The main trends in the development of own brands and assortment matrix under their aegis amidst socio-economic transformations in Russia

The article identifies the key trends in the development of private brands and product range. Their actualization together with a number of other anti-crisis measures allowed the vast majority of retail chains to successfully mobilize resources in an extremely short time, combine efforts in tandem with strategic business partners and cope with a series of unprecedented shocks of the initial period of the paradigm shift of Russia's economic development.The authors pay attention to the characteristics of the mistakes most often made when choosing and implementing branded, as well as assortment solutions at the strategic, tactical and operational levels, and identify a number of threats caused by this factor.The results of the study may have both theoretical value and practical significance for experts specializing in the analysis of the consumer market and the retail sector, in particular, for representatives of the trading companies' management, for manufacturers (suppliers) of goods and services, as well as other participants of the value chain of the product mix for retail and other stakeholders.

retail, brand, own brand, competitiveness, competitive advantage, retail product mix, retail chains' brand and assortment strategies