The demand for the rental of second-hand things has also grown. Will domestic manufacturers be able to reorient customers to themselves?
Julia Suntsova
Back in 2020, Rosstat issued frightening data: two-thirds of young families in Russia only have enough money for food and clothing. A year earlier, only half of the families surveyed complained about the lack of funds for durable goods, the other half said that the family budget is enough for something else besides food and clothing. Two more years later, by 2022, young families were even less well off. It became difficult to get money even for food.
On new clothes and shoes and does not remain at all. This is evidenced by the increased demand for the repair of old things.
With the introduction of sanctions and the complication of supply chains , the prices for new deliveries in shopping centers are close to space prices. People brought their old things to be repaired. Everything that can be restored, patched up, altered, gets a second life.
In some cities, in sewing ateliers, they say that worn bags are carried, sometimes completely hopeless. The demand for services has jumped by 40-50%, the masters work seven days a week.
"The sewing business has really taken off now. Production from scratch and new workshops are being opened at already ancient factories. Moreover, new equipment is being purchased for these ancient factories, repairs are being made, all conditions are being created for the craftsmen, everything looks quite safe. Preparatory courses for seamstresses have become very popular, in many industries there is an acute shortage of specialists. Clients of shopping centers have reoriented to private tailoring, although it is more expensive, and to domestic factory products, although we, of course, have problems with modern design and assortment", - sewing master Svetlana Boyko told NI.
Another trend of recent months is that people have begun to prepare for the upcoming cold season right now. The poor are afraid of lack of money, further price increases and shortages, so they take out raincoats and jackets from old chests. Outerwear workshops are seeing an increase in orders for coats and fur coats.
A similar picture with shoes: both expensive and branded ones, as well as those that belong to the economy segment, are being repaired. Even sneakers began to be repaired - shoes are considered a hot commodity, since modern fashion allows you to complete them not only with sportswear, but also with dresses and business suits.
"More often they began to hand over jewelry for repairs. At the same time, some clients carry jewelry for restoration, fearing an increase in the price list for the services of masters, and the other part, more prosperous, considers the purchase of jewelry as an investment", - Alla Rogachevskaya, owner of the Deco_jewel jewelry store, told NI:
"My clients are mostly from the middle class. People began to pay more attention to jewelry that they think will become more expensive in the future, namely: collectible vintage jewelry, famous series, jewelry printed in catalogs and some modern jewelry from Europe, as well as products of famous Russian designers. I think the expectations of an even greater increase in prices are justified. They also began to restore actively - they restore completely different things, everything that is - so as not to buy a new one.
The real renaissance is experienced by second-hand shops. Recently, this business has been assessed as unprofitable. But today, for the first time, many Russians are crossing the internal barrier to buying clothes and shoes from their hands. Moreover, there are more of those who buy from the hands, and those who give their old things to the commission. Previously, the latter preferred to donate things to charity boxes or posted ads in groups and chats "I'll give it away".
In such groups, at the same time, decent things came across that made life much easier for large and low-income families - in particular, they allowed them to save on goods for children.
Now there is less such mutual assistance. They give away only things that can no longer be sold - with obvious wear and tear.
A separate topic is the sale of hatch brands. Commissioners fight by all means for the owners of the “prohibition” from Balenciaga, Chanel, Calvin Klein, Christian Louboutin, etc. Entrepreneurs offer a free collection around the city and a return (if the owners of things change their mind about selling), a guaranteed sale within 60 days, the ability to track the progress of the transaction through a personal account, and very attractive payouts.
Owners of online trading platforms note an increase in the number of ads with used items. Everything is rented and rented - from clothes and goods for children to tourist equipment, goods for sports and household appliances.
Such offers have become more frequent - private users consider renting things out as additional income. On the rental of some categories of goods, you can fully pay off and earn even more than on a simple sale. Demand for secondhand has also grown. Most of all, things of brands that have announced their departure from the Russian market are in use.
"Rentals, rentals, second-hands have become in demand during the crisis. People have become more likely to "borrow" expensive things that take a long time to save - for example, game consoles. The hit of this season is the Dyson hair dryer. During the year it was rented for more than its original cost. Users have become more interested in long-term rental (subscription) - this applies, for example, to children's things - strollers, car seats, ergo backpacks and other things that are required for several months", - says Yekaterina Kraivanova, co-founder of the Next2U.ru online rental service.
Massmarket used to crowd out rentals. Inexpensive new thing is always preferable. But with the departure of foreign brands, rental becomes in demand again, the expert adds. From the obvious: very soon the rental of outfits for celebrations, children's things, sports goods - bicycles, skis, snowboards, camping equipment will become popular again.