Apparel and footwear specialist retailers was hard hit by the COVID-19 pandemic in 2020, with lockdowns and store closures resulting in many players experiencing massive losses. With the rollout of Russia’s vaccination programme and the easing of restrictions the channel witnessed a significant recovery during first half of 2021, with many retailers seeing growth that was 25-100% higher in comparison to the first half of 2020.
The COVID-19 pandemic has had a heavy impact on the disposable incomes of many Russian consumers. Many consumers were price-sensitive even before the outbreak of COVID-19, with the economic downturn pushing consumers to opt for mid-price and economy products, or to wait until products are discounted.
There was already a strong trend of Russian consumers switching to e-commerce for purchases of apparel and footwear prior to the COVID-19 pandemic. Looking for reasonable prices, wider assortments and better offers, consumers increasingly opted for local and international online stores.
Despite the sharp growth of online platforms that sell apparel and footwear either exclusively, like mono-brand stores, or in combination with other items, like e-commerce marketplaces, the future of apparel and footwear specialist retailers likely lies in the hybrid sales model. This business model will take into account the changing needs and preferences of “post-pandemic” consumers in Russia and will provide them with the most comfortable and convenient options for searching for, buying, and picking-up purchases, or having them delivered.
The main obstacle to a full recovery for apparel and footwear specialist retailers to pre-pandemic sales levels is the prevailing uncertainty around whether there will be further waves of COVID-19. Another significant outbreak could further threaten the nation’s health and economy.
The developing COVID-19 situation in Russia significantly impacted consumer behaviour with regard to apparel and footwear, with some of these trends likely to stick around at least in the short term. For example, consumers will likely look for apparel and footwear that is suitable for more flexible work arrangements, with consumers likely to continue sharing their working hours between the home and the office.
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Understand the latest market trends and future growth opportunities for the Apparel and Footwear Specialists industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Apparel and footwear specialists are chained or independent retail outlets with a primary focus on selling one or more of the following categories: clothing, footwear, and/or fashion accessories (costume jewellery, sunglasses, belts, hats, gloves, handbags, scarves, etc.). Apparel specialists include specialty apparel like wedding dress shops. Example brands include Primark, TJ Maxx, and Zara. Sportswear retailers, such as Adidas and Nike, are excluded from this channel and are included in Sports Goods Stores; this is due to the companies considering themselves sports companies as opposed to apparel companies.See All of Our Definitions
This report originates from Passport, our Apparel and Footwear Specialists research and analysis database.
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