Tatarstan clothing manufacturers are developing by optimizing the purchase of materials and distribution channels under changing conditions

The Tatarstan clothing brand "ENN" was founded by Svetlana Zainutdinova with her friend Yulia Litvinova in 2021, the company is engaged in the production and sale of adult and children's clothing.

Starting investments in the business amounted to 30 thousand rubles, there was only one seamstress in the state. The company received state support from the Ministry of Economy of the Republic of Tatarstan within the framework of the national project "Small and medium-sized businesses and support for individual entrepreneurial initiatives" - assistance with certification, a soft loan for the purchase of equipment. The result was the release and sale of clothes online and offline in large Russian chains, the opening of our own stores in Kazan and Moscow, and the show of the collection at Fashion Week in New York.

According to information from the company, sanctions and restrictions on the operation of social networks have affected sales channels: the brand is actively developing marketplaces. In offline trading in Kazan, the situation has improved, the flow of buyers has increased, while in Moscow traffic in shopping centers has decreased. The company notes that along with this, there are more profitable rental offers from shopping centers seeking to win back customers, this provides new opportunities for brands to take advantage of the situation.

The brand produces clothing collections in advance, the stock has been formed, so there are no plans to increase prices due to changes in exchange rates. The company had to abandon European suppliers of fabrics, now they are reliable and high-quality suppliers mainly from Turkey and China. The company notes that the most important task is to maintain product quality.

The departure of foreign clothing brands from the market opens up an opportunity for local Tatarstan manufacturers to fill this niche. Companies from the light industry are building new supply chains for the supply of fabrics and accessories from friendly countries in order to maintain product quality at a high level. An additional support tool for finding new suppliers is the Import Substitution Center of the Republic of Tatarstan, created on the basis of the Republican Marketing Center.