CLOTHING AND FOOTWEAR UKRAINIAN MARKET ANALYSIS IN THE FULL-SCALE WAR CONDITIONS

Abstract

The article is devoted to the study of garment industry state of Ukraine in the conditions of a full-scale war with the aim of analyzing the clothing and footwear market. Global trends in the clothing and footwear market in the post-pandemic period, as well as the current state of the market in the conditions of the economic and energy crisis, were studied. The prerequisites and current state of the clothing and footwear market in Ukraine, the number and structure of its players are analyzed. The macro-challenges under the influence of which the garment industry operates in Ukraine are highlighted, among the main ones: full-scale war, import dependence, lack of any kind of resources: financial, raw materials, energy, production capacity, personnel, lack of state support and lack of fair competition in the market. A number of factors affecting changes in consumer demand were identified and formed: the economic crisis caused by the war led to a decrease in the purchasing power of the population; some consumers went abroad, which reduced domestic demand; rising prices of clothing and footwear caused by high import duties and rental rates. The main trends in the consumer Ukrainians behavior, in particular in the clothing and footwear category, were analyzed in order to identify opportunities and avoid threats. There is an increase in demand for online shopping, the Ukrainian consumer begins to trust brands and their online stores, there is a trend for clothes with elements of Ukrainian ornament, as well as general support for the Ukrainian manufacturer. The results of the analysis made it possible to form the main trends that exist in the clothing and footwear market in the conditions of a full-scale war, including careful attention to the choice of brand and giving preference to Ukrainian brands when making a purchase. Based on the identified trends, recommendations were made for Ukrainian manufacturers in order to maintain their activity and satisfy consumer demand. The high growth rates characteristic of the garment industry sector make it attractive for new players. It has been confirmed that the garment industry of Ukraine is able to support the domestic economy in the modern challenges conditions.