Features of external challenges to Russian trading companies in modern conditions of interaction with European marketplaces

The modern socio-economic environment surrounding organizations engaged in trade, including branded clothing, is characterized to a certain extent by new, unexplored factors, which creates conditions of high uncertainty when making decisions on the further development of this business. These factors form certain groups of external challenges for Russian trade organizations, which, in turn, are in a state of search for effective tools for strategic development in the current conditions. The purpose of the study is to identify the key factors that create external challenges for trade organizations interacting with consumers through marketplaces. Research methods include comparative analysis of sources, statistical analysis of the state of the trade industry (branded clothing trade sector), PEST analysis of the external environment to find the most significant factors that form external challenges for the industry in question, as well as SNW and SWOT analysis. The result of the study is a list of key factors that form external challenges for trade organizations that interact with consumers through marketplaces and their strategic reactions to them. The authors come to the conclusion that modern trading organizations that trade through marketplaces should take into account, when planning their further development, the state and trend of certain key factors that can have both negative and positive effects.