Chelyabinsk became more active in buying domestic clothes

Sales of clothes, shoes and accessories of Russian brands in Chelyabinsk increased by 15%. Moreover, the demand is increasing not only for new things: residents of the city are more actively buying domestic brands in the secondary market. Such data are cited by analysts of “Avito”.

Sales growth was recorded for January-August 2026 compared to the same period last year.

Among the most popular brands were Lime, Zarina, Befree, O'Stin and 12 STOREEZ. Buyers are also interested in more expensive design brands, including Ushatava, Gate31, 2MOOD and MONOCHROME.

Sales of new Gloria Jeans items increased significantly. According to Avito, for the year they began to buy three times more often, the average purchase cost was 600 rubles.

At MONOCHROME, sales increased 2.5 times with an average price of 15 thousand rubles per item. Lime added 96%, the average purchase price reached 4.2 thousand rubles.

The top five fast-growing brands also included TVOE and Befree. Their sales grew by 87% and 77% respectively.

In the secondary market, the picture is slightly different.

Here, Monochrome leads in terms of growth: handheld sales increased by 67%. The average purchase price was 16 thousand rubles.

This was followed by Love Republic, which grew by 43%, and Zarina, whose sales increased by 38%. Things of these brands on resale on average cost buyers 1.4 thousand and 900 rubles, respectively.

Used Lime and O'Stin items were also more common, up 36% and 28%.

Interest in Russian brands is growing in the number of search queries. Over the past six months, users of Avito 33.7 million times searched for products mentioning domestic fashion brands.

At the same time, foreign brands still retain the leadership in terms of resale of clothing, said the director of Lifestyle Avito Alexey Gevlich. But the demand for Russian designers, according to the site, continues to increase.