Lamoda and Fashion Factory School studied the behavior of Russian consumers
Lamoda, a leading retailer in the field of fashion, beauty and lifestyle, and the fashion business education school Fashion Factory School (part of Ultimate Education) studied the process of choosing shoes, clothing and accessories among Russian consumers and identified factors that help in adoption purchasing decisions.
The study covered more than 1000 people from the five largest cities of Russia - Moscow, St. Petersburg, Yekaterinburg, Nizhny Novgorod and Novosibirsk.
Local brands
According to the survey, 75% of respondents have items from local brands in their wardrobe (in the categories of clothing, shoes and accessories), 16% wear exclusively imported clothes, shoes or accessories. 9% find it difficult to answer.
At the same time, 25% of respondents feel proud when buying things from a local manufacturer, and the same number (24,5%) feel they are making a contribution to the development of local fashion. Moscow and St. Petersburg turned out to be the leaders in the number of residents who have experience purchasing local brands, with a share of 85% and 90%, respectively. Residents of other cities also noted the presence of domestic brands in their wardrobes: Yekaterinburg (76%), Novosibirsk (65%), Nizhny Novgorod (59%).
“For 10 years now, Fashion Factory School has been helping aspiring fashion entrepreneurs launch their own brands. We see how much support graduates’ projects receive in their country: from the media and influencers, from shopping centers and marketplaces, and, of course, from buyers. Russians give preference to items from local brands not only because they are fashionable and of high quality, but also because they consider it important to support local entrepreneurs,” comments Inna Gureeva, director of operations at the Fashion Factory School of business education (part of the Ultimate Education holding).
Director of the clothing category management department at Lamoda, Evgeny Bogdanov, also notes the growing interest in local brands from Russian consumers. “Products from local brands are in stable demand, as evidenced by the growth in the Showroom section with promising local brands: over the past year, demand increased by 200% compared to the year before, and over 3 years - more than 3 times. The number of products increased by 118% to 27 thousand,” he says.
Buying behavior
According to the study, 49% of respondents note that they are guided only by a rational approach to purchasing fashion goods, while approximately the same proportion (48%) of respondents equally rely on both the rational component of shopping and the emotional one, as an important factor influencing making decisions about purchasing goods from the fashion and lifestyle segment.
A good mood is also an important aspect in making a purchase for the majority of respondents (37%), ¼ (25,5%) are sure that the mood does not affect the fact of purchase, 24% try to increase it by shopping. 7% noted that buying clothes is a lot of stress, so they try to make the purchase as quickly as possible.
Influence of environment and social networks
The survey also showed that social networks play a significant role in shaping fashion product preferences among 50% of Russians, as well as images from influencers and bloggers (48%). In third place in importance (25%) were posts in tg channels. Materials in the media have the least influence on choice (17%).
Basically, 47% and 27% of respondents are calm about buying something identical to what they saw from a colleague or a friend: the first like to be inspired by people with good taste, the second does not think buying an identical thing is something critical. At the same time, 29% of respondents would definitely not buy an item from someone in their environment, so as not to repeat the images.
Frequency and categories of purchases
The majority of respondents (48%) make purchases once or several times a month, with the arrival of a new season - 39% of respondents, once every one or several weeks - only 11%.
Jeans, trousers, T-shirts, turtlenecks are among the top most popular categories of items (79%). They are followed in terms of frequency of purchases by the following categories: shoes (38%) and accessories (35%). Third place was taken by the categories: things for a specific occasion (29%), for a dress code (28%). The respondents least often buy underwear (19%), sportswear (13%) and home clothes (13%).
The most common motivators for buying new things are: changes in season and weather (48%), trends, reviews and selections in the media or from influencers (38%), discounts and great deals (37%).
Lamoda is the largest retailer in Russia and the CIS in the field of fashion, beauty and lifestyle, combining an online platform and a retail network. The online platform features more than 10 million products from 4 thousand global and local brands. The Lamoda Sport retail network includes more than 70 stores located in Moscow, St. Petersburg, Krasnodar, Sochi, Samara, Yekaterinburg, Perm, Ufa and other cities.
Fashion Factory School - a school of business education in the field of fashion in Russia and the CIS, part of the Ultimate Education educational holding.
The school was founded by the famous Russian designer Lyudmila Norsoyan. Offers more than 30 educational programs and courses in the areas of “Creating your brand from scratch”, “Professions in Fashion” (“Stylist in Fashion”, “Content creator in Fashion”, etc.), Digital Fashion, “Creation and production of collections” ( “Assortment matrix”, “Fabrics for fashion business”, etc.) and “Sales in Fashion”.
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