russian Federation in January-September 2016 is 9% lower compared to with the corresponding period of 2015.

The retail turnover of clothing in Moscow in January-September 2016 amounted to 328 billion rubles or 5.24 billion dollars. Compared to 9 months of 2015, the clothing turnover in Moscow decreased by 10% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms, the retail clothing turnover in Moscow in January-September 2016 is 20% lower compared to the corresponding period of 2015.

According to official statistics, the share of Moscow in the all-Russian clothing turnover in January-September 2016 amounted to 31.1% (for January-September 2015 - 35.3%).

The retail turnover of clothing in St. Petersburg in January-September 2016 amounted to 35.8 billion rubles, or 3.4% of the nationwide retail turnover of clothing (for January-September 2015 - 3.2%).

According to the State Statistics Committee of the Russian Federation for 2015, the retail turnover of clothing in the Russian Federation, excluding fur clothing, amounted to 1.7 trillion rubles or 27.72 billion dollars (at the weighted average dollar rate for 2015 according to the Central Bank of the Russian Federation). Thus, for the period of 2015, the share of clothing retail turnover in the total structure of the retail trade turnover of the Russian Federation amounted to 6.1% (in 2014 - 6.5%).

Compared to 2014, the turnover of clothing in the Russian Federation decreased by 1.2% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms, the retail turnover of clothing in the Russian Federation in 2015 is 38% lower compared to 2014.

The retail turnover of clothing in Moscow in 2015 amounted to 629 billion rubles or 10.3 billion dollars. Compared to 2014, clothing turnover in Moscow decreased by 5.3% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms retail clothing turnover in Moscow in 2015 is 40% lower than in 2014.

According to official statistics, the share of Moscow in the all-Russian clothing turnover amounted to 37.2% in 2015 (38.8% in 2014).

The retail turnover of clothing in St. Petersburg in 2015 amounted to 50 billion rubles, or 3% of the nationwide retail turnover of clothing.

According to the State Statistics Committee of Russia, in January-November 2015, textile products were shipped in Russia in the amount of about 131.6 billion rubles, which is 27% more compared to the same period in 2014. In the structure of Russian clothing production in monetary terms for the period January-November 2015, 55% falls on the Central Federal District, 11% - on the North-Western Federal District and 18% is produced in the Volga Federal District.

According to the State Statistics Committee of the Russian Federation for the period January-September 2015, the retail trade turnover in the Russian Federation amounted to 19,973,312.4 million rubles, which is 6.5% higher compared to the same period last year in ruble terms.

According to the State Statistics Committee of the Russian Federation for the period January - September 2015, the retail turnover of clothing in the Russian Federation, excluding fur clothes, amounted to 1,193 billion rubles or 20.13 billion dollars (at the weighted average dollar rate for January - September 2015, according to the Central Bank RF). Thus, for the period January-September 2015, the share of retail clothing turnover in the total structure of the retail trade turnover of the Russian Federation amounted to 6% (for the same period in 2014 - 6.2%).

Compared to the corresponding period last year, the turnover of clothing in the Russian Federation increased by 3% in ruble terms, but if we take into account the change in the dollar, then in dollar terms, the retail turnover of clothing in the Russian Federation for the period January-September 2015 is 38% lower compared to January -September 2014.

The retail turnover of clothing in Moscow for the period January-September 2015 amounted to 469 billion rubles or 7.91 billion dollars. Compared to the corresponding period last year, clothing turnover in Moscow increased by 1.2% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms retail clothing turnover in Moscow for 9 months of 2015 is 40% lower compared to the same period of 2014.

According to official statistics, the share of Moscow in the all-Russian clothing turnover amounted to 40% in the first 9 months of 2015, unchanged compared to the same period in 2014.

The retail turnover of clothing in St. Petersburg in January-September 2015 amounted to 36 billion rubles, or 3% of the nationwide retail turnover of clothing.

According to the State Statistics Committee, in the 1st half of 2015, clothes were produced in Russia (including dressing and dyeing of fur) for 55.6 trillion rubles, which is 1.7% less in current prices compared to the 1st half of 2014. Total for the 1st half of 2015 Russian enterprises 7.6 trillion pieces of clothing were shipped, which is 73% less compared to the 1st half of 2014.

For the 1st half of 2015, clothes were imported to Russia in the amount of about 2.3 trillion dollars, which is 36% less compared to the 1st half of 2014.

The retail turnover of clothing in Moscow for the 1st quarter of 2015 amounted to 140.5 billion rubles or 2.26 billion dollars. Compared to the corresponding period of the previous year, clothing turnover in Moscow increased by 6% in ruble terms, but if we take into account the change in the dollar exchange rate, then in dollar terms, clothing retail turnover in Moscow for the 1st quarter of 2015 is 40% lower compared to the 1st quarter of 2014 of the year.

