Russia's autumn and winter clothing demand surges, with consumers spending more than 20,000 rubles

As the cold wave arrives, the weather in Russia is getting colder and colder, and consumers' demand for warm clothes is also surging. Recently, analysts from the fashion group Lamoda and experts from UKassa jointly analyzed the impact of the early cold wave this autumn on online sales and the cost that consumers plan to spend on their autumn and winter wardrobes this year.

According to UKassa analysts, in September 2021, the number of consumers buying clothes and shoes online increased by 77% compared with the same period last year. At the same time, the turnover of online sales increased by 93%, and the average amount of each order reached 1,745 rubles. The number of buyers and the number of online stores increased by 66% and 13% respectively compared with the same period last year.

The early arrival of cold weather has boosted Russian consumers' demand for warm clothing this year. In September, the average daily temperature in Moscow and St. Petersburg was 2 to 2.2 degrees lower than normal . Compared with the same period last year, the demand for autumn and winter women's wardrobe items in September increased significantly.

According to Lamoda's sales data, women's jackets, sheepskin coats, and boots saw the largest sales growth, up 51%, 38%, and 32% respectively compared to the same period last year. At the beginning of autumn, male consumers are also actively updating their wardrobes. The most popular items during this period are men's jeans, jackets, down jackets, boots, and coats, up 38%, 37%, 35%, 35%, and 21% respectively.

This autumn, sales in the high-end segment of clothing and footwear have increased significantly. According to YuKassa, the number of products purchased by consumers in the price range of 500,000 to 80,000 rubles increased by 1.9 times year-on-year, the sales of products in the price range of 800,000 to 100,000 rubles increased by 3.1 times, and the sales of products in the price range of 100,000 to 500,000 rubles increased by 2.9 times.

At the same time, the report also predicts how much Russian consumers plan to spend on clothing this autumn and winter. It is expected that women will spend an average of 20,915 rubles on autumn and winter clothing this year , and men will spend about 21,990 rubles. This amount is mainly used to buy some autumn and winter necessities, such as warm jackets, jeans, sweaters, boots, hats and scarves.

Lamoda and UKassa also revealed Russians' color preferences for clothing and footwear. Black, brown, blue, beige and gray are the most popular colors for clothes and footwear this season.  

Russian Market

Clothing products