За последние два года продажи мужской одежды упали на 30%

За последние два года продажи мужской одежды упали на 30%

Согласно результатам исследования РБК «Российский рынок мужской одежды 2017», сегмент мужской одежды второй год подряд показывает отрицательную динамику развития. Объем продаж с 2014 года снизился почти на 30%. Падение потребительского спроса, как следствие и трафика в магазинах ретейлеры объясняет рационализацией расходов среди населения. Как отмечает президент компании FiNN FLARE Ксения Рясова: «потребители мигрируют и остаются верными тем брендам, где соотношение цена/качество является наиболее адекватным. Несмотря на то, что цифры по трафику показывают падение, те покупатели, которые остались, стали более целевыми. Они не готовы жертвовать качеством, к которому привыкли, и более тщательно подходят к выбору, делая его в пользу тех брендов, которые сумели сохранить уровень продукта». Также представители одежных сетей отмечают рост интереса именно к базовым элементам гардероба, таким как джинсы, рубашки, брюки, футболки. В период кризиса потребитель в первую очередь покупает вещи первой необходимости, а уже потом, по возможности, обращает внимание на модную одежду.

Основной причиной сокращения покупок мужской одежды в условиях падения доходов, как и следовало ожидать, стал рост цен. Согласно результатам социологического опроса РБК Исследования рынков, 80% россиян заметили повышение цен на одежду, при этом для 37% данный рост оказался значительным.

Тяжелая ситуация на рынке вынудила многих операторов ликвидировать неприбыльные торговые точки. За февраль 2016 года — февраль 2017 года закрылись 872 сетевых магазина, продающих мужскую одежду.

Источник: rbc.ru

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