At first glance, the Warsaw fashion landscape is not much different from that in Kyiv. In the modern world, information about fashion trends come to those who are interested in them in Warsaw and Kyiv at the same time. And the global youth’s tendency to wear comfortable functional clothes “without unnecessary frills” is also international. So, is it possible to confuse the human crowd on the street Nowy Świat with the same crowd on Khreshchatyk with covered ears? Yes and no at the same time.
Poland is experiencing an economic boom and the fashion market is no exception. Polish market of clothes, shoes, and accessories significantly exceeds the markets of other Eastern European countries. Moreover, it grows annually by 5-7% (according to various estimates) and according to experts should exceed $15 billion in 2021. In terms of revenues in the fashion industry, Poland is only slightly below the top twenty countries in the world and ahead of a whole bunch of countries with a comparable or even larger population.
There are two reasons for that. Firstly, Poland is one of the few countries in the world where one can wear solely domestic brands. From head to toe, including shoes, accessories, and jewelry. Despite the globalization and penetration of global fashion brands in all directions, the local producers occupy a significant share of the domestic market and do not hesitate to enter the international arena.
Products of the Polish fashion giant LPP are presented in more than twenty countries of Europe and the Middle East. By the way, in 2017 they opened the flagship store of their brand Reserved on one of the main shopping streets of the world – on Oxford street in London. During the first year of operation, with an area of about 3 thousand square meters, this store has made more than £10 million.
If you are able to withstand tough competition on Oxford street, it means that you are indeed worth something. And the Polish mass fashion conglomerate that chews off tidbits of the market from world leaders of the industry – the Spaniards and the Swedes – has something to be proud of. Especially given that 65% of its products are still produced in Poland.
And this is just one example, the most eloquent. There are a lot of diverse local brands’ stores in different price categories in Warsaw. There are ones that offer discreet classic design at reasonable prices and a wide range of sizes, in which the EU 40 is not nearly the biggest one. There are youth stores with bright sweaters and a variety of jeans for every taste. There are concept stores with unusual fashion ideas, there are even designers who dress Hollywood stars. There are shoes, underwear, stockings of local production. If people in Poland want to support domestic producers – they have a lot of opportunities to do it and at the same time look modern and stylish.
And the second factor in the success of the Polish fashion market, which at the same time explains the successful development of their own production, is that Poles like to dress nicely. At least in Warsaw, it is very noticeable. The number of well-dressed, well-groomed, stylish women and – most importantly! – men on the streets of Warsaw is pleasantly surprising! It could almost look like some place in Northern Italy, if not for the Slavic faces the architecture around that is obviously not Italian.
Although sneakers and other functional shoes have long been the norm in the urban environment, you can often see Warsaw ladies wearing elegant boots – from comfortable ankle boots with small heels to fashionable high boots with reasonable heels. Do not believe those who will tell you that in Europe women do not wear feminine things for a long time, do not style their hair and do not use cosmetics!
In winter Warsaw women wear stylish coats and bags of contemporary design, skillfully combine light dresses with sweaters and wrap scarves around their necks as fashion experts. Well-groomed hair and modern hairstyles, moderate, appropriate make-up and confident gait of a woman who likes herself – all this can be found on the streets of Warsaw in a variety of options.
Of course, all this can be seen on the streets of Kyiv too. But it seems that Warsaw is still a step or two ahead – if you consider both the number of women of all ages who keep up with fashion and dress in a modern way and the opportunities of these women to translate fashion trends into life.
And the number of well-dressed and well-groomed men is what lets Warsaw be not even a step, but a giant distance ahead. You will see hairdressing salons at every turn in Kyiv as well, but the vast majority of these salons are solely for female clients. In Warsaw, there is an incredible number of barbershops that provide service either for everyone or even solely for men. And judging from how neat the Warsaw guys look as if they just left from the hairdresser’s, they do visit those barbershops conscientiously, with exemplary regularity. Perfect hair and beard, if they have it, a gentle hint of perfume, clean, stylish footwear, and well-chosen clothes – there are thousands of such princes in Warsaw. And by well-chosen clothes, a sweater with jeans or a business suit might be meant.
It seems that the Poles have rushed to the opportunity to look good and dress well after decades of socialist scarcity and poverty that they experienced in the first years of real independence. And they did not have time to get fed up and tired of this fashion game, unlike some countries of Old Europe. Therefore, they are willing to buy fashionable things and pay much attention to their own look. So, global brands, including the luxury ones, have high expectation of the Polish market, which lets the local producers develop so well. And therefore, a crowd in the center of the Polish capital has such a nice look.
And all this could be our future. We will also be able to give impetus to our producers with our demand, we will also be able to build brands that will be sold in the fashion capitals of the world. We will also be able to make Ukrainians look stylish, modern, well-groomed and generally cool in the vast majority. Unless we fail.
By Maya Tulchynska
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