Materiel: Georgians Make up Only 2-3% of the Brand's Customers

The clothes produced by Georgian designers occupy a place in the high price segment, that is why the main share of the sale of their products comes from exports, and Georgians make up only a small part of the total consumer.

According to the international sales manager of the Georgian fashion house Materiel, Georgians make up only 2-3% of the brand's customers. This, along with the high cost of products, is also caused by the fact that Georgians avoid trading with e-commerce.

"Our clothes are represented on all continents, and in the international market, the demand from representatives of different countries is very high. Unfortunately, compared to the international scale, the percentage share of Georgian users is very low, only 2-3%. This led to the fact that our store on Leselidze Street was closed, and the Georgian consumer often avoids ordering online and prefers to fit the clothes on his body. Now the COLLECT store has been opened at 23 Atoneli street, where Materiel is also presented, and hopefully the number of local buyers will increase", says Ana Vepkhvadze.

Designer Nina Zarkva also talks about the lack of Georgian customers. According to him, despite the desire, the Georgian consumer is unable to purchase the products due to the high price.

Due to the high demand from the Georgian consumer, the founder of the "ZARQUA" brand plans to add a new line of shoes in the near future, which will be relatively budget-friendly and accessible to everyone.

"No Georgian designer who sells his products abroad will be able to sell the same product cheaply in Georgia. Therefore, for Georgian consumers, buying our products is a certain amount of luxury. It has always been my dream and desire to have Georgian customers. However, unfortunately, it happened that due to the price, we do not have many local customers. As you know, if we want high quality, the price will be appropriate. There is a great demand for our shoes from the Georgian consumers, although they do not have the resources to purchase them, so we are already working on the second line of shoes, which will be available to everyone," said Nina Zarqua.