Designer Apparel and Footwear (Ready-To-Wear) in Russia

2021 DEVELOPMENTS

Retail volume growth fails to rebound to pre-COVID-19 levels despite improvement with economic pressures remaining a threat

All apparel and footwear stores were closed from 30 March to 1 June 2020, in accordance with government orders to stop the spread of COVID-19. As a result, designer apparel and footwear (ready-to-wear) saw a decline in retail volume sales in 2020, after healthy growth the previous year.

Trend two

Aside from the direct impact of COVID-19 on volume sales of designer apparel and footwear (ready-to-wear), the pandemic has also had an influence on what consumers are wearing and where they are shopping for it. With consumers unable or unwilling to visit apparel and footwear specialist retailers or other store-based retailers due to Russia’s COVID-19 measures, there was a significant shift online.

Christian Dior the top performer while Mercury holds onto the lead

Mercury Group maintained its strong lead in designer apparel and footwear (ready-to-wear) in 2020, thanks to its portfolio of popular and well-known designer brands which it distributes in Russia. Brands include leading luxury names, such as Dolce & Gabbana, Gucci, Burberry, Armani Jeans, Bottega Veneta, Giorgio Armani, Ralph Lauren, and more.

PROSPECTS AND OPPORTUNITIES

A cautiously optimistic outlook for designer apparel and footwear (ready-to-wear)

Providing there is not a re-escalation of the COVID-19 crisis, it is expected that retail volume sales of designer apparel and footwear (ready-to-wear) will see steady growth over the forecast period, albeit at slower rates than were seen in 2019. The return of inbound and outbound travel will likely influence category sales in a number of ways.

Players expected to focus on their digital strategies in response to the new tech-savvy generation of consumers

Players are set to continue focusing on developing their digital strategies over the forecast period, including enhancing their search engine optimisation for their online stores, improving delivery services and simplifying merchandise returns. This focus on e-commerce has been fuelled by the threat from COVID-19, but it is likely to remain at the core of the strategies of most players.

Well-established brands expected to hold an advantage over the forecast period

With prevailing uncertainty with regard to the economy and the ongoing impact of COVID-19, it is expected that the larger and more well-established brands will be better insulated against any drop off in demand. Brands such as Gucci, Calvin Klein, Christian Dior and Prada weathered the COVID-19 storm during 2020, relying on a solid base of loyal customers and a wide reaching distribution network.