The number of clothing and footwear purchases in Russia fell 10% in January–May 2026 compared to the same period in 2025, with some segments seeing declines of up to 15%, according to data from analytics firms Kloto Consulting and TrendVision cited by the business daily Kommersant. In the second quarter, consumer activity dropped another 4% relative to the first quarter.
Despite the volume decline, the market in monetary terms grew 5–7% in the first quarter. Experts at Fashion Consulting Group attributed this to rising prices. The average receipt for clothing and footwear in the first half of the year increased 7% year-on-year, to 3,100 rubles ($34). In the premium segment, prices rose 10–20%.
Brands are raising prices to compensate for both falling demand and higher production costs. Manufacturing clothing in the first six months of 2026 became on average 12% more expensive than a year earlier, driven by increases in labor, materials, and logistics costs. In Russia's case, the cost of international shipping has risen due to sanctions.
Demand has been declining for three consecutive years. According to the Chek Index analytics center, the number of clothing and footwear purchases rose 11% in 2023 compared with 2022, but fell 4% in 2024. By the end of 2025, the decline accelerated to 11%.
Because of rising prices, 34% of consumers switched to a lower price segment when buying clothes. Shoppers are also waiting longer for discounts, buying at outlet stores, or ordering from abroad. In the first half of 2026, the number of purchases at second-hand stores rose 9%. Cross-border online orders increased 40% over the same period, according to data from Infoline.