The average temperatures in Central Russia in September were comparable to those in June. This rare phenomenon has prolonged the demand for summer clothing. Experts have attributed this to the warm weather.
The chairman of the Association of Retail Trade (AKORT), Igor Karavaev, explained that the warm September has extended the summer clothing sales season and reduced the amount of remaining stock. This has allowed retailers more time to prepare their inventory for the colder months.
The weather has a significant impact on consumer behavior, particularly in the clothing and footwear sectors. As temperatures drop, there is an increase in demand for warmer clothing.
"Major retail chains have already prepared for the cold season, with a wide assortment of outerwear available. To avoid rushing, consumers are advised to prepare in advance for the colder weather," Karavaev noted.
Experts have also noticed that many clothing stores are offering discounts of up to 30% this autumn, which is atypical. Normally, discounts on summer collections reach 50% or more during final clearance sales.
Retailers plan their purchases several months in advance, and their sales forecasts take into account seasonal trends. However, this year's prolonged summer has affected the demand for autumn-winter collections, leading to lower sales. To compensate for this, retailers have reduced their discounts on summer clothing.
Winter outerwear, or the "third layer" in professional terms, has a significantly higher average purchase price compared to summer clothing, according to experts.
This year, retailers have faced the challenge of a delayed autumn clothing sales season, which has been extended by at least one month. The purchasing cycle for this segment of products is one year. Therefore, retailers need to have sufficient funds to order new batches of clothing for the 2025/2026 winter fashion season.
"In addition, retailers are hedging against currency fluctuations, which affect the purchase of foreign brands and the cost of materials and accessories for domestic manufacturers," commented Aron Tukhvatullin, an expert from the Committee for the Development of Youth Entrepreneurship.
