Ontimeshow founder Yeli Gu told the BRICS+ Fashion Summit in Moscow that Chinese brands hold clear advantages over departed European labels in Russia.
Speaking at the Zaryadye Concert Hall venue, Gu explained that Chinese retailers could secure a prominent position in the Russian market, though she noted that calling them a direct replacement for European companies is currently incorrect.
Gu stated that the commercial success of Chinese companies will depend primarily on product design, quality, pricing, and the overall customer interaction experience, rather than their country of origin. She added that their growing presence in the Russian retail environment would primarily serve to expand choices for local consumers.
Strengths in functional clothing and supply chains
According to Gu, Chinese fashion retailers have already achieved significant results in creating casualwear, sportswear, functional clothing, accessories, and outdoor gear. She highlighted flexible supply chains, advanced technology, and rapid reaction times to consumer demand as key operational strengths of Chinese manufacturers.
Gu pointed out that Chinese fashion labels are also becoming noticeably stronger in design innovation and overall manufacturing quality. She concluded that while being fast is an advantage for manufacturers, remaining relevant to consumers is far more important.
Gu is the founder of Ontimeshow, a major fashion trade exhibition held during Shanghai Fashion Week that showcases independent fashion designers and connects contemporary apparel brands with international retail buyers. The BRICS+ Fashion Summit serves as an international industry platform bringing together fashion professionals, trade representatives, designers, and retail executives from emerging market nations across Asia, Africa, Latin America, and Eastern Europe to discuss trade partnerships, manufacturing, and retail expansion.
Return of European footwear brands to retail shelves
The discussion around Chinese brand market share follows shifts in the Russian retail sector after numerous Western European clothing and footwear companies suspended or ended direct operations in 2022. The departure of European brands left significant vacancies across department stores and shopping centers, prompting domestic retailers to seek alternative international trade partners.
Despite earlier market departures, reports in October 2023 indicated that European footwear brands had begun returning to sales in Russia. Products manufactured by German footwear company Ara Group, Spanish brand Axa Shoes, and Italian shoe producer Igi and Co in the mid-plus and premium price categories were found on the shelves of domestic retail stores.
The BRICS+ event was hosted at the Zaryadye Concert Hall, a landmark cultural venue situated within Zaryadye Park near the Kremlin in central Moscow. As international supply chains adjust, Chinese fashion manufacturers continue to expand their presence in the Russian retail market alongside domestic producers and returning European footwear labels.
