Apparel and Footwear Specialist Retailers in Estonia

PROSPECTS

One of the greatest beneficiaries of growing consumer purchasing power

Apparel and footwear specialist retailers is experiencing a good time in Estonia in 2019 following healthy results during the review period. Constantly growing consumer purchasing power translates into a growing demand for apparel and footwear making the category one of the largest beneficiaries of increasing welfare.

Fast fashion brands remain the most popular

Various international fast fashion brands remain the major powerholders in apparel and footwear in 2019. Cheaper fast fashion brands such as H&M and Zara operate together with more expensive ones, such as Calvin Klein or Tommy Hilfiger.

Future perspectives via multi-channel approach

Although apparel and footwear specialist retailers demonstrated quite good results in 2019, the future perspectives of the channel should be related to the symbiosis between bricks and mortar and online channels. Online sales are reported to demonstrate very strong growth with turnover of purchases made from Estonia outperforming purchases from abroad.

COMPETITIVE LANDSCAPE

H&M leads in fast fashion

H&M remains the leader in apparel and footwear specialists in Estonia in 2019. The company enjoys strong brand reputation and sells apparel and footwear through 14 stores across the country.

LPP Estonia brands shows good results

LPP is another fast fashion company in Estonia which posted good results in 2018 and continued the trend in 2019. LPP offers fast fashion brands such as Reserved, Cropp, Sinsay and House to consumers.

Põldma Kaubanduse AS benefits from known brands

Although H&M and LPP are strong in regular fast fashion, Põldma Kaubanduse is the retailer which has plenty of globally known upper medium price segment brands. With consumer purchasing power growing, demand for products perceived as higher quality, and consequently higher unit price, is growing, and brands such as Tommy Hilfiger, Calvin Klein, Mustang or Tom Tailor positively impact results of the company.

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