CHAPTER 2. Textile industry overview
2. Overview of the chapter The following chapter is devoted to a comprehensive analysis of a textile industry, limited to the fabric manufacturers, as an apparel industry’s component. The analysis is focused mainly on the high-end segment of the textile industry. The data utilized in the analysis has been collected through the primary and secondary sources of information. Primary sources include the direct conversations and interviews with the industry representatives. The chapter highlights what differentiates the brands performing within the segment, covering the targeted customer audience, generalized value proposition of the segment, the average retail and promotion channels. The key features and characteristics such as craftsmanship, strong branding, premium pricing, superior quality, timelessness, etc. are covered. Macro- and micro- external factors that influence industry’s development are analyzed and described in detail. The chapter also covers some of the challenges posed by the COVID-19 pandemic that have affected the regular activities of the players within an industry posing a link to a further research perspective to track brands’ actions and decision patterns in order to successfully overcome the disruptive consequences posed by the crisis. 
В данном отчете рассматривается текстильная отрасль, в частности, ее сегмент высокого ценового сегмента. Анализируются ключевые характеристики и особенности брендов, работающих в этом сегменте, а также факторы, влияющие на его развитие. Особое внимание уделяется вызовам, связанным с пандемией COVID-19, которые повлияли на деятельность игроков в отрасли.