Russia's footwear and apparel market is recovering, with sales of men's clothing doubling!

Recently, experts from the Mindbox platform analyzed the consumption of footwear and clothing products by Russian consumers during the epidemic. The results show that Russian consumers' demand for clothing and footwear is growing in 2021.

According to data from Mindbox , female consumers spend about five times more on clothes than men . However, it should be noted that men spent almost twice as much on clothing products in 2021 as they did in 2020. Men also increased their purchases of footwear in 2021 , with total spending up about 30%.

As online shopping has grown in popularity during the pandemic , men have started buying more clothes and shoes on e-commerce platforms , according to Mindbox analysts . In addition, the number of marketing campaigns targeting male audiences has also increased over the past year.

Fashion shopping platform Lamoda reported that in October 2021 , the number of orders from male users on its platform increased by 22% year-on-year , and the average spending amount per order also increased by nearly one-third.    

Analysts at footwear retailer Mindbox said that there are also differences in shopping times between male and female consumers. In the affordable footwear and apparel market , most women's purchases occur during the day , while men's purchases of footwear and apparel products are mostly after 8 pm.

In addition, as part of the study, analysts compared the average order value in 2020 and 2021. The results show that although the total sales volume of the footwear and clothing market has increased, the average amount of each order is decreasing. This result also shows that Russian consumers are starting to buy high-quality shoes and clothing more frequently, but the average amount of each purchase is smaller.

According to relevant experts, due to the COVID-19 pandemic and the closure of borders in some countries , consumers in the high-end market for shoes and apparel have begun to make more purchases in Russian offline stores and e-commerce platforms, and the number of sales through online channels has also increased.

In addition, delayed demand also played an important role in the recovery of the Russian footwear and apparel market in 2021. In 2020, affected by the uncertainty of the epidemic , many Russians began to work from home, and people's purchases of footwear and apparel products decreased, which to a large extent promoted the increase in sales of footwear and apparel products this year.

Russia

Market Dynamics

Shoes and Clothing Market