Lamoda has published its first study of the Russian fashion market.
For the first time in 15 years, the Lamoda marketplace has released its own study on the state of the Russian clothing, footwear, and accessories market, Fashion Compass. The analytical report covers macroeconomic trends, consumer behavior, changes in style preferences, and new strategies for fashion business development.
Key points of the study
Market figures: By the end of 2025, the Russian clothing, footwear, and accessories market grew by 6% to 3,94 trillion rubles. However, this growth is primarily due to rising prices: sales in physical terms declined by 8-10% by 2024. Shopping continues to shift online, reaching 55%, with 44% of all fashion purchases coming from marketplaces.
Niche marketplaces are a new market driver
Against the backdrop of saturation of universal platforms, the niche marketplace segment is rapidly developing. Its volume has grown from 330 billion rubles to 990 billion rubles (an average annual growth rate of 32%). According to Lamoda data, buyers on niche platforms are looking not for low prices, but for quality, originality, an exclusive selection, and expertise. Lamoda currently offers 4,000 authenticated brands, and the growth of exclusive assortment by 2025 is expected to exceed 20%. The platform's monthly audience is over 16 million unique users.
A crisis of confidence in discounts
The market is overheated by discount wars: 42% of consumers distrust sales. From 2023 to 2025, the share of shoppers seeking to buy products on sale fell from 46% to 42%. Meanwhile, discount depth remains the main competitive tool on general-purpose marketplaces, which, combined with rising commissions, makes the sales model unworkable for many manufacturers. Lamoda, meanwhile, focuses on trending assortments, high-quality content, and expertise, allowing brands to avoid discount pressure.
The Modern Consumer: Rationalization and New Segmentation
The study identified 16 types of offline and online consumers. The most valuable audience for fashion brands is "fashion-oriented" shoppers interested in brands and trends. They prioritize product selection and customer experience, with price being less important. They comprise 38% of all consumers but account for 59% of the market (2,32 trillion rubles). Amid slowing consumption, it is this audience that is shifting spending toward specialized platforms: while spending on fashion declined by 14%, their share of purchases on Lamoda increased.
At the same time, the study documents a shift in consumption patterns across the market: consumers have become more mindful. A third of them compare prices before each purchase across various online and offline platforms. When choosing clothes, they prioritize versatile colors and styles that are suitable for a variety of occasions. Even when shopping for prom outfits, consumers prefer more versatile outfits that can be worn after the ceremony. Impulse purchases are giving way to informed choices.
Smart Casual 2.0: A Shift in Style Paradigm
2025 marked a shift away from sports-casual and a return to a more elegant style. Cardigan sales increased by 43%, jackets by 43%, and polo shirts by 80%. Hoodies, on the other hand, are showing negative growth (-19% for women, -31% for men). In footwear, ballet flats (+119%), mules (+105%), and loafers are on the rise, while chunky sneakers are giving way to simple trainers. Consumers are also opting for basic colors, which are easier to combine and stay relevant longer: brown (+46%), gray (+22%), and beige (+11%).
See now — buy now: consumption "here and now"
Consumers no longer "build a basket" or shop in advance—they buy what they need at the moment: when the season arrives, for a specific event, or for the weather. Purchases are becoming situational and pragmatic. Lamoda customers choose what they need right now from the current offer. The number of orders per customer increased by 19% from 2023 to 2025.
The "Silver Consumer" is driving growth. The share of the 50+ audience on Lamoda increased from 13,9% to 16% over the year. These consumers are more solvent (the average bill is 3,200 rubles, 8% higher than that of those under 45) and are active in the premium segment (19% of their spending is on premium products).
Technology and personalization are key focus for Lamoda
In January 2026, Lamoda launched an ecosystem based on generative neural networks—"G(AI)d by Style" (a personal AI stylist, online fitting, image selection, photo search, and online wardrobe).
"An exclusive assortment is one of the most effective ways to grow without expensive marketing investments: unique products attract target audiences, build loyalty, and improve brand margins," notes Olga Tsios, Lamoda's Managing Director of Marketing. "When personalizing, we identify three key segments—newcomers, the active core, and VIPs—and create unique interaction scenarios for each: from educational paths for newcomers to premium services and offers for VIPs. This is the only way to increase purchase frequency and average order value without diluting marketing effectiveness."
Fashion Compass — Lamoda's analytical report, based on the platform's own sales data and research for 2023–2025, as well as data from research agencies (Fashion Consulting Group, Data Insight, Focus Technologies, B1) and expert commentary from market participants. The full version of the report is available. here:.
Maison Margiela's Tabi boots break auction records in Paris.
On July 9, Maurice Auction, in collaboration with Kerry Taylor Auctions, held an auction in Paris featuring 195 lots from the personal archive of Belgian designer Marine Margiela. The total proceeds from the auction, which concluded…
Since the beginning of 2026, more new foreign brands have entered St. Petersburg shopping centers than the previous year.
