"As if foreign" brands of clothing and footwear

We supposedly international networks of different levels of "encryption". Someone openly admits that a Russian company and a foreign name - no more than a way to attract customers, reveals the owners. Someone comes up with legends, and hides until the last.

Ralf Ringer

For the "German" name hides one of the largest representatives of the Russian footwear industry.

The company was founded by Andrei care, which began production of footwear in 1995 at the Moscow factory "Petrel". The fact that the German name was chosen deliberately, he repeatedly confessed himself.

"By Ralf - sonorous male name, causing the association with European, especially German, footwear, and then Ringer - in German" fighter, a boxer ", which adds the image of masculinity", - said on its website.


"foreign" Russia's largest casual network, now numbering more than 550 stores, is only partially artificially. In 1990, businessman Boris Ostrobrod, an engineer by training, he emigrated to Israel, where, together with his cousin Alexander Pekarsky began bringing in Israeli clothing Russia. Then they began to order their own products in China and created a pioneering Russian fashion-retail - a network of Sela, whose name in Hebrew means "rock". Hardly any of the buyers made out in the name of the network hint of its origin - it sounded quite international. The combination of "foreign" brand of affordability has made the brand one of the most popular.


OGGI Network (Italian for "Today"), founded in 1998 as a brand of women's clothing.

In 2010, the network began rebranding, changing its name to "Oodji" - now it is even and has ceased to be an Italian, no one will utter it as "Auggie". Tale in the meantime come true - the company said that in connection with access to the international market its head office moved to Geneva (Switzerland), which established a special legal entity Lagen SA. So now she is really in some sense foreign.


One of the fastest growing networks: set up in 2005, ie much later than its competitors, it is now already more than 300 stores in Russia and the CIS countries.

Not the least role in the promotion of the network played a well chosen name, together with the positioning of fashion-brand: unlike most Russian manufacturers are betting on casual, InCity positioning itself as a brand of fashionable, glamorous women's clothing, but because apparently even less similar to the Russian one. However, the level of "encryption" while low - is on the main page of their website InCity admits that she a Russian company.

Zarina, Be free

It is hard to believe, but the company "Melon Fashion Group", the managing today just six clothing brands: befree, Zarina, Love Republic, Springfield, Women'Secret and co & beauty, grew out of the St. Petersburg garment factory "Pervomayskaya dawn". Here is a re-branding! Without the participation of foreign partners has not done - the co-owner of the company is a Danish corporation KurtKellerman. Plaque "foreign" and several acquisitions have made the business - today the company is also one of the largest on the market.

Savage, People Wear

Savage (in pens with English -. "Savage") was created as the top clothing chain. The calculation was simple - this segment is not very fond of foreign manufacturers, all of which come primarily from warmer countries. Therefore, take it was relatively easy.


Brand O'stin has introduced GC "Sportmaster", develops the same name network, reasoning that if for sport Multibrand Russian name has come down, the clothes will certainly require foreign.

Adding top comma to not exactly repeat common English name, owners O'stin more to convince consumers that it is dealing with a foreign manufacturer.

Chester, Carnaby, TJ Collection

These three brands, developed by some owners, have become a real example of a successful role model. And the name and design stores, and style just shouted: "We're from England." There was even invented a special legend about the origin of brands in the UK, but the owners put up today with the fact that Russian origin marks solved and do not hide it with such care and have made Russian-language sites, prefer to talk not about the English origin, but the "spirit" . Although remnants of the former curtain remained - for example, in Chester site has the phrase "In the picturesque confluence of Italian and English - the secret charm of this unique city and our modern Chester shoe".

Carlo Pazolini

Brand Carlo Pazolini was founded in 1991 by Russian businessman Ilya Reznik. Taking the name of Pope Carlo and controversial director's name, brand developers have even invented the legend of Italian shoemakers-founder.

Paolo Conte

Another supposed Italian shoe brand, which the developers thought long and just took the name of the famous Italian singer and composer. Production of the brand, has a very original design, is located in China, and more recently under it began to produce and youth clothing.