Wildberries fashion category sales exceeded 336 billion rubles in 2021

According to foreign media reports, by the end of 2021, sales of fashion categories on the Wildberries platform reached 336.5 billion rubles , including clothes, shoes and accessories , an increase of 55% from 2020.

Wildberries' sales growth was driven by further expansion of its Russian business into the online space, increased purchase frequency due to the fast fashion trend, and a recovery in demand for formal business clothing as employees returned to the office. According to the company's analysts, demand in the fashion market continued to recover after a decline in 2020.  

One of the factors behind the recovery in demand in the fashion market is the growing interest of buyers in loose, casual and homewear amid the popularity of remote work. Demand for hoodies increased by 76% year-on-year , demand for jeans increased by 42%, demand for sweatshirts increased by 50%, and demand for casual pants increased by 84%. At the same time, as employees of many companies gradually returned to the office, sales of shirts increased by 32%, suits increased by 30%, and ties increased by 92%.

According to Wildberrie analysis, consumers purchased twice as much loose and informal clothing as office clothing in 2021. In addition, consumers also increased their demand for warm clothing and footwear : sheepskin coats (+103%), sweaters (+75%), hats (+68%), scarves (+79%) and fur coats (+106%).

On the other hand, due to the hotter summer of 2021 and the opening of holiday resorts , consumers are more active than ever in purchasing lightweight clothing : swimwear (sales increased by 130% year-on-year ), shorts (+56%), suspender skirts (+61%), flip-flops (+61%) and Panama hats (+189%) for sun protection.

There is also a wave of children's clothing purchases in the fashion sector . In 2021, Russians bought 53% more clothes for newborns than in 2020, and the demand for children's underwear increased by 61%.

The frequency of orders in the fashion sector is increasing as people buy clothes and shoes more frequently due to low prices . The average purchase price of clothing items on Wildberries in 2021 was about 592 rubles (-11% year-on-year). Buyers spent an average of 866 rubles on shoes (-15%), and about 496 rubles (-17%) on various accessories.

The “ fast fashion ” category is growing and the product range on online platforms is also expanding.

Wildberries

Russia

Fashion