The Business Lines Group of companies, together with the fashion-tech retailer Lamoda, conducted a study of logistics and trade flows ahead of the start of the school year and the active business season. The analysis showed that it was clothing that became the most sought-after type of cargo in August. Significant growth was also observed in the areas of cosmetics, personal care products and tools.
According to the carrier, the number of clothing shipments to Lamoda warehouses has increased by almost one and a half times compared to last year — an increase of 48%. Other categories did not lag behind: the number of shipments of cosmetics, haberdashery and care products also increased significantly.
The most active senders were Moscow, Novosibirsk, St. Petersburg, Yekaterinburg and Krasnoyarsk. Among the recipient regions, the Moscow Region, Tatarstan, Tula Region, as well as Yekaterinburg, Samara and Krasnodar were the leaders.
According to Lamoda statistics, interest in school images has increased significantly: sales of such products increased by 122%, and the number of orders increased by 134% compared to last year. The average check in the premium segment remained high - for example, the cost of branded bags reached 22.7 thousand rubles. Classic children's costumes cost customers about 4,6 thousand rubles. Prices for trousers decreased by 9%, while backpacks, on the contrary, rose in price by a quarter and on average cost almost 3.7 thousand rubles.
The color preferences of the buyers were dominated by black, followed by blue and pink. For comparison, a year earlier, the top three were black, gray and blue shades. In the assortment for girls, the basic elements of the wardrobe were most often chosen: shirts, trousers, dresses and sundresses. Boys were in demand for trousers, classic shirts and polo shirts. Ties have become an unexpected favorite among accessories.
Jeans deserve special attention.: They have consolidated their position in the "school basket" and have become an essential choice for many buyers. Lamoda experts note that teenagers are increasingly expressing their individuality with the help of unusual details — mini dresses, decorative elements, original bags. Midi length remains on trend, especially for trousers and shorts: bermuda shorts and capris are popular.
The stylistic preferences of teenagers largely echo the aesthetics of the 90s and early 2000s: grunge with worn jeans and torn T-shirts, as well as the style of the "noughties" with massive shoes, metal details and shiny decor. At the same time, basic items are more often purchased in the middle price segment or mass market, since they are the ones that are updated faster in the wardrobe.
Thus, the market for autumn supplies to marketplaces shows a clear shift in interest towards clothing and cosmetics, and fashion among teenagers continues to be influenced by nostalgia and the search for individuality.
