The economy continued to stabilise in 2018 and consumer confidence recovered further after the crisis of 2014 and 2015. Apparel and footwear purchases were more frequent, which was reflected in volume sales dynamics.
Further international apparel and footwear brands entered in 2018, following the numerous brands – including Superdry, Boss and von Laack – that entered the previous year. The most noteworthy arrival of 2018 was that of H&M.
At the end of the review period the category remained fragmented due to the strong presence of Chinese manufacturers. Their unbranded products, including multiple brand imitations (eg, Balenciaga jeans sold at bazaars), were imported in large quantities and found nationwide, particularly at outdoor markets.
Internet retailing became a successful retailing format in recent years; the channel benefited from the developing culture of online purchasing overall apart from other factors. It attracted consumers for reasons of convenience, the wide range of apparel and footwear products available in one place and access to products unavailable locally.
Over the forecast period, apparel and footwear has good potential for growth in Ukraine. Consumers are keen to have a wide assortment of apparel and footwear products in different colours and styles, and for different seasons of the year, with much attention paid to individual appearance and trendiness.
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Discover the latest market trends and uncover sources of future market growth for the Apparel and Footwear industry in Ukraine with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Clothing and Footwear market research database.