This article discusses current issues of modern use of the benchmarking system on the example of the clothing companies. Benchmarking is able to dramatically affect the economic and marketing activities of enterprises, as well as foster a constructive dialogue between business structures. Research results revealed the garment industry in the Rostov region, related to the type Brand Non-Recognition and Brand Recognition.

Keywords: benchmarking, comparative analysis, marketing environment, competitiveness, market conditions, the image.