Apparel and Footwear Specialist Retailers in Belarus

PROSPECTS

The improving economic landscape product assortments and convenient locations all drive growth for apparel and footwear specialist retailers

In 2019, apparel and footwear specialist retailers continued to record strong high double-digit growth thanks to a stable economic performance and growth in disposable incomes. As local consumers continue paying greater attention to convenience, the development of shopping centres is gathering a large number of apparel and footwear specialist retailers in one place, which is improving the shopping experience for consumers and is stimulating value sales growth.

The trend of seasonality, fast-fashion and style over quality is driving sales, particularly from younger consumers of Belarus

In 2019, style, trend and fashion, rather than price and quality, was increasingly becoming the focus of consumers’ choices. Consumers, especially younger consumers, are willing to purchase inexpensive but trendy apparel and footwear for the summer season, while winter season clothes and shoes tend to be of better quality, to last through the colder months.

New players positively impact the landscape, driving both growth and sales for apparel and footwear specialist retailers

Over the review period, the entrance of a large number of new players positively affected apparel and footwear specialist retailers’ value growth. In 2017, Inditex with its six brands, Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius and Oysho came to Dana Mall in Minsk City.

COMPETITIVE LANDSCAPE

Competition is fierce on the landscape, as foreign players continue to enter the landscape, growing popular with consumers

Competition in the apparel and footwear specialist retailers channel was significantly affected by the entry of Inditex over the review period, as well as other popular foreign brands. Foreign players have, therefore strengthen their positions in the landscape, by offering well-known brands.

Local retailers compete against global giants through discounts and promotions, with Svitanak offering particularly creative campaigns to cut through the competition

During the review period, it became more challenging to attract and retain consumers as a wide variety of offers and promotions encourage Belarusians to switch from brand to brand. Thus, retailers are using different tools to create associations.

Small cities welcome the expansion of apparel and footwear specialists, which allow them to shop for these items locally, without having to travel far

Unsaturated regions welcome local apparel and footwear specialists in 2019, as they continued to extend their chain into small cites – those cities with a population of less than 10,000 citizens. Consumers in these regions, usually need to travel to larges cities or the capital to buy apparel and footwear items they require, which makes stores in their locations appreciated, with strong sales.

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