The Henderson retailer, which runs a network of men’s clothing and footwear stores in Russia, notes a rising appetite among younger buyers, particularly those under 25. A notable trend accompanying this shift is a move toward baggier silhouettes, a point the company emphasized in a recent interview. Henderson is led by Ruben Harutyunyan, who serves as founder and major shareholder.
Harutyunyan highlighted a changing customer landscape, observing that the segment under 25 is expanding and demonstrating significant momentum. He reported that sales within this younger cohort have grown by about 50 percent, underscoring a robust demand from a demographic often at the start of their purchasing power. This pattern aligns with broader shifts in fashion preferences among younger shoppers, who increasingly gravitate toward comfortable, relaxed fits rather than the slimmer cuts that were once dominant.
Industry observers have also noted a broader change in buying behavior linked to lifestyle evolutions. This retailer has observed a trend away from Slim or Super Slim fits toward Regular and looser styles, reflecting evolving tastes in the market. The company’s insights echo a wider movement seen among consumers who prioritize comfort and versatility in their everyday wardrobes, a trend that appears to be persisting across various regions, including Canada and the United States as these markets engage with global fashion dynamics.
Research from Kokos Group adds another layer to the regional picture. The study reveals mixed attitudes toward goods sourced from abroad among Russians: 30 percent are not prepared to purchase USA-made products, 19 percent avoid goods from the European Union, 15 percent refrain from items from China, and 13 percent do not want goods from Turkey. An additional 23 percent do not consider buying Russian-made goods. These figures illustrate the nuanced global procurement considerations that contemporary consumers weigh when updating their wardrobes, especially in markets where international brands compete with domestic options.
The Kokos Group inquiry also explored willingness to pay a premium for imported goods. Nearly half of respondents, about 46 percent, indicated they were completely unprepared to overpay for foreign products, while 22 percent believed there were sufficient domestic alternatives to meet demand. This split highlights the ongoing tension between the appeal of international fashion and concerns about value, price sensitivity, and the availability of locally produced options.
In a separate policy context, Russia’s fiscal measures affecting multinational and outbound operations have drawn attention. There has been discussion about a recent decision by the Ministry of Finance to increase the contribution requirements for companies exiting the Russian Federation to a new level. The implications of this policy shift touch on business strategy, market access, and consumer pricing, as brands weigh the costs and competitive dynamics of operating across borders in the current environment. This development matters not only for Russian retailers but also for international brands examining market potential in the region and how it interacts with consumer demand in North American markets, where fashion retailers frequently monitor shifts in global supply chains and cross-border trade conditions.