● Streetwear, premium products, and kids’ items dominate purchasing preferences.
● Sneakers lead the sales rankings in Romania, followed by outerwear, bags, and luggage.
● Bucharest leads in sportswear and kids’ items, while Cluj-Napoca shows strong interest in everyday essentials.
Bucharest, Romania – June 19, 2025 – On the occasion of celebrating its third anniversary in Romania, Zalando – the European multi-brand fashion and lifestyle platform – analyzed local purchasing preferences for clothing and footwear. According to data from the past three years, Romanians make clear stylistic choices, emphasizing streetwear and kids’ apparel. In the streetwear category, high demand for sneakers had a significant impact. The data also highlights notable regional differences and underlines Romanians’ appetite for multi-brand shopping, quality, and value.
Zalando has established itself as the go-to destination for Romanians seeking fashion inspiration, regardless of budget. The first order placed in Romania – a proprietary Anna Field dress – marked the beginning of a purchasing behavior oriented toward style, quality, and accessibility.
Since Zalando’s launch in Romania, consumer habits have evolved significantly. In 2022, 45.7% of Romanians ordered goods and services online; by 2024 this figure had risen to 56.1% (Eurostat) – a clear sign of preference for comfortable in-home shopping and a varied offer across all price ranges.
Sneakers Dominate Romanian Wardrobes
Streetwear, premium items, and kids’ products have consistently ranked among the top three most sought-after categories on Zalando Romania. Sneakers remain the undisputed favorite of Romanian shoppers – a mix of style and functionality in everyday attire. This category ranks first for both women and men, followed by outerwear, bags & luggage, dresses, and boots. For men, hoodies, jeans, and low-cut shoes also stand out alongside sneakers and outdoor wear.
In Bucharest, the sneaker category is by far the best-selling footwear segment. The capital also leads in purchases of sportswear and kids’ items, with T-shirts and sports shoes particularly favoured.
Regional insights show:
- Residents of Cluj-Napoca display strong interest in everyday essentials, with bags & luggage being the city’s top-selling category.
- Timișoara demonstrates a clear preference for trend-driven styles, with dresses in the spotlight, while Iași and Constanța show high demand for outerwear.
- Craiova, along with Baia Mare, Botoșani, and Brașov, are noted for their inclination toward designer and premium fashion.
Focus on Quality
Zalando’s weekly “Hot Drops” campaigns, which promote the latest sneaker releases, are the highest-performing – a testament to Romanians’ enthusiasm for new trends and popular brands. Campaigns focused on value for money also perform strongly, reflecting consumers’ preference for quality yet affordable fashion. Zalando’s own brands, including Anna Field, Pier One, and Even & Odd, also consistently rank in the top 10 within the daily essentials and trend-driven styles categories.
Daniel Roginski, General Manager Central and Eastern Europe, commented:
“The data shows a dynamic Romanian audience, attentive to trends and eager for quality products with good value for money. While sneakers remain top of the list, we are seeing growing interest in outerwear, dresses, and kids’ items – all adapted to regional preferences for modern and designer fashion.
Romania is an important growth market in fashion e-commerce, driven by young families, urban trendsetters, and stylish consumers. I am grateful for their engagement over these three years and pleased that Zalando meets their needs by offering locally relevant products across all price ranges.”
