During the crisis 32, 2% of people on our planet cut down expenses on clothes. Russian people happened to be more conservative than the others- 25, 8% of Russian people become to buy fewer clothes than earlier. With that, in 2009 year, 51% of Russian people didn’t spend money on buying clothes of famous brands. It was reported by the company “GFK- Rus”, accordingly to the result of marketing research. In particular, a part of Russian people which bought things under Adidas was down from 19% in 2008 till 13%in 2009 year, under Gloria Jean’s brand- from10% till 7%, under Nike brand- from10% till 5%, SELA- from 7% till 5%.
Certainly, to imagine one in five “pre-crisis” Russian in real but not pirated “Adidas” is quite difficult. Nevertheless, the investigation has detected that some citizens consciously declare off branded goods in favor of cheaper models. Namely, for Russian people, the price factor plays a key role in choosing clothes. This factor took 48% of pollees. 20% of consumers, first of all, pay their attention to comfort and shrewdness, 12%- on design of clothes, 6%- on fashion and 4%- on naturalness of cloth.

Generally, 2009 year happened to be rather difficult for clothes market. “In February, 2009 there are were 1% of people who chose cheap brands of clothes, in August- 12%, in February, present year- 13%- it was said in materials of joint research of association of undertakings of fashion industry and higher education of marketing and business development. With that 67% of consumers keep to the rules to buy new things as seldom as possible. Except that, number of people oriented to buy clothes on sales rises. Only in the period from February till August 2009 year a part of such citizen had risen from 2% till 25%.

The turnover of retail trade of clothes in Moscow in 2009, according to “Market Masters”, was down on 20%. Before this time market rose: in 2007 year on 15%, in 2008- on 10%. Besides, a part of Moscow in All-Russia market is 21%, in St. Petersburg- is 14%, upon the whole, 63% of the turnover fall on 11 Russian cities with population more than million people.

Segment of clothes of luxury class has harmed in a greater degree. According to appraisals of consulting companies RRG, recession in demand on exclusive things in 2009 year was 40-45% in value. Discounts in the season of sales got to 70% for that to save turnovers. In Moscow all the Diesel shops, shops Stella McCartney, Alexander McQueen, boutique Vivienne Westwood were closed… Andrei Panfilov, the director of division of retail property of consulting company RRG agreed: “Certainly, retail of premium segment now isn’t in its best. With that, near-term outlooks are not so good”.

With that the crisis stopped movement of clothes market to the direction of greater civility. According to “GFK- Rus” today, for Russian the main place of buying clothes and footwear is consumer goods marketplace. 45% of Russian people go there to buy new things. But 58% of pollees from this number (in other words doing shopping on overt markets) are rural population. In large cities 45% of people buy clothes in shopping centers, 35%- in overt markets, 27%- in roofed markets and 29%- in hypermarket.

Meanwhile there is the change of seasons and market operators hope that finally postponed spring and autumn demand approve itself. Natalia Chinenova, the general manager of SELA Corporation in Russian, said so in one of last interviews: “However, 2010 year is expected to be successful and perspective. We have the most sanguine hopes- further growth of sales and number of shops”. According to preliminary data, promulgated by the Federal Customs Service, in February 2010 year import growth of textiles and footwear was 10% in comparison with the same period last year, even more, import on this account toped the indexes of February 2008 year on 12%. We confirm that in structure of clothes in Russian market import is 90- 95%.