In slow development of the sustainable process in

order to support and prove the research materials above, the survey was conducted.

Survey consisted of 10 questions about consumer preferences and general awareness
on the sustainable issues. Furthermore, the questionnaire was given only to Russian
language speaking citizens from former soviet states, as the main interest of
the answers was supposed to give a brief representation and support on the
mentioned statement of “soviet” soviet mentality and lag of the development. Major
results of the survey showed that

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Forecast on future


     One of the major problems connected with comparatively
slow development of the sustainable process in fashion is former USSR
countries, apart from being affected by political and historical consequences,
is connected with lack of governmental and consumer awareness on ethical
issues. This leads to the non-existing need for sustainable products and
ethical operations within the industry. Most of the designers in Russia and
Ukraine, for instance, today facing problems such as lack of the governmental
support on the stage of production processes, what is more, difficulties in
sourcing organic materials or simple public understanding and support. Analysing
blogs and articles of existing green fashion influencers in Russia and Belarus,
can be seen that the current and the most important problem is the lack of public
awareness, therefore their main goal is to raise it comes on the first sight of
every existing and emerging sustainable business.


to EUROSTAT Statistical data book (2016), Eastern European Belarus, Ukraine and
Russia tend to spend 9 per cent of their household expenses on clothes,
footwear and accessories, on the other hand, Western Europe tends to spend around
5 per cent of its household in the same products. That is also an important
reason why Russia should not be excluded from the list of the countries with
high consumption levels, which influence the amounts of production and
therefore affecting the environment.  


Second-hand market position

     According to Ethical Fashion Forum data (2016), since 2008 Russia
facing a fall in exchange rates, which is influencing the way of consumer behaviour.

If compare the consumption data from few years ago, can be seen that fashion
was more accessible. Due to these factors, it can be seen an increasing development
of the variety of sartorial platforms and other different forms of demand, for
example, renting or sharing services for clothes, footwear and accessories, or second-hand
markets online. Journalist Fann Simm (Prospect Magazine) claimed that there is
a lack of the demand for recycling and reusing clothes, footwear and accessories.

What is more, foe someone it even might look like an insult, due to some facts
connected with previous history for second-hand market in soviet and
post-soviet times.


of emerging and development of second hand market in Post-soviet countries


Analysing sources dedicated to the
development of second-hand market in Former soviet counties was figured out
that it started to obtain the second-hand market phenomenon, that exists in other
counties worldwide for a century, appeared only in the 90s, and not at its best
quality. Many people still recoil from the signs of “Second-hand”
remembering “humanitarian aid” of soviet times – was piled in a heap
of dirty crumpled clothes, a terrible smell and a crowd of people looked like homeless
digging there. In recent years, second-hand came to us already in the civilized
form – neat little shops where it is possible for a penny to buy branded and
quality clothes. In the meanwhile,
unfortunately, second-hand is often regarded as an alternative for low-income
citizens, which items from expensive boutiques just can’t afford it. The seller
everything wrapped in paper and put it in a beautiful package. It is considered
that these shops are designed for citizens with comparatively low financial
income. Xenia Cherny-Scanlon stated
that: “In Europe, it’s considered really appropriate to donate or to give your
old children’s clothes away. Some people even sell them second-hand. It’s
commonplace. When my friends gave birth, I would give away a lot of things that
I would not be using anymore. In Russia, it’s almost considered an insult if
you give something that is not brand-new. It’s like ‘Oh, you’re giving me your
cast-offs, and it’s not seen as caring. It’s seen as not really making an
effort.” From this statement, it can be clearly seen that even the giving away
of clothes from people who know each other, in major of post-soviet countries
considering inappropriate.


Non-profitable organizations


Looking at another example, which is a
non-profit charity organization and public attitude towards it today should be
mentioned the following.  According to
Russia Beyond online source, Valery Koverchik entrepreneur and the owner of the
first charity shop in Yekaterinburg claims that: “The word ‘charity’ or ‘second-hand’ scares away
many Russians. When people hear it, they think: ‘Now they are going to ask for
something,'”. This particular answers and opinions of the public shows the
exact “soviet” mentality. Polina Filippova, the director of the Russian branch of the
UK-based Charities Aid Foundation claimed that, “The problem is that the
attitude to the idea of charity in Russian society leaves a lot to be desired.

For the majority of Russians, charity means giving alms to a beggar in the
subway while they are suspicious of organizations working in this sphere. And
non-profit organizations are under tough government control,”.