Model of obtaining key competitive advantages the companies of the fur and fur industry in the Russian market

The market of products from natural fur and skin takes a special place in the Russian market of clothes, first of all it is connected with that fact that this production is one of the most expensive of all type of goods of light industry, and also in connection with severe climatic conditions of the Russian Federation demand for products from natural fur and skin is high during an autumn and winter season. In article an attempt to analyse competitive strategy of players of the market pushno – the fur industry is made. Conclusions became results of research that for the companies of the fur and fur industry a key role play: 1) The known brand which causes positive associations in the client and installs confidence in the quality, offered production; 2) The wide model range offered on a choice of the client; 3) The qualified personnel which not only adjusts the consumer on purchase, but also can answer all questions concerning quality of production, the cut, actual trends, ruled socks, cleanings, storages, etc.; 4) Planning and registration of trade space (window dressing and effective zoning of space of shop).