Since Soviet times, our customer got a clear idea of what foreign brands can serve as a global benchmark for quality. At the same time buy the goods of these brands are not all. H3> Especially for those who can not, a Russian businessman offering a "European quality at affordable prices" - the production of Chinese, Polish and Russian production with beautiful foreign names. The people of origin guesses, but still takes: foreign-pokrasivshe all our will.
Getting foreign branding was initiated after the collapse of the Soviet Union, when people bought up all the markets that had even the slightest hint of Western origin. After the 1998 crisis, the fashion for "western" asleep - and so the country was hard, so back to the roots, to the goods with Russian names. And since the beginning of the new millennium has again gone up. Firstly, because the business changed and began to produce goods at a higher price category, and secondly, brands people still like "foreign", even though people know that in fact that's the German consumer electronics made in Asia commissioned by the Russian businessman, but in the case of English only letters on the box.
Technology h3>
president of the company "Golder Electronics" and the owner of the brand Vitek Andrew Derevyanchenko at the start of his career, combined with the technology trade work as a security guard. Five years ago, he registered the trademark in Austria Vitek. The name comes from the words vita (in Latin - life) and tech (in the sense - machinery). Contrary to popular belief no Vitka business is not the same company. The reception area Vitek allows you to write on the box "Manufacturer: Austria". Appliances Mr. Derevyanchenko initially positioned as a quality product at a price 10-15% cheaper than similar, but brands. Later, however, the company could not afford to acquire their own design bureau to develop unique models of equipment. A couple of years ago, Mr. Derevyanchenko proud developed tea, flashing red lights around the perimeter and a luminous blue neon light.
Together with Derevyanchenko started and Yevgeny Nazarov, the founder of a lesser-known brand home appliances Vigor (derived from the English vigorous - brave, strong), it is registered in Hungary. The Moscow office is located in Vigor leased the plant "Vympel" room where 20 people sit, stand all models of household appliances and smells soup from the canteen.
Commercial director Vigor Alexander Nazarov admits that all appliances of the company (as well as any other Russian company) bought in the countries of Southeast Asia, it is going on the same plants and often not just superficially similar, but identical. "We arrive at the factory, see what they offer us, choose your favorite model and agree on the price for which they will put on the tea name of our brand - said on.- Of their own design to engage in no sense: expensive, and still steal ».
Brands Scarlett (owned by Arima Holding Corp., the joint brainchild of the Chinese and the Russians), the manufacturer of the most purchased in Russia Dummies, incorporated in England in 1996 and named in honor of Scarlett O'Hara Hamilton Kennedy Butler. Because the target audience of the founders of the brand was seen predominantly female, business, but not alien to the classics of literature and romance.
If the choice is a simple home appliance customer makes, focusing only on price, then all the iron harder to sell a little-known brands are already very difficult.
Rolsen - the brand that was invented in 1995 by a graduate MIPT Sergei Belousov - used for TV sets, home theater systems, monitors, mobile phones and washing machines. But Rolsen never peddling his name on irons. Start-up companies to build TVs LG, and then began to produce and own - from parts purchased in Southeast Asia.
A minor is not engaged and trademark Kaiser , operating in the market as the German company since the mid 90s and invented a founding father of Pavel Loginov. The brand has successfully saturate the market of large kitchen appliances. Mr. Loginov makes it at the same factory in Poland, which produces products under the brand, and Hansa.
Bork , promotes itself as the German technology, has almost all the stores, despite the fact that it began as a brand network "Elektroflot." But Bork has a unique compared to other brands psevdozapadnymi advantage - a brutal, very attractive design.
It is also irrelevant to the Western manufacturers Prology, Mystery, Polar, Elenberg and many others.
Tea-coffee h3>
Company Milagro (in Spanish - a miracle) operates in the market since 1998 and specializes in instant coffee. As said a few years ago the director of marketing Nikita Morev when they were just starting to work, the credibility of the Western manufacturers invigorating drink our buyer was greater, and therefore had to use a foreign name. Do Milagro in Europe and Russia, the company is registered in Germany.
Another coffee company - Kaffa Industries. Its name is coined as the name of a species of coffee Kaffa Elgresso (Kaffa - the name of the province in the east of Africa, where, according to legend, first appeared drink coffee and elgresso - just beautiful coined the word does not mean anything) . Kaffa coffee produces at two factories in the suburbs.
Brands Greenfield , Tess , Jardin belong to the St. Petersburg company "Orimi Trade", and Curtis & Patridge - the producer "in May ».
