The chapter is devoted to the changes occurring in the business models of companies creating luxury clothing. The paper identifies the factors influencing the development of companies in the luxury clothing industry in the world and in Russia. The paper defines common and different features of business models and their transformations among global luxury clothing brands and Russian organizations seeking to be represented in this market. Particular attention is paid to the analysis of supply chains, their economic role in the development of modern business engaged in the production of luxury clothing, and the formation of an optimal logistics model that considers various factors influencing it. The paper studies change in the marketing strategies of luxury clothing manufacturers and examines the directions of their transformation in modern conditions and the impact of these strategies on the business models of companies. For the analysis of the supply chain factors in the model, we have applied the DEA method.