During the 2014–2016 crisis, when the economy shrank by half and the currency lost two-thirds of its value, Ukrainians did not lose their urge to shop. But many in the nation lost their means.
That’s why international fashion brands haven’t been rushing to enter the market or increase their presence and why shoppers lack many famous brands to choose from. European and Turkish brands prevail, and most are selling via a franchise.
Russian fashion retailers, meanwhile, struggle for political and financial reasons. In 2016, Russian brands Kira Plastinina and Centro left the Ukrainian market.