The Russian clothing market is undergoing strong changes. Prices for clothing and shoes are rising rapidly, and this trend is causing concern among consumers. According to experts, the average cost of clothing in Russia has increased by 80%. Such a significant price increase was recorded in large chain stores such as Zarina, Befree, Love Republic, Gloria Jeans and Sela. Brands that initially had a higher price segment raised product prices by an average of 30%, as happened with 12STOREEZ and the brand Ushatava, the latter officially moved from the midl to the premium segment.

The reasons for such a sharp jump in prices lie in several factors:

• Inflation and exchange rate difference: General inflation in the country, as well as currency fluctuations, significantly affect the cost of production and import of clothing.

• The rise in price of raw materials: The increase in prices for fabrics, accessories and other materials used in the manufacture of clothing is also reflected in the final cost of the goods.

• Review of the pricing policy of brands: many brands, especially Russian ones, are revising their pricing policies in an effort to position themselves as more premium.

• Localization of production: The transfer of production to Russia may lead to an increase in cost due to the need to create new infrastructure and adapt to new conditions.

Despite the difficulties, Russian brands are actively developing. They expand the range, create premium lines, collaborate with well-known designers and actively use marketing tools typical of global luxury brands.

What does this mean for consumers?

The increase in clothing prices puts consumers in front of a choice: either pay more for familiar brands, or look for more affordable alternatives. However, it is important to understand that an increase in price does not always mean an increase in quality. The market is becoming more complex, and not all brands will be able to compete and maintain customer loyalty.

The rise in clothing prices is a serious challenge for consumers and for the entire fashion industry. However, it is also an incentive for development and the search for new solutions. Russian brands demonstrate the ability to adapt to new conditions and offer consumers interesting and high-quality products.

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