According to official statistics, the share of Moscow in the all-Russian clothing turnover amounted to 38.5% in the 1st quarter of 2015, unchanged compared to the 1st quarter of 2014.

According to the results of the 1st quarter of 2015, the retail turnover of clothing in St. Petersburg amounted to 11 billion rubles, or 3% of the all-Russian retail turnover of clothing.

According to the State Statistics Committee of the Russian Federation for the period from January to September 2014, the retail turnover of clothing in the Russian Federation, excluding fur clothes, amounted to 31.3 billion dollars, which is 9.5% lower compared to the same period in 2013 (in the respective prices). The retail turnover of clothing in Moscow for the period from January to September 2014 amounted to 12.4 billion dollars, which is 9.5% lower compared to the same period in 2013 (in corresponding prices). Thus, according to official statistics, the share of Moscow in the all-Russian clothing turnover amounted to about 40% in the first three quarters of 2014 (for the same period in 2013, Moscow's share was 39%). At the same time, the retail turnover of clothes in St. Petersburg in the first three quarters of 2014 amounted to only about 944 million dollars (10% higher compared to the same period in 2013) or 3% of the nationwide retail turnover of clothes (for the same period 2013, the share of St. Petersburg was 2.5% of the total Russian trade turnover).

What is the potential of the Russian clothing market and is there any way for it to move with the already existing volume of 2 trillion rubles, why you can’t sell European fashion in Russia and how the tastes of residents differ different countries, said in an interview with RIA Novosti CEO of the Modny Continent company, which owns the INCITY and DESEO brands, Artur Kontrabaev.

- What are your expectations for 2015?

- Since the beginning of the year, equipment sellers in Russia say that sales in their sector have dipped by 20% this year, but what about the figures in clothing sales?

Inflation hit all areas of consumption, including clothing and footwear, but in general, sales in our industry decreased by no more than 10-15%. By the end of 2015, a further decline in sales is predicted, but due to the redistribution of market shares among industry leaders against the backdrop of an outflow of buyers from the middle segment to a more economical one, we expect to maintain and even increase the number of our customers. In May, we recorded a positive trend in traffic to revive demand compared to February 2015.

- Have you changed pricing policy due to changes in exchange rates?

The competitive advantage of INCITY and DESEO in comparison with key competitors, including foreign players, is an affordable price offer. The company plans to maintain the price positioning of brands.

- And how much has the price of your products increased since the depreciation of the ruble?

In March of this year, the prices of competing companies increased by 30%. The increase in the price of our products is insignificant and amounted to no more than 10-15%. Despite the fact that a significant part of the goods is purchased for dollars, we try to keep prices at the level that our consumer is used to.

- You said that you make purchases of finished goods abroad. Is this the fundamental position of the company? Are you considering moving production to Russia?

In terms of production, we cooperate with those markets, the conditions of which are most beneficial for us. If we talk about the speed of production, then it is more profitable to deliver part of the collection from Europe, since in China the production cycle takes 4-6 months, and in Europe you can get a batch of goods to our warehouse in the Moscow region in a month. Therefore, at the moment we are considering options for cooperation with both Russian companies, and with European ones to shorten the production cycle. Savings in terms of delivery of goods and a high level of quality of services provided are the main advantages of developing this direction.

- What percentage of production are you ready to transfer to the Russian segment?

We are approaching the issue of partial transfer and are ready to consider no more than 5-10% of our total production in China. If a strong manufacturer appears in Russia, ready to provide us with the necessary volumes and high quality, then, of course, we will support it: logistics is cheaper, and developing your own market is always the right thing to do.

- Have you considered the development of your production?

We do not consider launching our own production, since huge investments in its development are needed. Of course, we are interested in cooperation if a company appears in Russia that is ready to start production and provide quality services at prices comparable to other markets.

- Is organizing such a production profitable for an investor?

The organization of such production is quite complicated for the manufacturer. This process immediately runs into cost due to the need for manual labor in some production processes. And the cost of manual labor in our market is not competitive in comparison with the same China.

- How do you assess the company's half-year results?

Retail indicators over the past two months indicate a positive trend. May and June showed high traffic - an increase of 2% and almost 10%, respectively, as well as a significant increase in revenue. We are working on pricing, making sure that the price is relevant to the expectations of our consumer. It's such manual labor, in order to show the result in this volatile period.

- What is the potential of the Russian clothing market?

