In 2025, the Russian clothing market will continue to demonstrate confident growth: according to forecasts by “RBC Market Research” analysts, the total volume of purchases will grow by almost 8% and reach 4.4 trillion rubles.

However, behind the overall increase in sales volume, important changes in the consumption structure are hidden. Despite the fact that more than one-fifth of Russians (21%) have started buying clothes more frequently, the total number of purchased items has decreased by 6.5%. At the same time, the average cost of one item has increased by 12%, which is associated both with rising prices, the use of higher-quality fabrics, and with consumers transitioning to more expensive market segments.

The majority of consumers (51%) note that they spend more on clothing, but two-thirds of them attribute this to rising prices, not a desire to buy more. Thus, the market acquires an appearance of stability, but in reality, a new pragmatic consumption model is developing, based on more conscious and calculated decisions where the quality of the fabric and durability of garments become key selection factors.

These changes are also reflected in consumer behavior: 31% of Russians consciously avoid unnecessary purchases, 21% prefer to save money, and 10% invest money, choosing investments in stocks and bonds. The trend is especially noticeable among young people, where 7–8% of respondents lean towards financial investments instead of acquiring new items.

For businesses, such shifts create serious challenges: 72% of brands already report difficulties in attracting new customers. This forces retailers to reconsider their strategies, search for new approaches to interacting with consumers, and adapt to changing market conditions.

Thus, despite the growth in sales volume, the Russian clothing market in 2025 is experiencing deep structural changes. Consumers have become more pragmatic and calculating, preferring quality textiles, longevity of items, and financial investments. Brands will have to consider these new realities to successfully develop in conditions of changing demand.