Before the beginning of autumn, Business Lines analysts, together with fashion-tech retailer Lamoda, studied the structure of cargo flows and online sales. The results of the study showed that in August, clothing, cosmetics, hygiene products and tools became the most popular categories for delivery to marketplace warehouses. The increase in shipments to Lamoda is particularly noticeable: the volume of clothing deliveries increased by 48% compared to the same month last year. Shipments of cosmetics, haberdashery, and accessories have also increased significantly.
The main senders of goods to the warehouses of marketplaces are Moscow, Novosibirsk, St. Petersburg, Yekaterinburg and Krasnoyarsk. At the same time, the most active recipient regions were the Moscow Region, Tatarstan, Tula Region, as well as Yekaterinburg, Samara and Krasnodar. Thus, the geography of supplies covers almost the entire country.
According to Lamoda, on the eve of the school season, the demand for educational and business education products has more than doubled. Sales of school clothes increased by 122%, and the number of orders increased by 134% compared to last year. At the same time, the average receipt varied greatly depending on the category. The most expensive bags were in the premium segment with an average price of about 22.7 thousand rubles. Classic children's costumes cost an average of 4,6 thousand rubles. Trousers, on the contrary, have become a little more affordable — the average price decreased by 9% and amounted to 2.3 thousand rubles. Backpacks, on the contrary, have risen in price by a quarter, to 3.7 thousand rubles. At the same time, black models turned out to be the most popular, followed by blue and pink.
The Lamoda range also shows interesting trends. Girls most often bought classic shirts, trousers, dresses and sundresses, while boys bought trousers, shirts and polo shirts. Accessories, in particular ties, attracted serious attention of buyers. Jeans have gained a foothold in the status of the basic category for teenagers and are increasingly included in the compulsory school wardrobe.
Stylists note that teenagers are actively experimenting with style: they choose accent pieces, accessories and details, inspired by the fashion of the 90s and 2000s. Grunge elements, mini dresses, chunky shoes and bright decorative accents remain in the trend. At the same time, basic wardrobe items are more often purchased in the middle price segment or mass market, as they require regular updates.
Thus, the study highlights that August is traditionally the time of peak demand for clothing and goods for the school and business season, and marketplaces continue to strengthen their role in ensuring the availability of these categories to customers across the country.
