Video: Fashion In Quarantine: Russian Retailers On How Demand Has Changed During The Pandemic
When in April the whole country (but what is really there - the whole world) was put into total quarantine, the representatives of fashion retail were understandably worried about their future. What will happen when the stores are closed? How to retain staff? Will you buy anything other than sweatpants and pajamas? Does anyone really need a fashion behind closed doors? How to transfer the conservative part of clients online? These and hundreds of other disturbing thoughts visited absolutely everyone then. True, the longer the lockdown lasted, the fewer rhetorical questions remained. There is clarity about how shoppers behave in the new post-image reality - and what to do next. To put an end to all speculation and speculation, we decided to personally speak with representatives of key fashion retailers in Moscow and ask them about how demand has changed since the pandemic.
What, in fact, did people buy and continue to buy after covid? Has the demand for indoor and sportswear really skyrocketed? “During the quarantine period, customers often preferred clothing for home and leisure, such as the comfortable Loro Piana suits. The most popular items were Dolce & Gabbana sneakers, Saint Laurent bags, in the men's category - Stone Island sweatshirts, Brunello Cucinelli jerseys, Loro Piana loafers and Balenciaga Track sneakers. In the top of our clients in the women's quarantine category, there were invariably the brands Valentino, Dolce & Gabbana, Saint Laurent, Burberry, Balenciaga, in the men's category - the brands Valentino, Dolce & Gabbana, Loro Piana, Stone Island ", - answered our questions in the press service of TSUM … Irina Krylova, director of Tsvetnoy's retail department, noted:“We have never specialized in formal or classic clothing. Surely, with the transfer to remote work, purchases of this assortment decreased, and our retail colleagues are observing these changes. The Tsvetnoy concept has always been based on the creation of unique products and collections, the search for and attraction of new brands. For example, now we have launched a new unique product for sale - winter Crocs. The joint collaboration model Tsvetnoy & Crocs came out in three colors and is available for sale only with us. As before, this release is in high demand. " And according to the data provided to us by the concept store and the marketplace platform Aizel, T-shirts, sneakers and trousers became a hit during and after the quarantine for them - but for underwear and home clothes, there is, oddly enough, not It was.
Having such a difficult, but still invaluable experience, it is much easier to make any further predictions. True, the covid that suddenly fell on all of us taught us to be more careful in this sense - who knows what else strange and unexpected can happen at the end of the year. Therefore, the talk about the future in Russian retail is extremely cautious. Everyone states a logical increase in demand for outerwear (winter is coming, as they say) and are afraid to make long-term plans. “It is difficult to say what will be worn in the future, but if we compare year to year, our clients are already starting to buy warm clothes in connection with the approach of winter,” Yaroslava Kurbatova, PR-manager of Aizel, shared with us. In Tsvetnoy they added: “Now, as before in the autumn-winter season, all outerwear is in high demand, and those brands are also successfully sold.who were able to bring new collections in sufficient volume at the beginning of the season. We also have an increased demand for exclusive brands or limited product lines. We predict that demand for this category will remain unchanged among our clients, despite the covid.” TSUM also notes an increase in demand for everything bright, fashionable and exclusive: “Now the pattern of purchasing behavior has changed, customers are investing in the season's landmark novelties. People have a demand for fashionable clothes, for example, we see a noticeable increase in interest in the collections of the brands Off-White, Loewe and Vetements. " As for the future plans, they also remain very bright for the department store: “We continue to expand our purchase, and we are also carefully selecting new brands in the TSUM portfolio”. So that's allwho worried about the future of fashion retail in Russia can breathe out. Fashion has lived, fashion lives and fashion will live. Just in slightly modified forms.
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