In February, Kondo & Partners Consulting published the Fashion & Brands report: Polish perspective, which aimed to learn the perception of clothing brands by Polish and Poles. It shows that recently Poles have most often bought clothes of well -known brands. The top ten includes such brands as Sinsay – 30 percent. respondents, H&M – 26 percent, 4F – 20 percent and Reserved – 20 percent
Three of them – Sinsay, Reserved and 4F – are Polish. This shows that Polish producers can compete with foreign companies. To do it effectively, however, it is necessary to cover the right strategy and track global trends.
Faster response to fashion trends – is the main chance for competitiveness
As emphasized by Martyna Skibicka, an expert on Brand Experience and Marketing at Kondo & Partners Consulting, knowledge of global trends is one thing, but their correct use, so that they resonate with clients in Poland, it is difficult. Polish Fast-Fashion brands, To compete with foreign brands, they must adopt faster production cycles and increase their opportunities to forecast trends.
– Brands with many years of tradition can, in turn, introduce more contemporary projects to fill the gap between tradition and modernity. Polish brands can use the same trends as global players, but they should make them more matched to recipients in Poland. For this you need skills and know-how-recommends Martyna Skibicka.
As Kondo & Partners specialists argue, global brands, such as Zara and H&M, are leading in forecasting trends and innovation, maintaining their dominance in the fast fashion sector.
These brands consistently introduce collections taking into account current global trends. What’s more, leaders such as Nike and Adidas constantly shift the boundaries in the field of product innovation, integrating the latest technologies to improve both performance and aesthetics.
Polish brands adopt a more conservative approach to implementing fast fashion cycles and new technologies, which can be a challenge in a dynamically changing market environment. To remain competitive, They should prioritize investments in the best practices of product development processes, the possibility of forecasting trends and technological progress in accordance with global standards.
Fashion – yes, but the price and durability above all
Many factors are influenced by many factors, but the most crucial decisions are: price (26 percent), quality (21 %) and durability (18 %).
Ecology and brand reputation turn out to be the slightest importance, which is a disturbing signal.
Few respondents were able to indicate ecological clothing brands, which suggests a low level of interest in this topic.
Such a lack of attention for ecology and brand reputation may indicate the need to educate more consumers and promote sustainable practices in the clothing industry.
What a loyal customer chooses: fashion, quality or quick reaction to trends
Consumer loyalty to a specific brand is still the most influenced by the price (70 percent), as well as the preferred design design (63 %) and consistently high quality (54 %). Interestingly, design affects the loyalty of 67 percent. women and 59 percent men.
– While Polish brands are valued for quality, they remain behind in terms of innovation of products and trends. In turn, global brands lead in offering a balance between the affordable price, quality and current trends. In order for native brands to compete effectively, especially in the Fast-Fashion and Premium segment, they must introduce innovations in the design of products without prejudice to their quality-explains Sho Kondo, Managing Partner at Kondo & Partners.
The construction of loyalty Polish brands can also learn from foreign competition.
These companies build aspiration narratives that go beyond the offer of products to cultivate brands associated with the lifestyle. For example, Nike embodies a lifestyle based on athletic and determination through their iconic slogan “Just do it”, resonating with consumers who aspire to lead an active lifestyle. In turn, brands such as Lululemon integrate their products with a wider narrative of luxury and well -being, speaking to consumers looking for a holistic lifestyle.
Purchase: Poles still carefully spend money on clothes, this is a trend or a transitional stage
16 percent surveyed consumers has not bought any brand clothes over the past 3 months. Men (20 percent) declared lack of purchases more often than women (12 percent), as well as representatives of older generations (26 percent of Baby Boomers representatives and 19 % representatives of the X generation).
According to specialists Kondo & Partners in 2025. The biggest chances for growth have large players offering products at affordable prices, who can maintain price competitiveness. At the same time, premium brands with clearly defined value and distinctive products can find niches for development. Entities with an established position, which have resources for investments in technologies, marketing and process optimization, will gain an advantage.