The Russian clothing market over the past five years has been one of the most dynamically developing industries. Despite the fact that the growth rate of the clothing market in Russia since 2014 has significantly decreased compared to previous years, they still remained at a high level. The future of fashion retail in Russia is associated primarily with the regional development of network players and the introduction of new retail formats.

- What is the size of the clothing market in Russia?

According to experts, in 2014 the clothing market amounted to about 2 trillion rubles.

- And at the same time, you say that the sales market still has room to grow?

It is worth going outside and looking at people, how much their attitude to everyday style and approach to choosing a wardrobe has changed. Among the basic needs of Russians, according to recent surveys, the need for food and clothing has been recognized, and clothing has become even more important. Of course, there is room to grow.

- How do you deal with customer acquisition?

We do marketing research market on permanent basis and analyze the preferences of our customers, we are in constant contact with them through social media and our website. We are working to maximize customer satisfaction by increasing the attractiveness of the product offer and the full presentation of the brand concept in stores: women's, men's and children's collections. We have created a new concept of INCITY stores, which we presented at the beginning of 2015 in two flagship stores in Moscow: in the Rechnoy and Columbus shopping centers.

A lot of work has been done to increase the functionality of space zoning and to introduce modern equipment. This is a completely different service approach, with which we want to create a unique atmosphere in our stores, where the consumer would like to return again and again.

- What has changed in the casual fashion industry for last years?

The presence of democratic brands on the market has made fashion accessible to everyone. People have the opportunity to look stylish at minimal cost. Our main mission is to show people that fashion and style can and should be accessible.

- Is there a difference in the tastes of Russian and European buyers?

There is definitely a difference. The European consumer is characterized by a craving for complex color schemes and textures, free silhouettes and cuts. The Russian customer prefers feminine silhouettes, which is why INCITY dresses are so popular, and according to a survey of our consumers, the brand is associated with this particular category of clothing. We analyze our bestsellers on a regular basis, and we have our own understandable statistics. The task of our company is to predict the bestsellers of the upcoming season in order to always have them in stock.

- Maybe you can somehow gradually change the taste of Russian buyers?

We are currently developing the following strategy: we take European hits to work, involve our designers and create clothes at the intersection of the preferences and characteristics of the Russian market and world bestsellers, which will be hits both in the international sense and in local markets. We want to test this principle in the fall, and if it works, we will apply it.

- Is it possible to influence the taste of the consumer?

Our task as a representative of the fashion segment is to represent the key global trends in the Russian market and provide our consumers with the opportunity to look conventionally like on the streets of Paris and Milan, without spending huge money on clothes and overpaying for labels.

- How would you describe the quality of modern clothing?

Of course, products made from quality materials are more expensive. But at the same time, things that are more democratic in price often also do not lose their original appearance for a long time. Thus, it becomes unimportant how much you bought the item. Most likely, there is no direct correlation for how long you will wear it. As for our segment - the mass market, everyone knows that goods in the price range up to 10 thousand rubles (per item - ed.) Are sewn in the same places. Therefore, I would not say that there is a fundamental difference in quality between a T-shirt for 300 rubles and a T-shirt for 4 thousand rubles. We, in turn, place great demands on the quality of our goods and regularly test materials for wear resistance, constantly refine designs and monitor the quality of fit of products, taking into account the characteristics of various types of figures. Special attention we pay attention to the quality of materials and introduce new technologies for sewing children's clothing.

- And in conclusion, I would like to ask you, do you plan to somehow change the company's development strategy during the crisis?

Article dated 07/31/2015 from the site http://www.retailer.ru/item/id/119642/

Familia network to the end2015 will complete restyling, hoping to increase traffic in stores by 10%. A year ago, in order to simply maintain a share in the fashion retail market, it was necessary to increase sales by 20%. Then Familia coped with this task, prudently increasing the number of stores by a quarter. Now the number of points in the network will grow by another 10-20%. And, since the rapid growth of the market is not to be expected, Familia makes a serious bid for increasing market share.

Fashion retailer Familia will complete the restyling of stores by the end of the year, which has affected all elements of corporate identity: logo, corporate identity, website design. 65 stores have already been updated, 30 more outlets are preparing to enter the autumn season in new corporate colors. The company plans to complete this project by the end of 2015.

Global changes have affected corporate identity brand. Purple and olive became the main colors of the retailer instead of green and blue, the logo changed, the spelling of the brand changed from Cyrillic to Latin, the slogan "Brands Free from Prices!" was added. Elements of the new Familia corporate identity also appeared on the sales floor, for example, the letter "a" from the logo is used as the main element of communications. The new brand book for the retailer was developed by the British branding agency Campbellrigg.

