Kalashnikov gunning for Russian fashion market

With sanctions pressing Russia’s largest arms manufacturer to diversify, the fashion world will soon get its military quotient of inspiration. Kalashnikov, synonymous with the modern rifle, announced plans to gun for the world of fashion in Russia, moving from the design of weapons to creating its own branded fashion line.

The legendary rifle producer will release a new line of clothes and accessories by the end of 2016.

“I do not understand how is it possible for us not to produce our own branded line of clothes and accessories,” said Vladimir Dmitriev, marketing director of the Kalashnikov Concern, in an interview with the daily newspaper Izvestiya.

Source: Press photo

A spokesperson for the company later confirmed to RIR that the arms manufacturer is currently working on the new designs. She named October, 2016 as a preliminary release date and allowed for the possibility of a presentation of the range shortly before this.

“Such giants as Caterpillar and Ferrari make 10 percent of their profit by merely producing their own branded clothes,” said Dmitriev. Kalashnikov believes its clothes and accessories will be in high demand among civilian customers.

Entering the civilian market with fashion products may be a move to adopt the company’s marketing strategy to economic sanctions imposed by the West. The U.S. and the E.U. have included the Kalashnikov Concern on their list of sanctioned companies, along with other major Russian arms manufacturers.

Source: Press photo

As a result, Kalashnikov has had to reorient towards the domestic market as sales in Western markets have shrunk, said Dmitriev. Targeting civilian customers with new products is only natural in the present circumstances.

The Kalashnikov Concern is Russia’s largest automatic and sniper rifles producer, accounting for 95 percent of small arms production in Russia. Among its civilian products are hunting and sporting rifles. The company’s products are available in more than 27 countries, the company’s website states.

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