According to NF GROUP analysts, the share of foreign brands in St. Petersburg shopping centers fell from 12,3% to 11,1% in the first half of 2026. International retailers reduced their space by 9,3 square meters, and nine brands…
Ekonika is releasing a capsule collection of men's footwear in collaboration with Gotleb.
Ekonika's collection now includes men's footwear! The brand launched its men's footwear line with a collaboration with local handmade shoe brand Gotleb (formerly Gottlieb Schwarz), founded by shoemaker Andrey…
Spanish footwear exports: stable value and moderate growth in volume
According to Revista del Calzado, according to data from the General Directorate of Customs, from January to April 2026, footwear exports amounted to 61,8 million pairs, worth 1,20 billion...
The fourth BRICS+ Fashion Summit will be held in Moscow from September 28 to 30.
The international platform will bring together industry leaders to discuss technologies, markets, and new development strategies.
"When Customers Are Few: How Fashion Store Owners Can Squeeze the Most Out of Every Customer"
In recent years, offline retail in clothing, footwear, and accessories has been operating under conditions of a steady decline in incoming traffic. By the end of 2025, offline store traffic in Russia had declined by 8-15%, with the offline segment's purchase rate declining more sharply than the overall market, according to Retail.ru. According to statistics from individual shopping centers, the decline by the end of last year was between 15 and 25%. How can salespeople effectively engage with customers in such challenging conditions? We'll explore service strategies in low traffic conditions with SR expert Elena Vinogradova, who specializes in purchasing and sales in the fashion business. The expert shares proven methods with practical examples of speech modules. Elena is confident that, in a context of declining traffic, high-quality service is becoming the main competitive advantage for the shoe industry.
Offline vs. Marketplaces: How to Survive and Win in 2026?
In Russia, e-commerce's share has grown from 5% in 2019 to nearly 23% in 2024 and continues to grow, with e-commerce market analysts predicting it will reach over 30% by 2029. Offline retail, meanwhile, can not only survive but also grow by 20-30% annually if it stops offering clothes on hangers and shoes on shelves and starts selling unique experiences. We discuss this topic with Shoes Report regular contributor Elena Vinogradova, an expert in fashion buying and sales and the author of the Fashion Business Blog, a blog for retailers and buyers.
The main colors of women's shoes for the fall-winter 2026/27 season
Fashion continues to embrace the language of emotion. The upcoming Fall/Winter 2026/27 season promises to be emotional and slightly reflective. Vibrancy gives way to depth, and ostentatious luxury is replaced by enveloping warmth. Five key shades of women's footwear reflect precisely these sentiments: trust in naturalness, attention to texture, and a desire to find beauty in nuances. Let's turn to the professional forecast of seasonal, cutting-edge colors from the international trend bureau Future Snoops. The selection of the Fall/Winter 2026/27 palette from Future Snoops presented in this article is an emotional map of the coming season, speaking of trust and fragile honesty, balance, inner strength, and warmth that requires no occasion. These five shades transform the seasonal footwear styles into a unique color language that can help the brand and its customers express themselves and their emotions.
Revisiting classic standards of retail lighting through the lens of modern technology
Just yesterday, the principle governing retail lighting was: the brighter the light, the brighter the store, the more customers and sales. Today, this principle has lost its relevance. It has been replaced by a trend toward a well-thought-out concept, intelligently applied lighting, and carefully selected lighting fixtures. Anastasia Efremova, SR's expert in retail lighting and lighting designer at Tochka Opory, discusses current lighting principles in fashion and footwear retail, and how light helps interact with merchandise, space, and customer emotions. She will help you understand the fundamental principles of lighting through the lens of new retail space requirements.
How a fashion brand can launch a successful licensed product with a celebrity
Why fashion brands should consider licensing as a strategic tool—this is what Natalia Timashova, editor-in-chief of Shoes Report magazine, discussed with Maria Kozeeva, CEO of the Yulia Vysotskaya media holding (part of the Andrey Sergeevich Konchalovsky Production Center) and brand director of the Edim Doma and Julia Vysotskaya businesses.
How to strengthen and make your brand more sustainable
2025 has become a year of survival for many fashion brands in the challenging and rapidly changing conditions of an overheated market: declining traffic, the closure of entire chains and companies, the consolidation of sellers on marketplaces, the shift of customer traffic from offline to online—all these and other factors have impacted everyone, especially the weaker ones, those experiencing various challenges. The market has shifted to savings consumption. Some consider this a crisis, but our expert, Dania Tkacheva, a business consultant specializing in sales management and strategic development for fashion brands, calls it the maturation of the market. She offers distressed companies her own tool for diagnosing their business and opportunities for recovery and recovery. She calls this tool the Brand Maturity Pyramid.
Sales of additional goods and services can add up to 20-30% to a store's turnover.