Renovation of stores has become a natural stage in the development of the company, the marketing director told Retailer.RU trading network Familia Julia Danilina. "We are constantly studying the experience of world leaders in off-price retail and introducing interesting practices, at a certain point it came to the understanding that the network had outgrown the existing visual identity system, which was outdated and began to work against us."

According to Yulia Danilina, the change in corporate identity caused an increase in traffic in the chain's stores by an average of 10%. At the same time, in retail outlets located in the Moscow region, the effect of the change appearance 2-3 times more noticeable in comparison with St. Petersburg and other regions, the company notes.

Simultaneously with the restyling, the company plans to significantly increase the network. Depending on how many quality sites can be found, Familia expects to open 10-20 new stores by the end of the year. A week ago, a new point in Samara (the third in a row) was launched, and by the end of August, the launch of the fourth chain store in Yekaterinburg is expected.

The last major growth of the network occurred in 2013, when the number of points increased from about 80 to 100. The expansion then had a good effect on the network's revenue - growth in 2014 amounted to about 20%. True, then this was only enough to keep its share in the segment.

The extent to which the increase in traffic will affect the growth of revenue, the company is not yet ready to discuss - revenue forecasts for 2015 will be made public only in the fall. At the same time, the non-food retail industry as a whole is in a deep crisis: in June 2015, the turnover of all players fell by 8.7% compared to June 2014. These are Rosstat data in comparable prices, excluding inflation (consumer prices for non-food products increased over the year by 14.2%).

The branch of the company "Suitmen" in the Sughd region in Khujand will provide services to residents of the entire region. And also the choice was made as a result of the analysis of the number of resident population by age categories in the Sughd region at the end, 2009.

The number of resident population by age categories of the Sughd region, at the end of 2009.

Table 1

Thus, we found that the resident population aged 25-29 - young people make up the majority in the analyzed groups. It was revealed from the survey that it is this age category that seeks to buy clothes (for educational founding centers, weddings, etc.).

For planning and implementation effective strategy marketing, first of all, it is necessary to give a clear and reasonable definition who exactly are the consumers of our services, and who could become them. In this regard, a number of questions arise for the resolution of which marketing research is being carried out. To conduct a marketing research to identify the market capacity in the business of selling men's outerwear in the Sughd region, we implemented the following activities:

• 1. A questionnaire was developed to identify interests potential clients, to determine the gradation of acceptable prices and identify criteria by which potential customers can be grouped or divided into segments.
• 2. A survey of residents of the Sughd region was conducted.

The result of the survey

Evaluation of the activities of the shopping store "SUITMEN"

This study aims to identify the strengths and weak sides work of the trade store, in order to further improve and improve the activities of the clinic.

50 respondents participated in the survey.

The survey showed that of those surveyed, 45 respondents (90%) buy Turkish-made goods, and 3 respondents (6%) from Chinese-made, as well as 2 respondents (4%) from Dubai-made.

The next question showed that out of the number of respondents, 18 respondents (36%) buy goods from the “Popular” store, and out of 12 respondents (24%) prefer to buy goods from the “Nur” store, as well as 10 respondents (20%) prefer goods from "Javoni" store, and 10 respondents (20%) prefer goods from the "Sutmen" store.

Clients believe that the best material is:

wool 25 (50%)

cotton 25 (50%)

Respondents also answered the question why they prefer to buy clothes from this store:

Because of the price 2 respondents (4%);

Because of the quality 8 respondents (16%);

And 40 respondents (80%) have not yet bought goods from this store.

The price affordability of the retail store was assessed as follows:

"prices are acceptable" - 10 (20%)

"prices are unacceptable" - 0 (0%)

"I don't know" - 40 (80%)

The respondents were also interested in the best possible way in connection with the "Suitmen" store, to which they replied as follows:

• 29 (54.16%) respondents answered that they are satisfied with the communication "by phone"
• 13 (16.66%) respondents are not against "online application"
• 8 (29.16%) respondents prefer "personal contact"

Regarding the electronic version (website) of the shopping store, the respondents expressed their answers as follows:

45 (90%) respondents reacted positively

5 (10%) respondents reacted negatively

Conclusion and Conclusions

Thus, the study showed that the "Suitmen" shopping store is not very popular among the population. The conditions and services of the trading store are of good quality goods. At the same time, the competence and communication skills of the staff need to be improved, therefore, it is necessary to conduct trainings on communication skills for the staff.

Product prices are quite low.

To attract more new customers:

expansion of the service package;

by lowering prices for services;

by introducing a system of discounts for regular customers.

The respondents also indicated that they were not against the creation of a store website, for easier access to information.

In general, the work in the store is satisfactory.

