Get our rare newsletters
Contact GoalEuropeIf you have questions or need a consultation, get in touch.
Russian Esper Group, a consulting firm specializing in the fashion industry, has released a survey offering insights into Russian fashion-shopping behavior. The survey, conducted in June and July of this year, polled 2,196 people (1,161 men and 1,035 women) to learn about the typical Russian customer for clothing.
Probably unsurprisingly, the data found that 68% of clothing shoppers online are female. It is predominantly agroup group, too, with 85% of those polled stating that they are younger than 45 years old and 46% stating that they are younger than 30. There is quite a balance between shoppers from the capital regions and shoppers from smaller cities or rural areas, with 38% coming from the capital area and 40% from the country. Nearly half of online clothing shoppers (48%) have an annual family income of approximately 8,300-21,000 Euro, but 21% claim a higher income. Roughly ⅔ of respondents say that they have been online for 3-10 years, 21% have used the internet for a longer period, and 38% say that they made their first online purchase more than 3 years ago.
Having purchased clothes online, people tend to enjoy the experience, with 57% of those surveyed say that they prefer the online to offline experience (with 17% indicated the opposing view). 29% return purchased items to the online store.
As is probably the case in many countries, purchases tend to be pretty modest in price, with the 45% of purchases valued between 23 and 70 Euro. 27% of those surveyed spend between 70 and 116 Euro, while 1% of shoppers spend more than 233 Euro.
Convenience is a huge plus for online shoppers, with 64% of respondents indicating that the 24-hour availability of items is the big draw for them. Access to reviews and advice from other shoppers is an advantage for 54% of respondents, while 53% said that they enjoy access to a more diverse range of products. 50% say that the draw is being more likely to find a product at a discount, 49% enjoy reducing their purchase times, 46% like being able to find out more about the product, 38% prefer the geographical coverage that shopping online offers, and just 33% like having more payment options available.
In terms of disadvantages, the most negative aspect of online shopping is the lack of advice from sellers and the inability to view a product before purchasing, according to 64% of those surveyed. Interesting here, that physical stores have in recent years had to deal with showrooming, the practice of examining items in physical stores and then buying the exact item online. It is certainly not just Russians who prefer to examine items before buying and physical stores have increasingly become mere showrooms for online stores. Compromised data is another huge issue for Russian consumers, with 49% expressing concern over the issue. 38% dislike the lack of guarantees for goods and post-sales service, 34% don’t wish to wait to receive their item, 26% would like original receipts, and 21% have encountered difficulty with paying on credit.
With regards to purchasing clothing, the main issue for 58% of shoppers islack of selection, while 32% bemoan the lack of a particular size. Returning to showrooming, 48% say that they wish to view the particular item in person.Difficulty of understanding a store’s interface makes the list, but only for 12% of those who responded. 15% say that they have no encountered difficulties when shopping for clothes online.
According to the survey, Russian online clothing stores have won the support of Russian consumers, with advantages in price (40% of respondents favor Russian to overseas stores, with 17% the opposite), faster shipping (41% to 12%), better size-range for products (34% to 16%). On the contrary, overseas stores have an advantage in range of products (70% to 22%), quality (65% to 22%), and lower costs (57% to 37%). Overall, 39% indicated a preference for Russian stores, 27% preferred overseas stores, and the remaining 34% indicated that they have no opinion.
Finally, nearly half (45%) of respondents say that they make clothing and shoe purchases several times per year, 27% shop more often and make purchases several times per season, and 18% shop still more often and make at least 1 purchase per month. At the opposite end, 19% say that they’ve only made several online clothing purchases in their lifetime.
+44 (020) 3290 3544
vita at goaleurope dot com