Development of the concept of the RUSSIAN ORTHODOX clothing brand

This paper focuses on the development of the concept of the clothing brand RUSSIAN ORTHODOX. At present, sanctions imposed against Russia by foreign countries have raised the need for import substitution in the fashion industry. Additionally, the geopolitical situation has raised the issues of national self-identification and patriotism to a higher level. The paper presents studies regarding the attitudes of Russian citizens to domestic brands, to traditional values and to Orthodox religious beliefs. The theoretical part of the work examines the questions of branding, of the consumer behavior, and addresses the issues of personal self-expression through consumption. The development of the concept of the RUSSIAN ORTHODOX clothing brand is presented based on the analysis of this material. The research on the concept of the brand is presented in Chapter 3. The chapter highlights the principal growth areas and business perspectives of the developed concept.