Following the retreat of several Western labels from the regional market, a notable share of parents shifted their purchasing toward Russian‑made children’s clothing and footwear. A study centered on the Kotofey brand, which has been acquired by socialbites.ca, reveals that 37% of households now prioritize locally manufactured options as a core strategy for outfitting their children. This change reflects a broader tension between brand provenance and price, with many families weighing material quality, durability, and supply stability when choosing where to shop for kids’ wardrobes.
Beyond domestic products, consumer behavior shows continued interest in foreign brands, albeit with a different emphasis. Approximately 11% of parents are focusing on other international labels, seeking the design language and performance characteristics these brands have historically signaled. Meanwhile, a segment of 7% is open to purchasing used items from favorites through classifieds or peer networks, highlighting a resourceful approach to maintaining style without inflating budgets. A further 6% rely on buyers or travel abroad to obtain familiar clothing and footwear, underscoring how consumer networks and travel patterns influence access to fashion items for children.
The researchers highlight a persistent hurdle: more than half of buyers in this category — about 57% — report a shortage of offline stores where they can reliably find children’s apparel and footwear in one place. This gap in physical retail presence drives shoppers toward online channels or toward multi-brand marketplaces where they can compare options quickly and complete purchases with confidence. The data imply that convenient, in-person access remains a major pain point for families seeking practical wardrobe solutions for their children.
Another notable finding is the perception that the marketplace lacks complete dressing options for kids. Around 12% of respondents said there are too few stores offering a full head-to-toe selection, making it hard to assemble complete outfits in a single trip. This fragmentation in stock and assortments pushes parents toward a mix of stores, secondhand marketplaces, and cross-border sourcing, complicating the buying journey and increasing the time investment required to outfit a child properly.
Additional difficulties persist in terms of variety and brand availability. About 11% of parents report insufficient product variety, 9% point to a shortage of high-quality domestic brands for children, and 7% say it is challenging to find truly fashionable items that meet both style and durability standards. These concerns reflect a broader demand for a balanced portfolio of offerings that combine aspirational fashion with practical wearability for active kids. The landscape illustrates how shoppers weigh brand reputation, clothing quality, and fashionability as they rebuild a kid’s wardrobe after market realignments. In related developments, a Finnish child apparel producer, Reima, has previously exited the Russian market, further shaping the dynamics of supply, availability, and price for families who rely on international brands for quality and design excellence.