MOSCOW, October 1 - RIA Novosti. A cultural code can become an economic advantage for a brand: authenticity can attract the buyer’s attention and give the brand the right to a higher price, notes Ekaterina Kondakova, project manager for supporting the export of services of the Russian Export Center (REC, VEB.RF group).
Kondakova spoke at the session “Cultural code: from museum archives to international expansion” at the BRICS+ Fashion Summit. “She presented the REC’s position on the issue of introducing Russian fashion brands to foreign markets and identified the key barriers that the industry faces,” the press release says.
According to her, a cultural code in itself is not an export strategy. Authenticity can attract the attention of the buyer and entitle the brand to a higher price, but it does not solve the issues of production, financing, ensuring consistent quality and choosing a sales channel. Russian fashion, Kondakova is sure, has no shortage of cultural material. However, it is found in the connection between a strong idea and commercialization.
Fashion is one of 16 creative economy industries. According to the Creative Economy Development Strategy approved by the government, the industry’s contribution to the country’s GDP should increase from 4.2% by the end of 2025 to 6% by 2030 and to 7.7% by 2036. For the fashion segment, this means a shift from cultural representation to the creation of high-value-added products, sustainable brands and export channels.
Kondakova noted that REC support measures are available at all stages of the chain. This is especially important given that fashion brands sometimes struggle to assemble individual tools into a sustainable business model. The existing niche of Russian brands (author's premium, couture, wedding and evening fashion, individual orders) provides more predictable profits, but does not guarantee the survival of the brand in the long term.
Kondakova cited the experience of Gzhel in China as an example of successful internationalization of the cultural code. The company did not limit itself to traditional cobalt painting. Market testing showed interest in products with gold decor, and the brand began to develop a separate assortment for the Chinese buyer, preserving hand-painting, porcelain and recognition.
“REC tools give representatives of the creative industry the opportunity to quickly receive feedback from the market. Festivals-fairs, national expositions, electronic platforms and promotions under the Made in Russia brand help to understand which categories are in demand, what price level is accepted by the audience and through which channel the buyer is ready to make a purchase. REC does not replace a factory for a brand, but provides certification, training at the Export School, financial and insurance instruments,” Kondakova noted.
The BRICS+ fashion summit brings together representatives of the fashion industry of allied countries to exchange experiences and develop international cooperation in the creative industries. It takes place in Moscow. Last year the event was attended by 15 thousand people from 65 countries.
REC is a state institution that supports non-resource non-energy exports (NNE). It provides companies from various industries with both financial and non-financial assistance at all stages of entering international markets, including within the framework of the national project “International Cooperation and Export”. Most of the Center's services are available on the digital government platform "My Export" ("Government Services for Foreign Economic Activity").
