New market: young people are no longer embarrassed to buy clothes in underground passages

A few years ago, Muscovites had unequivocal associations with trade in underground passages: cheap consumer goods. However, after several transformations, the shopping landscape has changed – and now sometimes unexpected things are found in underground passages: clothes of decent quality, cosmetics, household goods … Muscovites told MK what and why they are ready to buy at the exit of the metro station.

As marketing specialist Snezhana Gurieva noted in an interview with an MK correspondent, the modern buyer is accustomed to trusting huge malls rather than individual trading stalls. There is a prolonged effect of novelty here: you need to remember that large shopping centers appeared in our country relatively recently – no more than 20 years ago.

– The greatest prejudice to shopping in transitions or in small tents is found among people 40-60 years old. These are those whose youth fell on the era of trade in the ruins and chaotic clothing markets. Young people no longer have this prejudice, so small manufacturers who cannot afford to rent shopping center premises may see such points as a way to sway sales. But for this it will be necessary to seriously reverse the consumer model, the expert explains.

Muscovites interviewed by MK agreed: sometimes they managed to find worthy things in the transitions.

“Before, I was biased towards shopping in the passages, but somehow my friend in the subway bought herself flip flops for every day, while the price was below the market, and the flip flops are quite decent. Employees at work also constantly buy something, sometimes nail polishes, sometimes Russian cosmetics, one even bought bed linen. And somehow I also began to look closely at the trade tents in the subway, ”a Muscovite named Elena shared her experience.

Bias is exactly what prevents many Muscovites from going shopping to the tent in the underground passage, even if they are aware that the assortment there may not be inferior to that in the shopping center closest to the house. Most often, associations with the old days, as well as the specific atmosphere of counters with bright price tags “All for 500 rubles,” scare away. However, Muscovites pass word of mouth about good tents.

“For example, there is a small tent in the underpass of the Proletarskaya station. which sells different pajamas, nightgowns, dressing gowns. All for 190 rubles. There are many such tents, we also have a similar one at Kozhukhovskaya. But the assortment is different. On “Proletarskaya” pajamas made of cotton of good quality. Interesting designs, bright colors. I bought myself a dacha, and my daughter, and grandmothers. Trade there is quite brisk. There is also a dressing room. Many even order if the right size is not available,” says a Muscovite named Victoria.

According to her, in such tents you can buy basic household items and linen no worse than in chain stores, but at a more attractive price: you just need to pay attention to the material and quality. The assortment includes good cotton from the former Soviet republics, as well as knitwear produced in neighboring regions. Most often they buy directly – at factories in the regions.

True, there is another problem here, which is noted by younger Muscovites – according to them, in “transitional” things, even with good quality, the choice of colors often scares away.

“Mom repeatedly advertised to me a stall in the passage near our nearest metro, she only buys linen there,” says 24-year-old Elizaveta. – I looked: well, I don’t like it! Yes, cotton, high quality, inexpensive, but such terrible flowers that I immediately feel twenty years older. Well, either black or white, boring. Someone will object: they say, what’s the difference, what color are the underpants? But for me there is a difference, I prefer other colors.

Other respondents are supportive – according to them, you can even buy casual clothes in the underpass. Of course, if you know where to look.

“We have a tent in the transition to Yuzhnaya where they sell good Italian knitwear. I asked the hostess where the goods came from, she says – through her own channels. I bought a lot of jumpers and T-shirts there for myself and for my mother, once I even took a good dress. Prices, by the way, are not so low: 2-3 thousand for a jumper, but worth it,” says Olga, who lives on Kirovogradskaya Street.

Also, according to some Muscovites, jewelry sold in underground passages may deserve attention – as they say, the assortment there is sometimes no less than in tents in a shopping center, and prices are much lower.

“I know that some are simply embarrassed to stop at the stalls in the passages and look at the goods there: they say that this is all of the lowest grade. In vain! For example, we bought earrings for our daughter for the graduation party in the underground passage – ideally suited to the clutch and to the dress. Accidentally stumbled upon. There are pearls there, you just need to take the time to look!”, – says 43-year-old Marina.