In 2025, Russians significantly reduced their purchases of clothing and footwear, with sales volumes falling by 11% year-on-year. According to “Platforma OFD” data cited by Izvestia, the average receipt increased by 5% to 2,988 rubles, driven primarily by a 10–15% rise in prices. Experts note that consumers are updating their wardrobes less frequently and opting for more versatile, essential items.
Retailers are responding with three main strategies:
- Complete Market Exit: Closing all stores (e.g., AC&Co, Mudo).
- Shift to Online: Closing brick-and-mortar locations to focus on e-commerce (22|11 Cosmetics, TECNO).
- Network Reduction: Partially closing physical stores to boost efficiency (Club, DUB, Ecru, Maag).
Analytical summary: The stagnation of the fashion retail segment is a direct consequence of declining real disposable income and high inflation. For the economy, this is a critical signal: clothing and footwear are the second most important expenditure categories after food. The mass shift to austerity and the “optimization” of retail networks suggest that domestic demand is no longer a growth driver. For international observers, this confirms that the Russian consumer sector is losing its appeal, becoming a survival zone focused on discounters and online marketplaces.