Ukrainians have ceased to prefer “made in Ukraine” just because it is made in Ukraine, as it was said by the Marketing Director of LeBoutique Yulia Shilova, UBR reports.
“If a year ago Ukrainian goods were sold like hotcakes, just for patriotism reasons, then today the buyer will compare all pros and cons. Thus, there is a clearly evident trend – some Ukrainian brands grow from month to month, and some just “blow off” ”, she said.
According to the expert, currently the Ukrainian consumer is not in that situation and not in that mood to pay more just for the support of national manufacturer. If to pay more, then in exchange for something.
“Ukrainian brands often cost more expensive than Chinese ones, and sometimes European analogs. Let’s say, if the leather purse, made in Ukraine, costs by 20-30% more expensive than Italian analog, then most would prefer Italian purse. Similarly, the pair of leather boots of the unknown Ukrainian brand costs the same as the famous German brand, then Germany will win in 8 out of 10 cases”, says Yulia Shilova.
Buyers also start to objectively evaluate the quality of purchased goods. Their choice is often made not in favor of Ukrainian goods.
“Of course, we cannot say that Ukrainian brands have poor quality. This is not so. But in some scarcely noticeable details they are significantly inferior to foreign rivals. This can be the processing of seams, accessories, leather dressing and similar things”, said the expert.
The selection of assortment of goods of domestic manufacturer is also debatable for Ukrainians.
“No everybody feels what Ukrainian women want. That’s why sometimes the offer is not interesting. In addition, the renewal of assortment of Ukrainian brands happens not very often. Sometimes the same models are offered, which were sold in 2012. And, of course, the limited offer of fabrics and accessories has also its impact”, states Yulia Shilova.
In addition, just few Ukrainian manufactures still invest in development of their own brand and emotional component.
“No way without this in fashion. Because a woman buys not a dress –every time she buys a new life! The emotional bonding to certain brand becomes the guarantee that this brand will be purchased many times more”, the expert summarizes.