Competitors of men's clothing store "Suitmen"

The main competitors of PE "Suitmen" in the domestic market are all shops selling outerwear for men located in the region and providing services. The main ones are:

Table 2.

Competitors of the projected men's outerwear store

Table 3

SWOT - analysis of men's outerwear store "Suitmen"

Store threats.

• 1. The global economic crisis and the associated depreciation of the national currency, in connection with this, a decrease in the purchasing power of the population;
• 2. intense competition;

In case of opening a kiosk on the street, the estimate competitive environment it is not difficult to compete with everyone who sells the same product within sight. When ecommerce the situation is somewhat more complicated.

Depending on shipping costs, and also taking into account currency fluctuations and differences in cost work force, competitors can be located anywhere. The Internet is a highly competitive and rapidly evolving environment. In popular industries, new competitors emerge almost daily.

3. crackers;

The most popular e-commerce threat comes from computer intruders - crackers. Every business is at risk of being attacked by criminals, but large e-commerce businesses attract the attention of computer hackers. different levels qualifications.

The reasons for this attention are varied. In some cases, this is just a "purely sporting" interest, in others - a thirst for fame, attempts to steal money. Site security is ensured by a combination of the following measures:

Backing up important information

Using software with data protection capabilities and updating it in a timely manner.

Auditing and logging to detect successful and failed hack attempts

As a rule, hacking succeeds due to an easily guessed password, common configuration errors, and untimely software updates. Relatively simple measures are enough to protect against a not too sophisticated cracker; as a last resort, you should always have a backup copy of critical data.

4. equipment failures;

It is quite obvious that the failure of a critical part of one of the computers of a company whose activities are concentrated on the Web can cause significant damage to it.

Sites that are under heavy load or performing important functions are protected from downtime by duplication, so that the failure of any component does not affect the functioning of the entire system. However, even here it is necessary to evaluate the losses from possible downtime in comparison with the costs of purchasing additional equipment.

5. power failures, communication lines, networks and delivery services;

Dependence on the Internet means dependence on many interconnected service providers, so if the connection to the rest of the world suddenly breaks, there is nothing left but to wait for it to be restored. The same applies to power outages and strikes or other disruptions to the delivery company.

6. software errors;

When commercial activity depends on the software, it is vulnerable to bugs in this software.

Critical failures can be minimized by installing reliable software, rigorously testing after each replacement of failed hardware, and applying formal testing procedures. It is very important to accompany any innovations to the system with thorough testing.

7. changes in policy and taxation;

In many countries, activities in the field e-business not defined (or insufficiently defined) by law. However, this situation cannot last forever, and the settlement of the issue will lead to a number of problems that may lead to the closure of some enterprises. In addition, there is always the danger of raising taxes.

8. limited system bandwidth.

At the design stage of the system, it is necessary to provide for the possibility of its growth. Success is inextricably linked to workloads, so the system must allow equipment to be scaled up.

Limited performance gains can be achieved by replacing hardware, but the speed of even the most advanced computer has a limit, so the software must be able to distribute the load across several systems before this limit is reached. For example, a database management system must provide simultaneous processing of requests from several machines.

my task term paper is an analysis of the activities of a store selling men's clothing and shoes, opened in 2008 in the city of Sarov.

Many entrepreneurs are employed in this field of activity and the competition is quite strong, and our company needs to strengthen its position.

The purpose of the course work is to show the skills of practical implementation of certain types of marketing activities: analysis and interpretation of the results of marketing research, segmentation of the market space, positioning of products, formation of the most effective marketing policy.

The solution of these issues will allow the enterprise to most profitably allocate its resources, and thereby increase the profit from the sale of its product and its market share.

Department for the sale of men's clothing and footwear, opened in 2008 in the Moskovsky Passage shopping center, Sarov.

The department sells men's sportswear and shoes (trousers, windbreakers, t-shirts, sneakers), as well as jeans, shirts and classic style shoes.

The department has 3 salespeople who report directly to the owner of the department.

Main production assets are: department room, showcases and other equipment.

The main part of the sales market is the new part of the city.

Currently, there are many entrepreneurs in the city engaged in similar activities. There are 4 more departments of men's clothing in the Moskovsky Passage shopping center, and there are departments of a similar assortment in the Plaza and Europe shopping centers.

The main objective of the company is high-quality customer service and timely updating of the assortment.

For a more visual representation of the portfolio of goods, let's turn to the BCG matrix. The usefulness of the matrix lies in the fact that it allows you to compare the positions of goods or services of the organization in the same portfolio. It can be used to establish the degree of balance between the components of the portfolio of goods located in the four quadrants of the matrix.

