Russians become more interested in premium goods in 2024

In Russia, the demand for premium goods in 2024 increased by 49%. This is stated in the results of a study by retailer Lamoda, which were reviewed by Izvestia on December 19.

The highest sales growth was observed in the categories of footwear (+60%), accessories (+54%) and clothing (+38%). In particular, Russians actively purchased Uggs (+266%), suitcases (+175%) and backpacks (+75%). Also, interest in premium home goods almost doubled.

At the same time, the leading share of sales in the premium segment is clothing (55%), within which the greatest demand is for T-shirts, polo shirts and underwear. Accessories accounted for almost a third (30%) of all sales in the category. Leaders among premium brands included Hugo Boss, Karl Lagerfeld, Armani Exchange, Emporio Armani.

According to the retailer's data, Moscow residents are most interested in branded goods (sales share - 27%). The second place is occupied by St. Petersburg (8%), then Krasnodar, Rostov-on-Don and Yekaterinburg.

Degree of departure: foreign brands are returning to Russia

Will competition in the market help to reduce prices

In early December it was reported that up to 25 foreign brands may enter Russia in 2025, which will correspond to the level of 2023-2024. According to Marina Malakhatko, senior director of Soge.Xp, 13 international brands have announced plans to enter the Russian market, including 10 players specializing in the sale of clothing, footwear and accessories. Seven of them are representatives of European countries.