Corporate merchandising market will reach 90 billion rubles by 2024

According to them, market growth by the end of 2024 amounted to 15-20% in annual terms. The market grew less than last year due to rising production costs, Portobello director Vladimir Mazur said. According to him, due to the dependence on the production of imported goods, which are subject to US and EU sanctions, costs have increased by 15-20% and companies have to look for suppliers from China and Turkey. , establishing new supply chains.

To reduce costs, customers began to order goods in collaboration with other related companies. “As a rule, these products are limited and arouse special interest among buyers. The fall that appears in the market is exhausted in a week,” Mazur highlighted.

According to T-Data analysts, the average invoice for orders for goods in January-November increased by 23% year-on-year, up to 66.3 thousand rubles. The main audience of merchandise buyers is still concentrated in large cities. More than half of Portobello’s clients are companies from Moscow, another 10-15% are from St. Petersburg, and the rest are from cities with a population of more than one million.

Most often, companies order clothing items: T-shirts, hoodies, bomber jackets and hoodies, said Andrey Kazymov, director of the creative merchandising department at the Brandmatica communication agency. At the same time, customers put “certain meanings in the merchandise that they want to convey to consumers or contractors,” he noted.

Many customers insist on the high quality of the material and the relevance of the cut, thanks to which branded products can successfully compete with the offers of traditional fashion retail, noted Denis Yaklakov, COO of the SberMarketing agency.