Market share of the organization

high low

organizations

Each circle in this matrix represents a product or service of the organization. The diameter of the circle is proportional to the volume of sales of this product. The location of the product in each of the four quadrants corresponds to its location on one of the four stages of the life cycle curve.

A problematic product is a product that is just being introduced by the organization to the market, it is at the first stage of the life cycle curve (implementation), in which the costs of its promotion significantly exceed the profit from sales of the product. Such goods are seasonal clothes and shoes.

Star - if the problematic product is perceived by the market. Then it becomes a “star” – a market leader with high growth rates. By the summer season, breeches, shorts, light sneakers and sandals become such goods.

· Cash Cow - When the market growth rate slows down and the organization manages to win a large share in such a market, the product moves into the "cash cow" square, these products bring the organization the necessary stable profit. Such goods are sports pants, T-shirts, jeans, sweatshirts.

· Dogs are low market share products with low growth rates. For example, by the summer season windbreakers, jackets, sweaters become such goods.

2.2 3-level analysisorganizations

For a more detailed consideration of the activities of the department, we will conduct a three-level analysis, in which the essence of the product, the actual product, and the additional product are distinguished.

1. The essence of the goods. When creating or purchasing a new product, it is necessary to determine what needs this product satisfies.

Thanks to a wide range of products in our department, the buyer can purchase everything they need in one department, saving time.

2. The actual item. At this level, the actual performance of the product is analyzed.

All clothing and footwear shown good quality that satisfies the need for comfort.

3. Additional item. At this level, analyze Additional features goods.

The department employs salespeople who can give advice on an issue of interest. You can try on clothes and shoes, and a 2-week guarantee is given for shoes.

2.3 Life cycleorganizations

This is a model that allows you to consider in more detail the life of an organization in a specific time interval. Since the department has been on the market for only a year, the organization is in the phase of introduction to the market.

In the structure of the Russian clothing market, about 63% of the clothing market is occupied by 11 cities with a population of more than 1 million people, including Moscow. Moscow accounts for 21% of the entire Russian clothing market, St. Petersburg - 14%. It should be noted that the share of the Moscow market in the volume of the Russian clothing market is decreasing (in 2006, according to the calculations of MarketMasters, the share of the Moscow clothing market was about 25.6% in the structure of the Russian clothing market, and in 2004 - 40%) .

In 2009, clothing retail turnover in Moscow decreased by 20% compared to 2008. During the four years 2004 to 2006. the increase in retail trade turnover in Moscow was 13.9% - 16.8% per year, since 2007 the growth rate of clothing turnover in Moscow began to decline and amounted to 15% in 2007 and 10% in 2008. Kavtaev S.T. Standardization. M.: INFRA-M, 2004.

Clothing market experts believe that in the next year the Moscow market will continue to decline - about 15-20% per year (in comparable prices). Experts point out that the Moscow clothing market will reach a state of stagnation not earlier than the beginning of 2011, and then, perhaps, it will begin to grow slowly.

According to a study conducted by MarketMasters in December 2009, more than half of Kazan citizens (54%), when choosing a place to buy clothes, first of all pay attention to the price level of this outlet. At the same time, when choosing clothes inside the outlet, men put price factor to 4th place.

In 2009, compared to 2006, among men in Kazan, the share of those who, when choosing a retail outlet for buying clothes, is guided by the price factor increased. And at the same time, the proportion of men who focus on the price has decreased, choosing clothes already inside the outlet.

When choosing stores when buying clothes, the dominant share of Muscovites (89%) prefers to buy clothes in multi-brand clothing stores. The share of those who prefer to buy clothes in single-brand clothing stores is highest among men aged 36 to 45

Light industry enterprises do not claim large-scale state support. It is enough for them to establish level playing field for all market players.

Today, light industry products fill almost a quarter of the Russian retail market of all groups of non-food products. This is a very solid share, for comparison - it is larger, for example, than the auto market. At the same time, according to the official data of the Ministry of Industry and Trade, only 21% of the volume of sales of light industry goods in the Russian market falls on the share of domestic producers. Official imports account for 38%, the remaining 41% are goods of shadow production or illegally imported into Russia, mainly of Chinese and Turkish production.

Crooked Stitches of Competition Naturally, a legally functioning enterprise that pays taxes regularly and is responsible to its own employees is in no way able to compete for a buyer with illegal suppliers or Chinese dumping, and even in a crisis.

Prior to the crisis, growth was more confident and dynamic. Now purchasing power has dropped significantly, and the only thing that helps us to maintain sales volumes is the influx of middle-income buyers who previously bought clothes from European brands that have left the market. They are slowly moving towards us. Thus, due to this new consumer, it is possible to survive today.”

