Gloria Jeans sheathing online – Kommersant

Major Russian clothing brands are looking for new options for foreign expansion. Thus, Gloria Jeans plans to enter international marketplaces, and it may start online sales abroad this year at the Kaspi platform from Kazakhstan. International expansion in an online channel is cheaper than offline development, but some foreign platforms may not suit the Russian origin of the brand.

The Russian clothing and footwear manufacturer Gloria Jeans is launching a project to enter the world’s leading marketplaces. This is stated in the description of the vacancy for the top manager of the direction, published in May in the Gloria Jeans profile on the HeadHunter portal. The candidate must analyze the potential of global e-commerce sites, evaluate markets, search for foreign partners, negotiate for optimal conditions, etc.

One of the Gloria Jeans partners confirmed to Kommersant that the company is working on entering new marketplaces. In particular, this year it is planned to start sales at the Kaspi site from Kazakhstan, he adds. A representative of Gloria Jeans told Kommersant that the company is actively exploring the possibility of entering new foreign markets in offline and online channels. Interest in specific online sites in Gloria Jeans did not comment.

Today Gloria Jeans is represented on the Russian online platforms Wildberries, Ozon and Lamoda. The company also has its own online store and mobile application. In 2023, Gloria Jeans planned to significantly strengthen online channels, Mr. Melnikov said. In 2022, the company received RUB 9.5 billion from online sales.

Other Russian fashion brands are already experimenting with entering foreign markets through international online platforms. In 2021, the 12 Storeez brand appeared on the European marketplace Farfetch. 12 Storeez told Kommersant that the brand retains its presence on this site, and also develops in foreign markets in an online format through its own international website and a separate website for Kazakhstan. Until August 2022, 12 Storeez products were also sold on the Zalando and AboutYou platforms, but the brand abandoned these sites as ineffective, the company said.

Fashion Factory brand director Anna Dubrovina notes that entering a foreign market with its own retail requires the brand to invest more in finding and arranging venues, personnel, advertising, etc., and marketplaces take care of these issues. But for development through online platforms, the issue of regular and uninterrupted supplies remains fundamental, she adds.

Daniya Tkacheva, an independent consultant for sales management and strategic development, believes that the most effective way would be to enter the international universal marketplace, which will give access to the markets of several countries at once. Data Insight included American Amazon and eBay, Singaporean Shopee, Japanese Rakuten, Chinese AliExpress, Argentinean Mercado Libre and Chinese Taobao in the ranking of the most popular marketplaces in the world in 2022. According to Dania Tkacheva, based on the price category of Gloria Jeans, Amazon, European Zalando or Noon operating in the Middle East may be of interest. But, she admits, the Russian origin of the brand may complicate the release on some foreign platforms.

Ilya Yaroshenko, President of Baon, considers it most optimal for Russian fashion brands to enter the markets of the CIS countries and Central Asia, for example, Kazakhstan. Expansion in Europe is limited by the difficult geopolitical situation, while in Turkey and China there is high competition with local players, he says. Baon itself plans to focus on expanding its share in the Russian market and is not considering expansion into foreign online platforms.

Alina Savitskaya