The athleisure trend continued to make its mark in 2020, as Russian consumers increasingly opted for sports footwear and would wear these products for more occasions than in the past. Consumers continued to switch from classical footwear to sports footwear in 2020.
Children’s footwear performed better than men’s footwear and women’s footwear in 2020. This is primarily due to the fact that children are still growing, and so require their footwear to be replaced more frequently than adults do.
On 1 July 2020 the Russian authorities implemented new labelling requirements in footwear as a measure to combat the illegal production, importing and selling of footwear. The new measures require mandatory labelling and marking of shoes using QR codes and Data Matrix Tags in Russia, which introduced added difficulties into the manufacturing process for some players in 2020.
Footwear will be slow to recover from the negative economic impact of the COVID-19 pandemic. Overall, footwear is not projected to exceed its 2019 retail current value sales until 2024, as consumers will continue to cut spending as they feel the effects of the COVID-19 pandemic.
Although the category has been stagnant for some time, players in footwear could revive some sales by developing new retail concepts using the greater presence of online activities that the COVID-19 pandemic has created. Following the COVID-19 pandemic, digital communication strategies and e-commerce sales are expected to be more central to players’ plans going forward.
There is a growing trend towards wearing sports footwear in Russia thanks to the athleisure trend, which has been accelerated by the COVID-19 pandemic. Many players will, therefore, continue to increase the share of sports footwear in their assortment, for example CCC Group.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Russia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Footwear research and analysis database.
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