The results of the cold spring. Why are shoe sales falling.

Sales of shoes and clothes continue to fall. According to the results of the first quarter, compared with the same period last year, they decreased in physical terms by 42% and by 19% in money terms to 523,4 trillion rubles, Y-Consulting recently reported.

The biggest drop was in the middle price segment, many of which lost up to 60% of sales in January-March, says CEO Daria Yadernaya.

According to Aleksey Gruzinenko, who owns the Le Roy store in Krasnoyarsk, the situation is only getting worse every month. Promotional goods are best sold, so even a new collection often falls on the shelf at a discount.

“The purchase price increased, while salaries remained the same. For example, earlier the buyer could allocate 10-15% of the budget for the purchase of clothes and shoes. Now he could not cut his expenses in this segment, but for the same money he will be able to acquire much less, "he says.

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Many retailers expect sales growth in the summer, ahead of the holiday season, and in the fall, with the start of a new business season. “In the second half of the year, the market should begin to recover - people cannot stop buying for so long, Daria Yadernaya is sure. It is expected that the autumn collection will be paid at current exchange rates and will be cheaper than the spring.

According to Aleksey Gruzinenko, one should not expect sales growth by the fall, when the new business season begins: “The difference between the 2009 crisis and the current one is that the latter affected the fundamental fundamentals of the economy. The dollar and euro rose sharply against the ruble, wages remained in rubles. The crisis of 2009 of the year was more in our heads. People had money, but they were afraid to spend it, fearing that the situation would worsen. "

Note that in April, despite the stabilization of the ruble, demand did not return. Last month, sales of clothes and shoes fell by 53% in units, in money the market fell by 21% to 142 billion rubles. In April, the sales season ended, which supported the sales of the first quarter, and the cold weather did not allow the spring collection to be completely sold - the season was unsuccessful.