Russians are buying fewer clothes — and paying more for them

Russian consumers are buying fewer clothes and footwear, but paying more when they do. Per Meduza, purchases fell ten percent in the first five months of twenty twenty-six compared with the same period a year earlier, with some segments down fifteen percent. Yet in nominal terms, prices rose five to seven percent, and the average receipt climbed seven percent year-over-year to about thirty-one hundred rubles. Production costs jumped twelve percent, driven by higher labor and materials expenses plus sanctions-related logistics increases. Facing falling demand and rising costs, brands are hiking prices—and pushing consumers toward cheaper lines, discounts, secondhand shopping, which rose nine percent, or ordering from abroad.

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