Friday, 13 May 2016

Dressed to kill?

Not many weapons have the status of a brand, but Kalashnikov is surely one that does.

The heat has been on for the last few months for the Russian arms producer, as Western sanctions will limit sales in Europe and the US. These markets had historically accounted for 70% of hunting and sporting weapons sales.

In a branding move worthy of the best capitalist brands, Kalashnikov plan a diversification into - wait for it - fashion. Apparently, 60 stores will open in Russia by the end of the year.

Mind-boggling as it may sound, it's actually a worryingly good idea. Look at the success Caterpillar had diversifying from diggers to boots and apparel.

Oh, those Russians!

2 comments:

Barbara Fisher said...


Hi Sue, it sounds too outlandish to be true, but I have a feeling Kalashnikov as a fashion brand will be a big hit (no put intended). It will be interesting to see how it develops, but it can only be a matter of time before Kalashnikov is in a high street near you … or me! :)

Sue Imgrund said...

Well, Barbara, stranger things have happened - take a look at Lego slippers, for example:
http://www.huffingtonpost.co.uk/2015/11/17/lego-slippers-developed-in-an-effort-to-end-parents-misery-worldwide_n_8580324.html