Analysis Of Russian Clothing Market: Fast Fashion Trend

Full channel retail stabilization

Most international brands are in a stable state.

Apparel retailers continue to develop full channel business models and establish online stores.

Big international

H&M, Zara and Mango slightly raise commodity prices or sell goods under unprofitable conditions, so that they can continue to expand their business in the Russian market when competition is slowing down.

According to the latest survey by Russian business consulting company (RBC), 469 of the survey

197 of the retailers have established their own online stores (42%), and 159 of the 292 shoe entities have set up a network platform (54%), while offline retailers are using the services of online market participants.

For example, eTraction and KupiVIP E- ommerce Services provide online shop development and maintenance services, including order processing and delivery services.

In the first half of 2016, a series of big brands set up their own online stores: H&M, Uniqlo, Levi 's, Pull& Bear, etc.

Even the Prada luxury brands who refused online channels for a long time began selling their products through the Net-a-porter and Mytheresa.com stores in the European market.

Fashion plate

Russians are the people who care about dressing.

The search volume accounted for 60% of the total search volume in the fashion sector.

Russian users are interested in fashion search in most parts of Russia for 6 months in winter, increasing in autumn and winter.

Shoe plate

Footwear, as a necessity of people's daily life, is inseparable from people's ties.

In the spring and autumn season, users are most interested in footwear products.

According to the fashion analysis firm Fashion Consulting Group, brands that only raise sales prices do not maintain the quality and comfort of shoes, and some retailers decide to replace fashion shoes with lower cost and simpler styles.

Experts believe that this strategy will lead to the loss of loyal customers.

Despite the constraints, customers who are accustomed to buying high quality leather shoes do not want to buy low-quality goods. They will wait for the cheap sale of their favorite brands or find cheaper quality goods at bargain stores.

Fast fashion trend

In search of ways to maintain competitiveness, the shoe brand draws on the fashion industry's fast fashion strategy.

The Russian market is no exception, and the trend is becoming more urgent.

However, because of the longer production time and the more complicated production process, it is difficult to implement this method in shoe industry.

In addition, there is a need for designers in the factory and a flexible and smooth logistics system.

Luxury commodity sector

The high-end luxury product segment is Russia.

The most stable sector of the market.

According to the survey conducted by Fashion Consulting Group, 60% of the wealthy Russians admit that their lives are not affected by rouble changes.

In addition, more and more Chinese tourists are shopping in Russia. The price of luxury goods in Russia is much lower than that in mainland China due to the depreciation of rouble.

To meet the demand growth, many stores that sell luxury goods have already hired Chinese speaking salesmen.

Two, online market conditions

E-commerce continues to grow. According to AKIT, Russia's online sales will reach 85 billion rubles at the end of 2016, an increase of 15%; cross-border trade will reach 30 billion roubles, an increase of 37%.

In the first quarter of 2016, the number of goods sent from foreign stores reached 48 million, representing an increase of 182% over the same period last year.

Clothing, footwear, electronics and household appliances are still the largest product categories:

Overall, users are still right.

Online shopping is of interest, but in the first half of 2016, consumers were interested.

And footwear demand showed a gradual downward trend.

According to Data Insight analysis, the volume of orders for Russia's large online stores has increased by only 3%, and the number of orders for over half of the large online stores has declined compared with previous years.

According to Yandex search data, compared with the same period last year, Russian users are right.

Interest in online shopping decreased by 26% compared with the same period last year.

However, Russian users' interest in search for Chinese footwear products has increased by 19%:

Because the four seasons in Russia are obviously different, they need to buy more pairs of shoes.

Discount and special offer

Commodity prices have become the main buying trend in 2016.

At present, Russians buy goods more consciously, plan ahead ahead of time, find concessions and special offers.

Russian men are most frugal, according to the 2016 Russian men's clothing market survey conducted by Russian business consulting company.

When buying clothes, 71.9% of men first look at the price.