Small independent apparel and footwear retailing outlets are traditionally very popular in Serbia. However, during the review period, this quickly changed in favour of large international and domestic chains.
The number of outlets and, as a consequence, selling space of Serbian apparel and footwear specialist retailers grew visibly in 2018. This was linked to the increasing number of outlets by several chains that usually have larger outlets, such as Metro Obuca and LC Waikiki.
It is worth noting that internet retailing in general and specifically when it comes to apparel and footwear sales, is becoming increasingly popular among Serbian consumers. This is more important with apparel than footwear because most consumers still want to try on shoes prior to purchase, although this does not appear to be as important with some types of apparel.
In 2018, Turkish international chain LC Waikiki took over the leading position in a highly fragmented landscape within Serbian apparel and footwear specialist retailers. The chain arrived in the country in 2015, when it opened two outlets, growing to 22 in 2018.
Apparel and footwear specialist retailers is extremely fragmented. Nevertheless, this has been slowly changing throughout the review period and the trend continued in 2018, where the share of others lost strong value share and marginal share in terms of selling space.
Contrary to value sales and selling space, the outlet share of others within Serbian apparel and footwear specialist retailers remained stable in 2018, with small players continuing to open new stores.
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This industry report originates from Passport, our Retailing market research database.