Sustainable Fashion in Russian Clothes Companies

Nowadays sustainable development trends occupy more and more industries as well as the fashion industry which is called one of the most dangerous for the environment along with the oil industry. Production output has risen to a tremendous size due to “consumer society” which has dominated over the past several decades and led to a negative impact on the environment. However, while generation Z and partly millennial change to increasingly influential consumers, differing from the previous generations with a higher level awareness and attention to global humanity problems, sustainable fashion trend is becoming more widespread. This work contains the term itself, meaning and main principles of sustainable fashion. There is also the information about the main trends of development of sustainable fashion, ways of integration of it as a part of social responsibility policy as well as supporting ecological safety in clothes companies-manufacturers. Having analysed the results of foreign authors’ researches, there is one conclusion may be done: consumer society perceives the trend sustainable fashion quite positively; however, there are not so many consumers who take into consideration this factor in practice while choosing clothes. With the example of such foreign retailers as ZARA and H&M and two Russian companies Gate31 and 12storeez it was possible to examine how to use these principles of sustainable fashion, analyze the level of integration in business-model of Russian and foreign companies. There is SWOT-analysis for development sustainable fashion in the Russian market of clothes production as well as there will be recommendations for the future integration these principles sustainable fashion in Russian companies’ activity.