Approximately 14% of city residents are regularly purchasing clothing items at the local flea markets.
In a recent survey conducted by MTS AdTech's Center for Analytics and Research, insights into the clothing purchasing habits of residents in Nizhny Novgorod have been revealed, offering a fascinating glimpse into the city's evolving fashion landscape.
The survey, which included 2,000 Russians aged 18 and above, revealed that the majority of clothing purchases are made on marketplaces, despite a significant portion (around one in ten) preferring to buy only at local markets. The appeal of marketplaces lies in the opportunity to personally examine items and haggle, while market-goers appreciate the affordable prices and the ability to negotiate a discount, as well as the option to try on items before purchasing.
Interestingly, the survey showed that Generation X is the main audience of clothing markets, with Baby Boomers more likely to shop on marketplaces, Zoomers on mass-market stores and second-hand stores, and Generation X and Y on resale platforms. In Nizhny Novgorod specifically, 64% of residents buy clothing, footwear, and accessories on marketplaces.
Zoomers, despite desiring to look fashionable, currently opt for affordable mass-market options due to lack of income for luxury brands. However, around 1% of respondents prefer buying clothing from luxury brand stores and resale platforms. Meanwhile, 59% of buyers in mass-market brand stores go for clothes, 54% - for accessories, and 49% - for footwear.
The growing demand for Big Data in the fashion market is due to the increasingly intersecting audiences of different platforms, necessitating precise targeting that considers not only socio-demographic portraits but also purchasing patterns. People go to luxury brand stores, resale platforms, and second-hand stores more often for accessories than for clothes and footwear.
Artem Pulikov, Commercial Director of MTS AdTech, stated that Generation X, shaped during the heyday of flea markets, has the potential to transition to online shopping on marketplaces. This suggests that as this generation continues to age, they may shift their purchasing habits towards more convenient online options.
The survey also highlighted the influence of traditional clothing culture and social influences in Nizhny Novgorod. Older generations and traditional communities, particularly Old Believers near Nizhny Novgorod, tend to preserve traditional Russian and Slavic clothing styles. In contrast, younger generations are more exposed to contemporary and global fashion trends, though there is also a cultural revival and interest in Slavic traditional clothing as a form of heritage expression.
This dynamic creates a niche for designers and retailers offering both contemporary apparel and garments inspired by Slavic culture and tradition. Russia’s broader emphasis on developing creative industries and supporting cultural heritage through education and innovation may further stimulate fashion markets that blend traditional motifs with contemporary design, potentially appealing to diverse generational tastes.
In summary, generational clothing preferences in Nizhny Novgorod range from traditional Slavic and Old Believer attire among older and rural populations to a blend of contemporary and culturally inspired fashion among younger urban consumers. This impacts the fashion market by creating opportunities for heritage-based creative industries alongside mainstream modern fashion.
In the realm of home-and-garden lifestyle, one might anticipate the interest of leisurely Russophiles in uncovering unique deals-and-discounts while shopping for merchandise that celebrates the richness of Nizhny Novgorod's traditional clothing culture. On opposite lines, for those seeking fashion-forward alternatives, the growing marketplaces offer an expansive variety of clothing and accessories, alluring on account of their affordability, negotiable pricing, and the opportunity to personally inspect items before purchasing.
