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The Collapse Of The Soviet Union

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1.0 Introduction
“Russian consumers are obsessed with fashion,” said Ambika Zutshi, CEO of Fashionbi, Milan. (Jones, 2014)
Following the collapse of the Soviet Union, Russia released a yearning for fashion that had been otherwise dead for decades, suppressed by the USSR’s official distrust of commercialism, luxury and indulgence, and curbed by the regime’s restrictions on imported Western goods, including clothing. Since the 1991 fall of the USSR and the transition from a centralized economy to a market economy, Russia has fast become one of the most substantial emerging markets for fashion in the globe. (Berglof,2003)
Many factors influence this BRIC nation’s growing market share. In order to understand the market one must explore the country itself, it’s culture and current Political, Economic, Social and Technological advancements.

2.0 PEST ANALYSIS
2.1 POLITICAL INFLUENCE
“Fashion is inextricably linked to politics, and the arrest and jailing of Pussy Riot, anti-gay laws and military involvement in the Ukraine have made Russia unpopular within Europe, as the damning boos ringing through the Eurovision arena this year showed.” (Alwood, 2014) Alexander Shumsky, President of both Fashion Week and the Russian Fashion Council quickly dismisses the international attention drawn by Russia’s recent law as “propaganda”, and says that the government began supporting the fashion industry, that includes openly homosexual designers. In October 2014 Vladimar Putin

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