A few years ago, industry representatives cited the lack of quality raw materials as one of the main problems. Today there is a choice. If not due to the fact that domestic producers took up the mind and began to produce high-quality products, then again - due to the influx of imports.

However, what and how to sew is a purely personal matter for each manufacturer. . Ogvozdin, V.Yu. Quality management: Fundamentals of theory and practice. tutorial. - M.: Publishing house "Case and Service", 2002.

“There is no problem with raw materials today, the quality directly depends on the price: you can take cheap, it will be of lower quality, you can be of an average level and more expensive - the choice is wide. This is the European market, and Turkish, and Chinese, - says Viktor Rodionov. - In China, everything is cheaper, they copy fabrics, designs of European manufacturers, they manage to do it cheaper, and sometimes the quality is not worse. We work only with foreign suppliers. All raw materials are foreign, starting with the lining, we buy only domestic threads and some accessories.

Of course, producers of the mid-price segment look at domestic raw materials with apprehension. “All our suppliers are European. We have textile industry there is no one left in the country, there is no one to choose from,” Tatyana Chukhlomina believes. - We have been working with European manufacturers for a long time - with India, China (if China is of good quality). But mostly it is Poland, Czech Republic, Italy, Türkiye. We work through intermediaries. These materials are denominated in euros, and the price for them is constantly creeping up. But we have not raised prices for our products for two years now. For now, we take all the additional expenses on ourselves to stay afloat.”

The director of the sewing factory Severyanka is even harsher in his assessments of the prospects for domestic producers of raw materials: “I can say with confidence that there are no suppliers in Russia. There is not a single factory - neither silk nor worsted-cloth, whose services we could use. They simply don't exist. There are suppliers from abroad - Chinese, Moscow and Novosibirsk intermediaries, there are Turkish ones. Everything is sold in euros and dollars and is converted at the exchange rate at the time of purchase. Of course, the main share of deliveries is China. And the hardware is all Chinese. There is, of course, a small sector, I call it underpants and buttons, - these products may be of domestic production. There is no news here." . Basovsky L.E., Protasiev V.B. Quality control. M.: INFRA-M, 2001.

Everything suggests that competition in the market has become tougher during the crisis. Those of the Russian players who work in the segment of cheap products, and those who had to move into this segment, found that manufacturers from China dominate here. And it is extremely difficult to compete with them in prices. Therefore, calls are increasingly being made to completely block the illegal supply of goods from China.

The problem of unequal competition among manufacturers in our market is recognized at the very top. According to Mikhail Klinov, Director of the Department of Forestry and Light Industry of the Ministry of Industry and Trade, today Russian market goods and light industry products is non-transparent and does not represent equal conditions for all participants. “Illegally produced and imported products dictate the terms of trade, prices and sales procedures for the entire market. There is no secret - goods in Russia are more expensive than in Europe,” he notes.

Realizing the problem, the federal center, as is typical of it, took fairly tough measures. Under the distribution fell Moscow Cherkizovsky market liquidated last summer. Referred to by officials as a "hotbed of counterfeit and smuggling", his disappearance stimulated the growth of production in Russian light industry. This, in particular, was stated by Vladimir Putin, head of the Government of the Russian Federation.

Many now say that in these conditions the Russian light industry will be saved only by a new, differentiated system customs duties. Currently, import duties on technological equipment are zero percent. For finished products: 20% for garments and 10-15% for shoes. Raw materials - from 5 to 15%. According to Mikhail Klinov, the position of the Ministry of Industry and Trade in this matter is as follows: raw materials, dyes, textile auxiliaries, technological equipment produced not in Russia should be imported with zero duty, but finished products- to be subject to a fairly high duty.

“I don't believe in protective measures and I don't think it will happen, it will be put on the brakes here,” Igor Tikhonov is sure. - Especially now started work Customs Union three states - Russia, Belarus and Kazakhstan. It seems to me that this will only contribute to the influx of illegal imports. I do not know how it will be possible to put a barrier to the goods that will rush from there to our market. I think we should follow the path of all developed countries- this is support at the state level: loans, credits. In the same China, from which we want to protect ourselves, first, at the expense of the state, all infrastructure is being built at industrial sites in order to private business developed production without extra investments. This is how you can develop. In Russia, in order to compete with China, you need to do something similar, and protective duties will not help.”

Experience shows that it is the growth of duties that can provoke a revival of illegal imports, and here the state will need both tough measures to curb it and additional measures of real support for domestic light industry enterprises.

