St. Petersburg people are buying fewer clothes and footwear. The sales of non-network footwear retailers in September were down by one quarter, and that of clothes retailers down by 13% year-on-year, according to RBC.
The same trend is to be observed elsewhere in Russia. The main reason for the lower demand is lower purchasing power. The demand did not just drop, but its structure also changed.
Customers are now more interested in casual wear, preferring jeans to evening gowns, and sports shoes to elegant pumps.
During the self-isolation period, people were buying pajamas and shirts for zoom conferences. Most likely, the pandemic will kill fast fashion, and we will buy fewer things, but they are going to be more expensive, experts tell Saint-Petersburg TV Channel.
Denis Ryzhenko, managing director of a Russian branch of a fashion holding, explains: ‘It turned out we have too many clothes for a limited number of social transactions. I go to work, I meet friends. Now it turns out that I meet my family in my kitchen wearing a dressing gown, I meet my boss in a Zoom meeting, and the last time I met my friends was in spring. Everybody is now revising their wardrobe.’
St. Petersburg shopping centers are also facing lower traffic with 19% fewer people visiting shopping malls in September this year than a year ago, according to Shopping Index.
Photo and video: St. Petersburg TV channel