Ukrainians, especially women, are traditionally very attentive to their appearance and like looking smart and trendy for all occasions. This requires frequent replacements of apparel and footwear as well as the purchasing of wide assortments of different styles, textures and colours.
While designer apparel dominates in terms of value sales overall, designer footwear saw more dynamic growth at the end of the review period. Designer footwear attracts consumers with the offer of high quality and durable products while luxury brands have also looked to tempt customers with discounts.
As the economic situation is not the most favourable for designer apparel and footwear in Ukraine, consumers have started paying more attention to products sold at discount prices or cheaper items (eg synthetic vs natural materials) within the ranges offered by luxury brands. The category has noted a consumer shift towards affordable luxury which allows for purchases of designer apparel and footwear but with a lower burden on a consumer’s budgets.
At the end of the review period, designer apparel and footwear (ready-to-wear) was a highly fragmented category in Ukraine with many brands on offer. The lead belonged to famous international brands such as Chanel, Armani and Louis Vuitton, which are well-known by all Ukrainian women.
The strong brand image of these multinational players is also usually enhanced through regular advertisements. Some companies such as Chanel TOV carry out large-scale television advertisements for their super premium beauty products and such umbrella brand coverage is beneficial for designer apparel and footwear too.
Whilst non-grocery specialist retailers play the prominent role in the distribution of designer apparel and footwear (ready-to-wear) in Ukraine, towards the end of the review period there was notable growth seen by internet retailing. The channel is favoured by busy consumers even though its potential is far from realising its full potential due to the perceived high risk of buying counterfeit products, which remains a significant problem in Ukraine.
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Discover the latest market trends and uncover sources of future market growth for the Designer Apparel and Footwear (Ready-to-Wear) industry in Ukraine with research from Euromonitor's team of in-country analysts.
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