It should be noted that now in Russia there are tools state support light industry enterprises. The main ones are the abolition of duties on technological equipment imported into the territory Russian Federation; cancellation of VAT on this equipment; subsidizing interest rates of the Central Bank of Russia during technical re-equipment. In the budget of the Russian Federation for subsidizing the technical re-equipment of light industry in 2010, 200 million rubles are planned at 2/3 of the refinancing rate. In addition, the Ministry of Industry and Trade has prepared rules for granting subsidies from the federal budget in 2011-2013 to organizations that implement pilot projects under the Light Industry Development Strategy for the period up to 2020, adopted at the end of last year.

The goal of the strategy is the intensification of innovative development and technological breakthrough of the textile and light industry in Russia. The developed mechanism of state subsidies will stimulate the renewal of the technological park of equipment, the release of a competitive range of new resource-saving technologies, the ministry says. At the first stage of its implementation, much attention will be paid to the protection of the domestic market, as well as the continuation of the adopted legal acts and economic measures and the flexible application of the customs tariff policy. In the period from 2012 to 2015, the transition of the industry to a new technological base based on the development of low-waste and non-waste technological processes. The final stage will bring the industry to the specified dynamics of investment and innovation activity. . Ogvozdin, V.Yu. Quality management: Fundamentals of theory and practice. tutorial. - M.: Publishing house "Case and Service", 2002.

The strategy assumes that in a decade more than half of the clothing, knitwear and footwear on the domestic market will be produced by Russian industrialists. Today, Russia's needs for light industry products are met in different segments by only 17-36%. By 2020, a million new jobs will be created at the enterprises of the industry. The share of industry products in the total volume industrial production by 2020 should increase to 2.5% (now less than a percent). The share of Russian manufacturers in the structure of trade turnover by 2020 should be 50.5% (1 trillion 431 billion rubles against today's 402 billion rubles), the share of innovative products in 2020 will be 46% against 9% in 2008, exports of products for the forecast period will increase four times, revenues to the budgets of all levels - by 3.1 times and will amount to 100.5 billion and 71.1 billion rubles in 2020, respectively.-- The market is saying that sales in comparable stores have fallen from 5% to 10%. We have grown by 4% in 10 months. food market and women's clothing- the most persistent. In a crisis, a woman will not buy a mink coat, but she will always buy some kind of blouse or accessory. Those who bought in the expensive segment came to us.

The crisis hit those who worked in franchising. In January-February, small franchisees could not get a loan. Even now it is impossible to take it, but at least this is understandable, and in a crisis, the worst thing is uncertainty. Kavtaev S.T. Standardization. M.: INFRA-M, 2004.

The shortage of clothes and shoes in Russia is not an illusion, it really exists. According to the Association of Fashion Industry Enterprises (APRIM), the supply of these goods has decreased by 15-30% depending on the segments. For the most part, the trade deficit concerns European imports, which fill the middle and high price niches. The supply here has been reduced by almost a quarter. The reason is the crisis. New collections are formed ten months before the start of the season. At the beginning of this year, importers simply did not have money, as demand had collapsed the previous winter. Therefore, for the autumn-winter 2009/10 season, they ordered collections in a reduced volume. In addition, many importers simply played it safe, apparently remembering the default of 1998, when some companies went bankrupt as a result of exchange rate fluctuations.

Another reason for the shortage of goods in the clothing and footwear markets is the colossal balances with which most players approached the crisis. For some, these remnants almost doubled the range. The fact is that many companies have been doing business inefficiently in recent years, but at the same time they overestimated their growth rates in order to attract investment and developers to get good places in shopping malls. Obviously, having such stocks, in the falling market, importers could only act extremely cautiously: order small volumes and only those models that are in constant demand in Russia (by the way, the same glamor).

Yet the main reason for the current shortage is that importers misjudged the market. “At the beginning of the year, demand for fashion goods fell by 15-20 percent, and companies expected that this fall would increase by the end of the year. In addition, the volume of orders from European clothing and footwear manufacturers has sharply decreased, and our importers have begun to focus on European buyers, also reducing the volume of orders,” said Maria Smorchkova, Chairman of APRIM. However, by autumn it turned out that the Russian market had shrunk much less than the volume of orders from European clothing and footwear factories. Importers were clearly not ready for such a demand.

Additional order of fashion and comfort Things are a little better with Russian manufacturers of clothing and footwear. First of all, they work in the middle and lower segments of the market, where demand has fallen less. But the main thing is not this. Our manufacturing companies, as well as importers, also reduced the production of collections at the beginning of the year due to lack of working capital and also underestimated demand in the fall. But today they have thanks own production there is an opportunity to quickly respond to demand, replenish the range with the necessary models.