The expenses of Russian businesses on branded products are increasing by 10-15% per year, and the volume of the segment is estimated at 70 billion rubles.
On average, 61% of the company spends 5% of the annual marketing budget on merchandising. Most donate branded products, another 17% distribute them for a fee or give them away in exchange for points in loyalty programs, others order merchandise for events where they distribute or sell such products, Kommersant reported citing a SberShop study. .
Analysts attribute the growth to the departure of fashion brands from Russia. When developing merchandise, companies often collaborate with Russian designers and produce quality products, they stressed. At the same time, respondents note an increase in the cost of such goods due to logistical difficulties and an increase in the cost of materials.
Author:
karina pardaeva
Source: RB
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