Market News Trends

More premium brands opening up to Poland

pani z torbami na zakupy w rękach

According to PMR data, in 2018 the value of the clothing and footwear market in the higher and luxury price segment amounted to over PLN 6bn, reaching almost 1/5 of the fashion market in Poland. The development of this category is positively influenced, among other things, by the growing disposable income, which translates into an increase in expenditure on more expensive fashion products. As a result, premium brands are increasingly willing to open their stores in Poland.

More premium brands open up to Poland

In September 2018, the first boutique under the Armani Exchange brand belonging to the Giorgio Armani Group was opened in Warsaw. The boutique is also situated in Galeria Mokotow and its offer is addressed to the younger generation.

Also in October 2018 the first Chanel Fragrance & Beauty Boutique with a cosmetic and perfume assortment was opened in Galeria Mokotow in Warsaw. In addition to cosmetics, the store also offers accessories, including sunglasses.

After the debut in 2017, in April last year Victoria’s Secret opened another full-range boutique of the brand in the country. The other store also operates in Warsaw, in Zlote Tarasy shopping centre. Until now, an incomplete range of the brand assortment, including cosmetics and accessories, has been available in this location. At the end of August last year, Victoria’s Secret entered the Polish market, opening the first official full assortment store in the Arkadia Shopping Centre in Warsaw. The brand has already been present on the market in two Warsaw stores in a smaller concept offering accessories and handbags.

In the nearest future we can also expect new debuts. Only until the end of the year the opening of the first stores has been announced, among others, by Hermes, a luxury brand of footwear and accessories. According to press reports, the new store will open around September in the Europejski Hotel in Warsaw.

Warsaw is the largest market of luxury brands

Despite the growing interest in the Polish market among luxury brands, it is still difficult to find streets similar to the Champs Elysees in Paris, Via Condotti in Rome or at least Paris street in Prague, bringing together the most famous designers in the world. The Vitkac shopping centre is aspiring to be such a luxurious location, with brands such as Gucci, Louis Vuitton or Yves Saint Laurent. What is more, a lot has been going on in the department store recently: 18 new stores were added only in 2018. Such brands are present in the centre as Burberry, which disappeared from Poland for a few years, Alexander McQueen, Margiela or Stella McCartney. In 2019 the following outlets were opened: Moncler, Balmain and Red Valentino, and by the end of the year there will be also, among others, the following brands: Chloe, Givenchy or Dolce & Gabbana.

1/5 of the fashion market is made up of high-end and luxury products

According to PMR data, in 2018 the value of the clothing and footwear market in the higher and luxury price segment amounted to over PLN 6bn, reaching almost 1/5 of the fashion market in Poland. What is more, in recent years the higher and luxury segment recorded an increase of 3 p.p. points. The development of this category is positively influenced by such factors 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.

The analysis was prepared for the PMR report: Clothing and footwear retail market in Poland 2019. Market analysis and development forecasts for 2019-2024.

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