From the customers’ perspective, every second buyer considered multi-brand footwear stores more convenient compared to other types in 2019. Average spending on shoe purchases was measured at its highest among middle-aged Russians, while consumers from 18 to 25 years old had a greater tendency for becoming brand-conscious. The major online retailer of the product in question was wildberries.ru as of 2018. In the offline market, however, Obuv Rossii dominated after Kari with the highest number of retail stores countrywide.
In the Russian footwear trade, imports always prevailed exports in value. However, the former experienced significant growth since 2016, when due to the ruble depreciation shoe production in the country became less profitable, and imports of cheap footwear more cost-effective. Interestingly, in 2018, the positive trade balance was marked in the sports footwear segment when exports exceeded imports' worth with a small margin for the first time.