Many stores today have hit a sales ceiling: they have the product range, the team is working hard, the marketing is up and running, but revenue isn't growing. Where can they find growth opportunities? In reality, the potential for growth lies right in the customer's receipt. And it's not about raising prices, but about offering customers more value at the point of purchase. We discussed with Maria Gerasimenko, an expert at SR in fashion business management and development, how to increase sales with additional merchandise, why accessories and related products are becoming a strategic source of profit, and the role of the store team.
How to learn to effectively manage store customer traffic?
Customer traffic in shopping malls and street retail is declining; people are shopping less offline for a number of objective reasons, one of which is the convenience of online shopping with all its advantages. And yet, offline shopping continues to thrive. How can we control store traffic, learn to correctly calculate and influence the number of people visiting stores to ensure profitability?
From July 27 to 29, the Euro Shoes@CAF_Eliteline 2026 exhibition will be held in Almaty, Kazakhstan.
Elite Line is an international specialized exhibition of footwear, fur, leather, and accessories. The exhibition will feature collections from international and domestic manufacturers from Russia, Turkey, Germany, Italy, Kazakhstan, and other countries.
Just a month until the Euro Shoes exhibition in Moscow!
We are counting down the days for the main international exhibition of footwear and accessories Euro Shoes Premiere Collection in Moscow! The exhibition will be held from August 27 to 30 at a new premium venue – the capital's congress center WTC on Krasnopresnenskaya Embankment.
The Battle for the Sports Shoe Market
Fashion market experts and economic analysts predict a decline in sales of Nike and Adidas. The leadership positions of the unsinkable sports giants may be seriously shaken in the coming years, as they are being pushed out by young, bold and active competitors – challenger brands. Why is this happening, and what are the main reasons for such changes? Daniya Tkacheva, a fashion market expert and practitioner with 20 years of experience in sales management, and 13 years of experience in the Nike Russia team and fashion retail, shares her view on the situation on the market in the sportswear and footwear segment.
Micam and Livetrend presented a selection of footwear trends for the spring-summer 2026 season
The Italian international footwear fair Micam presents the "Spring-Summer 2026 Trend Guide", developed in collaboration with Livetrend. The guide is based on the analysis of social networks, online marketplaces and fashion shows, as well as new technologies such as artificial intelligence and Big Data.
The share of marketplaces will grow
The footwear category on Ozon Fashion shows steady growth The share of online sales in fashion is growing, and last year it was already more than 54%. Buyers are increasingly buying clothes and shoes online, and the lion's share of these purchases are made on marketplaces. Ozon is one of the leading players in the Russian fashion market, and the Fashion direction on the platform is the fastest growing. About trends in online trading, about the specifics of the shoe market and recommendations for brands planning to sell shoes through the marketplace - in an exclusive interview with SR with the Commercial Director of the Footwear direction at Ozon Fashion Olga Moskvicheva.
Turn to Asia. Features of shoe production at a factory in China
Finding a partner factory for shoe production is not an easy process. Today, many Russian brands sew their collections in factories in China. The concept of the women's shoe brand N.early N.aked, founded in 2019, was based on the idea of producing shoes suitable for dancing, with a perfect fit. Initially, the shoes were sewn in Europe, but in 2022, shoe production was moved to China.
How to Compete with Marketplaces in 2025
The shoe business is a complex process due to the many related micro-strategies used to extract profit. It is necessary to determine how much goods to purchase, what trade margin to set, and approve the norm of balances at the end of the season. In addition, it is necessary to draw up a sales plan and decide on marketing campaigns that take into account seasonal demand and the competitive environment, set up a personnel motivation system and correctly set control points.
Rieker and Remonte will present their new collections at Euro Shoes!
The brands Rieker and Remonte, which are among the leading shoe companies in Germany, will present their Spring-Summer'26 collections in Moscow at the international exhibition of footwear and accessories Euro Shoes! The exhibition will be held from August 27 to 30, 2025 at a new premium venue in the WTC Congress Center on Krasnopresnenskaya Embankment.
New Tamaris Spring-Summer 26 Collection: Comfort and Elegance in Every Model
German footwear and accessories brand Tamaris will present its new Spring-Summer '26 collection at the Euro Shoes exhibition in Moscow, from August 27 to 30.
KV+ sneakers for city and sports for the first time at Euro Shoes
The Swiss brand KV+ is not so well known to the general Russian audience, but it is well known in the world of skiing, because it was there that KV+ took its first steps and actively developed. The Swiss brand has earned the trust of the professional sports audience over the past 35 years. At the same time, the Russian sports market of ski equipment has always been a priority for the Swiss.
Creating an emotional connection through a showcase
Emotional response from customers is the key to successful retail sales. Shop windows are capable of not only attracting attention, but also evoking emotions: from joy and nostalgia to a sense of belonging and the desire to possess. Using psychological triggers in shop window design helps turn a passerby into a buyer. SR expert in visual merchandising and retail design Viktor Malygin talks about approaches to the concept of shop window design and current themes and plots for presenting goods in shop windows.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Correctly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we postpone the decision for months?
