China'S Version Of "Zara" UR Has Reached Russia'S Ambition Not Just In Britain.

China's local fashion brand Urban Revivo will enter the Russian market in 2019. The first store will be located in Moscow, covering an area of about 2000 square meters, the Russian Business Daily quoted two local property consultants as saying.

This is another olive branch that has been thrown abroad after the brand entered Singapore and the UK market.

According to the introduction of Marina Malakhatko, manager of the real estate department of the world bank, Urban Revivo plans to invest 800 million US dollars in the next few years to develop the western market.

"The development of the Russian fashion industry is promising, but it is still difficult to estimate how many stores to be opened to recover the cost of investing into the new market," she added. "At least 20 stores of the same size in Moscow, St Petersburg and other important cities in the next seven years."

According to the average annual turnover of local fashion brand stores, the turnover of Urban Revivo in a store in Moscow is expected to reach 5 million euros a year, and the revenue per square metre will reach 25 thousand euros.

But in fashion information agency HSE, the development of Urban Revivo in Russia will still depend on the marketing strategy of the company.

According to the data provided by the agency, the sales volume of Russian clothing market in 2018 was basically unchanged from that in 2017, about 2 trillion and 360 billion roubles (237 billion 700 million yuan).

However, because of lower income levels, more Russians will prefer shopping in the mass market.

"Today's Russian consumers demand less clothing and increase their price sensitivity. Almost 1/3 of Russians do not even consider buying clothes that have no discount at all, while 74% of Russians see price as a major factor in choosing clothes."

Anush Gasparyan, director of HSE Fashion Management and communication center, said.

But for Urban Revivo, price may not be the biggest problem.

Urban Revivo, founded in 2006, started with two new weekly designs, a low price fashion mode dominated by young consumers.

During its 12 years of operation, the brand started in Guangzhou and opened about 200 stores in China.

In 2016, Urban Revivo opened the first store outside the Chinese market in Raffles square in Singapore, and opened second stores in Singapore Lion City Square in August 2017.

Although the business of the two stores is not a prosperous one, Urban Revivo still insists on its attempt to overseas market and entered the British market for the first time in late 2018.

However, in today's consumer market, fast fashion is at the cusp of public opinion.

Thredup, a fashion agency, has previously reported that 25% of female consumers said they would no longer buy fast fashion clothes from 2019, most of them young consumers.

Of the more than 1000 women surveyed by Thredup, 58% thought that waste should be reduced this year. Another 42% said they would reduce waste by buying second-hand goods.

As a brand based on fast fashion, Urban Revivo now wants to get rid of this "hat" too. The new overseas market may be a new opportunity.

Next, the brand will extend its brand tentacles to more foreign markets in Japan, Western Europe and North America by 2020.