Digitalisation has been a trend for fashion companies in Eastern Europe for the past few years, but the COVID-19 pandemic has forced further developments in the trend. E-commerce has been the primary way for consumers to buy clothing and footwear during the pandemic, and companies in the region have been responding to a surge in interest in e-commerce. For example, MTI TOV, a Ukrainian retailer, actively expanded its online brand portfolio in 2020 and extended access to its Intertop online platform, creating an online marketplace for dozens of partners. One of the biggest online retailers in Romania, Answear, significantly increased their online brand portfolio and they also started a new campaign called “spring Black Friday” in order to encourage online sales.
Fashion Friday: Accelerating the Digitalisation of Fashion Brands in Eastern Europe
5/28/2021
Share:
Interested in more insights?
Subscribe to our content
Latest Insights
Unlocking the Gen Z Code to Revolutionise Jewellery Sales.
01 February 2024Shop Our Reports
World Market for Apparel and Footwear
Apparel and footwear was among the industries worst hit by the COVID-19 pandemic, and as the ongoing conflict in Ukraine further disrupts the world’s economy,…
View ReportA New Appreciation for Cold Wash
Automatic laundry can only expand if efficient cold wash is achieved. All laundry stakeholders need to be in sync with one another in order to create effective…
View ReportFuture of Consumption: Unlocking Gen Z Behaviour for Crafting Powerful Strategies
Generation Z, comprising one-fifth of the global population, is poised to wield significant consumer influence. However, their polarized behaviours toward…
View Report