"Buyers want to believe that the brand he chooses, is made of a unique water only in the world of the lost glacier in the Pacific Ocean on the accidental discovery of an extinct tribe prescription New Zealand natives. And most importantly, he is willing to pay for this extra money, "- said Kirill Dubinsky, director of strategic planning and business development for creative agency" Aurora ».
Cosmetics h3>
Famous Brand Faberlic began in 1997 and was called the "Russian line". Before that, its founders graduates of Moscow State University Alexey Nechaev Alexander Davankov traded in the securities market. Then he tried to make supplements and household chemicals, but eventually decided to do makeup. Initially, the company even wanted to play on the fact that it is Russian. But studies have shown a paradoxical thing. On the one hand, we appreciate Russian women for natural cosmetics. On the other - they want to see in his dresser stylish package with a cosmopolitan name.
New word for the "Russian line" invented the whole year. As a result, we decided to synthesize the word faber (master) and "face» (lic). And foreign, and to the Russian ear the word new, and it was conceived producer should cause the buyer association with world renowned Faberge.
In 2008, the company Faberlic specially conducted a survey among its buyers, with which found that 30% of take it for the Russian producer, 29% - for foreign language, while 24% believe that it is a co-production. In fact, doing makeup on two plants - in Moscow and Balashikha, using, however, the development of raw materials and foreign firms.
Also Russian brand is Cosmetics Yllozure Paris.
Fashion h3>
Russian-Israeli SELA Company was founded by two brothers, originally from Leningrad - Arkady and Boris Ostrobrod Pekarevsky in the early 90s. SELA name in Hebrew means "rock».
No shoe Wizard Carlo Pazolini does not exist and never existed. Sounds, of course, perfect. Mellifluous any woman who lives with a firm and fair conviction that the best in the world of shoes - the Italian. Carlo Pazolini Group - the name of the Russian company, which has its own shoe factories in Russia and China and a network of branded stores.
TJ Collection, which, as they say in the press release, "was created in the UK in 1992," produces shoes under three brand names: TJ Collection , Chester and Carnaby
Yet all three brands are Russian and brendneym TJ - an abbreviation of the names of the owners, Timur and Yulia.
Rostov businessman Vladimir Melnikov sews jeans, denim clothing, children's and adult knitwear in Rostov and nowhere else. Very proud of the success of his enterprise and generally in favor of domestic producers. Nevertheless, its two brand called Gloria Jeans and Gee Jey
St. Petersburg company "August Plus" produces and sells women's clothing under the brand name Oggi - a very low-key and simple, but on the other hand, fashionable and elegant. Therefore, it is like to buy, teachers, financiers and other strict woman, who can not very much to experiment with style. The word oggi - Italian ("Today"), so that for the most part women customers find the Italian brand.
Shoes Ralf Ringer is traditionally considered either German, or Austrian. But in fact it is produced in factories in Moscow, Vladimir and Zaraysk. Company executives while willingly give interviews to various business publications, enthusiastically telling about the local origin and how they develop and upgrade the production of the factory.
Shoe network Tervolina also does not hide the place of production: they sew shoes in Togliatti factory "Leader". And the name Tervolina they are not specially invented, it remains from the time when his footwear company not sewed, and imported it from the Czech Republic and Hungary.
Camelot , brand ultramodern youth footwear and clothing, also ours. History of the company «Camelot» began in 1996 with the opening of a small shop, where they were presented a collection «Grinders», «Dr.Martens», «Shellys» and others. But not everyone can afford these shoes because of high prices. Since 1999, there was almost the same shoes, but not made in the UK and the US, as in Poland and China under control of the Russian company. And therefore accessible to young people.
Chain stores "Sportmaster" has a whole line of a wide variety of brands clothes and shoes sport- and casual-style. For the most part, the products under these brands sold in the stores themselves, but for O'STIN are always open individual stores.
Other brands "Sportmaster»: Demix, Outventure, Joss, Exxtasy, Termit, as well as sports equipment Torneo.
Russian brands are also Baon, Savage, Incity, Egle, Corso Como, Paolo Conte, Weatland, Tom Klaim and hundreds of others.
Food and household goods h3>
Ketchup and sauces Mr.Ricco produced in Tatarstan Kazan Oil Factory. The communication, however, are always trying to create an Italian atmosphere.
Macaroni Grand di Pasta - brand McPhee. On the front side of the package is impossible to find a single Russian words to create the buyers the impression that they are buying Italian pasta.
China shops nemetskozvuchaschimi names have almost every major hypermarket, but only in Russia.
are also Russian dishes Rondell, cigarettes Kiss, stationery Erich Krause and windows Proplex.
