The Polish clothing and footwear market in Poland is dominated by products from the mid-price segment, which currently accounts for nearly half of the market. Despite the fact that the share of the average price segment in the market is slightly falling. However, its position is currently unwavering.
The medium price segment dominates clothing and footwear market
The medium-price segment is the largest segment of the clothing and footwear market in Poland – currently it covers almost half of the market. Not surprisingly, considering the prevalence of purchases in the so-called chain stores, whose offer is located mainly in the middle price segment. PMR’s results show that if the respondent bought clothes in a stationary store in the last 12 months preceding the survey, in almost 8 out of 10 cases it was a chain store in a shopping mall.
Despite the fact that the share of the average price segment in the market is slightly declining, the market share of the average price segment is slightly declining. However, its position is currently unchanged. The share of the lower price segment is also declining in favour of the highest price segment.
The importance of the higher price segment is growing
The price segments in the clothing and footwear market are subject to changes – the share of the lowest price segment is decreasing – clothing mainly purchased at discounts, on bazaars or large-format stores between 2015-2019 lost 2 percentage points of market share.
In turn, the growth took place in the highest price segment. In recent years, the higher and luxury segment recorded an increase of 3 percentage points. The development of this category is positively influenced by factors such as growing disposable income, which translates into higher spending on more expensive fashion items, growing consumer awareness, their love of luxury brands and the attractiveness of Poland among foreign tourists who buy fashion items at the same time.
It is worth noting, that none of the analysed segments recorded sales declines in the 2015-2019 perspective.
The analysis was conducted for the PMR report: Clothing and footwear retail market in Poland 2019. Market analysis and development forecasts for 2018-2023.