Over 45 percent of Bucharest residents takes malls as favorite places to buy clothes and footwear, according to a GfK study on a sample of 1,000 people aged over 15. In big cities, less than 30 percent of shoppers frequently visits malls to purchase clothes. Also, in cities with less than 200,000 inhabitants, specialized street shops or clothing stalls in the markets replace malls.
Malls excels also in terms of frequency of buying. Over 70 percent of those who take clothes at least once every three months buy at the mall, while from street shops only 50 percent of respondents buy so often.
Frequent buyers are also those who purchase clothing items online, but this trend is much better represented in Bucharest, compared to the rest of the country. „11 percent of Bucharesters say they often buy clothes via online, compared to only 5 percent in the rest of the country”, according to Iulia Pencea, Group Account Manager GfK Romania.
Promos are also successful: one third of respondents saying that they are waiting the period for promotions to buy clothes. About 15 percent of Romanians from urban zones spent over RON 200 on clothes in the last month, the rate being higher among Bucharest residents – 22 percent. For a quarter of Romanians, buying clothes happens once every 2-3 months, people between 18 and 34 years buys most often.
H&M leads the top of most frequented brand stores, both at a national level and in Bucharest, followed by the other specialized stores like Kenvelo, Zara, C&A, Bershka, Pull&Bear, New Yorker, Stradivarius, Mango and Koton.