Apparel and Footwear Specialist Retailers in Serbia

PROSPECTS

Growth is driven by the improved economic landscape, with consumers investing in non-essential apparel and footwear

In 2019, the improving economic indicators had a direct impact on apparel and footwear specialist retailers in Serbia, boosting value growth and sales. As many of the products go beyond essential daily wear and offer fashion trends, sports goods and what can be seen as non-essential items, they do not tend experience high levels for growth when the economy is slowing down.

The rising popularity of international and domestic chains shapes the landscape of apparel and footwear specialist retailers

Apparel and footwear specialist retailers in Serbia are increasingly modernising. One of the best indicators of this is the growing size of these outlets, as unit price square metre per outlets grew throughout the review period and into 2019.

E-commerce becomes more significant, as players adapt to create omnichannel strategies, including instore and online sales

In 2019, there was a significant increase in the number of apparel and footwear specialist retailers which offered the option to purchase their goods online. Some retailers even offered e-commerce only deals, where discounts on ranges were only applied when purchased through the e-commerce platform.

COMPETITIVE LANDSCAPE

The share of others continues to drop as international players gain ground

The competitive landscape for apparel and footwear specialist retailers is extremely fragmented. Nevertheless, this has been slowly changing throughout the review period, and the trend continued in 2019, where the share of others lost strong value share and marginal share in terms of selling space.

LC Waikiki Retail RS retains its leadership position, continuing its expansion strategy while offering discounts and promotions to consumers

In 2019, Turkish international chain LC Waikiki retained its lead, after taking the lead from H&M Hennes & Mauritz AB in 2018. LC Waikiki arrived in the country in 2015, when it opened two outlets, growing to 22 outlets in 2018, and continuing its expansion strategy throughout 2019.

H&M Hennes & Mauritz AB launches several campaigns during 2019, that offer ranges of specially designed clothes

Second placed player, H&M Hennes & Mauritz AB, launched several campaigns during 2019, to improve the performance of its international chain stores H&M. The store partnered with pop singer Ariana Grande, to offer a collection of clothes designed by the singer, in a bid to attract younger consumers and a teenage audience to the brand.

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