Lamoda and the Fashion Factory School conducted a joint study to find out how buyers in Russia choose clothes, shoes and accessories.

1,500 people living in megacities and large cities took part in the survey.

The study showed that:

• 75% of respondents already have items of local brands in their wardrobe in the categories of clothing, shoes and accessories.

• 16% of buyers wear exclusively imported clothes, shoes or accessories.

• 9% found it difficult to answer.

When choosing clothes, shoes and accessories, buyers are guided by:

• Quality: 54%

• Price: 48%

• Style: 42%

• Brand: 38%

• Convenience: 36%

Buyers also pay attention to:

• Reviews from other customers: 32%

• Stylists' recommendations: 28% 

• Discounts and promotions: 26%

Regarding the attitude towards local brands:

• 54% of respondents believe that the quality of local brands is not worse than that of imported ones.

• 42% of respondents believe that local brands are more affordable.

• 38% of respondents believe that local brands are more fashionable and relevant.

• 26% of respondents prefer to buy things from local brands in order to support the domestic economy.

The study showed that the market of local brands of clothing, shoes and accessories in Russia has great potential.

Brands that want to be successful in this market need to focus on the quality, price, style and convenience of their products, as well as actively promote their products.

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