In 2017, 20 of new international and federal fashion brands entered the St. Petersburg market in the format of street retail and shopping centers - almost twice as much as a year earlier, analysts at Colliers International consulting company note. The vast majority of retailers new to St. Petersburg opened stores of a high price category.
If last year the main number of discoveries of new fashion brands for St. Petersburg was in the middle price segment, then in 2017 the premium with 15 new players was the leader.
The key trend in fashion retail in the high price segment is the opening of mono-brand stores. For example, Bulgari, Salvatore Ferragamo, Brunello Cucinelli and Herno, previously presented in the form of corners or departments, have opened boutiques this year. In addition to the traditional expansion of Italian retailers, the Russian players became more active: the fur brands Gutseriev & Maximova, the Mary Truffle wedding salon, RINGO and Yana jewelry houses entered the St. Petersburg market.
“The increased activity of premium brands is due to a number of factors. During the crisis, prices for clothes, shoes and accessories of this segment were almost equal to foreign ones, which contributes to more frequent purchases in Russia. Premium brands to a greater extent restrained price growth than operators of the segments "medium" and "medium plus", so the distance between them was reduced. Accordingly, many buyers began to prefer premium products more often. In addition, the development of retailers is facilitated by the growing demand from Chinese tourists along with the tourist flow, who are very focused on brands of the high price segment and actively make purchases while traveling, ”says Irina Tsarkova, deputy director of retail property at Colliers International in St. Petersburg.
Most of the openings of new clothing, footwear and accessories stores took place in a street retail format. The star in terms of the number of attracted players in the premium and luxury segments was taken by Staro-Nevsky Prospect, where 2017 boutiques (including those operating in the new format) will be opened by the end of the 8 year. On Bolshaya Konyushennaya Street and Bolshoi Prospect P.S. took place on 4 opening. Many high-price fashion brands have been actively updating formats and changing locations this year. Christian Dior moved to Nevsky Prospect 113, joining the already open Louis Vuitton and Chanel, and in its place on Bolshaya Konyushennaya Street. 13 is preparing for the opening of Fabiana Filippi. The flagship salon of elite fur products LENA has also opened in the actively filling up boutique part of Staro-Nevsky Prospekt, while the Babochka boutique is preparing to open a single-brand Ermenegildo Zegna boutique in an updated format.