The overall sales on the Russian markets for shoes, clothes and accessories in 2018 remained unchanged as compared to the previous level at 2.36 trillion rubles (€34.0bn-$37.8bn), a marketing study conducted by the Russian analytical agency Fashion Research Group showed. On the other hand, online sales of these products jumped by 24 percent to 235 billion rubles (€3.4bn-$3.8bn), it pointed out, anticipating a growth of around 15 to 20 percent in 2019.

The main factors contributing to the growth in the fashion market are the rapid development of the relevant infrastructure, with a good level of internet penetration in the country, and the widespread use of smartphones by the Russian population. Other factors playing are a rising number of e-money services, the introduction of cheap or free delivery schemes and new opportunities given to customers to try on goods at pick-up points before paying for them.

According to a major Russian e-tailer, Ozon, shoes and clothing represented the fastest-growing segment in its online sales in 2019, jumping by 120 percent and prompting the internet retailer to expand the related product range by a factor of 2.5. The Russian Association of Internet Trade companies estimated that shoes and clothes accounted for 23 percent of overall online sales in Russia in 2018.

On the other hand, the overall traffic in the country's footwear and apparel stores shrank by 18 percent as part of a more general trend that is also affecting the malls, according to the Fashion Consulting Group.