Results of our studies

RUSSIAN APPAREL MARKET AFTER THE WITHDRAWAL OF WESTERN BRANDS
Price, quality and natural materials are top three things Russians have in mind when choosing clothes. Withdrawal of popular foreign brands made people go over their consumer strategies.

MOSCOW, 8 September 2022. Russian Public Opinion Research Centre (VCIOM) presents the findings of a survey on clothing selection criteria and consumer strategies among Russians under new circumstances.

Price, quality, and natural materials

As the foreign brands withdraw from the Russian market, the factors that shape the choices of the Russian consumers become more important than before*. When choosing clothes Russians pay attention to affordable price (6.30 scores out of 7), quality (6.06) and natural materials (5.49). Domestic production (3.32 scores), trendy clothes and items that conform to the national culture (3.21 and 2.38 scores) play a smaller role. Clothes made from recycled materials (2.04), items produced in Europe or Asia, well-known brands (less than 2 scores) are least important factors. It means that price, quality and natural materials are the most important things for Russians when choosing clothes. A minority pay attention to how famous a certain brand is (1.91).

  • High quality of clothes is an important factor across all the socio-demographic groups.
  • Affordable price is often mentioned by women (6.47 scores) and residents of the Far East (6.46 scores), as well as people with low consumer status (6.48 scores).
  • Domestic production is important for women (3.48 scores), 35-44-year-olds and person aged 60+ (3.54 and 3.86 scores). European/Western production is chosen by young Russians aged 18-24 (2.43 scores) and metropolitan residents (2.35 scores). Asian manufacturer is mentioned by Russians with special secondary education (1.86 scores).
  • Trendy clothes are chosen by women (3.72 scores), people with incomplete higher and higher education diplomas (3.47 scores). Items that conform to the national culture are chosen by respondents aged 45+ (2.55 и 2.68 scores), rural area residents (2.66 scores), and inhabitants of Northern Caucasus federal district (3.10 scores).
  • Famous brand is important to men (2.15 scores), young respondents aged 18-24 (2.62 scores), and metropolitan residents (2.18 scores).
  • Natural materials are preferred by women (5.79 scores) and Russians aged 45+ (5.70 and 5.88 scores). Recycled clothes are a frequent choice of women (2.37 scores).

 

Withdrawal of foreign brands: where to go and what to do?

What strategy to choose if the products of foreign brands are not sold in Russia anymore? Seventy-one percent of Russians opt for the path of least resistance - they choose similar items of another brand available in Russia. In other words, most of Russians do not put extra efforts being content with the domestic goods even if they are bad value for money. This strategy is typical of women (76%), respondents aged 45 and older 45 (76-79%), and rural area residents (78%). Every eighth respondent is going to search for ways to purchase foreign goods from abroad (12%). Those are mainly men (17%), young Russians aged 18-34 (27-19%), inhabitants of Moscow and St Petersburg (20%). Russians are less likely to wait for the time when these goods will be available in Russia again (only 6%). The same share of respondents say they will just refuse to buy those items (6%).

 

* Russians were asked to evaluate the factors using a 0 to 7 scale, with 7 being “very important” and 0 being “completely unimportant” (closed-ended question, one answer, % of total respondents; a mean score for each factors, from the most important to the least important, is shown)

 

VCIOM-Online Russian nationwide telephone survey was conducted 20-23 August, 2022. A total of 5,000 Russians aged 18 and older took part in the survey. Respondents selected through stratified random probability-based sample completed an online questionnaire. Probability-based panel participants are recruited on a daily basis as part of the Sputnik CATI survey; the survey is based on a random sample of mobile phone numbers from a complete list of telephone numbers in use in Russia. 

 

How important are the following factors for you when choosing clothes for yourself? Please evaluate using a scale of 7 to 0, with 7 being “very important» and 0 being “completely unimportant”

(closed-ended question, one answer, % of total respondents; mean score for each factor form the most important to the least important)

 

 

Affordable price

6.30

High quality

6.06

Natural materials

5.49

Domestic production

3.32

Trendy

3.21

Something that conforms to the national culture

2.38

Recycled clothes

2.04

European/Western production

1.97

Well-known brand

1.91

Asian manufacturer

1.72

What will you do when the foreign items you want to buy are not available in Russia?  (closed-ended question, one answer, % of total respondents)

 

Total

Men

Women

Ages 18-24

25-34

35-44

45-59

60 +

I’ll choose another brand available in Russia

71

65

76

46

63

72

76

79

I’ll try to find ways to purchase the item I need abroad  

12

17

7

27

19

12

9

4

I’ll wait for the moment when the item of the brand I need will be available in Russia  

6

7

6

13

6

6

6

6

I’ll refuse to buy the item

6

5

6

9

5

5

4

7

Other (specify)

3

4

3

2

4

3

3

3

Don’t know

2

2

2

2

3

2

3

2

 

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