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More and more foreign affordable fashion chains are finding fertile ground in Greece, as are large online fashion stores that usually offer well-known brands at low prices, as well as their own brands.
The most recent arrivals are the German e-shop Zalando and the expansion to Athens of the French chain Kiabi.
The fact that only 5% of the monthly expenditure of Greek households is now dedicated to apparel – from 9.32% 20 years ago, in 2005 – a result of the failure to restore incomes to pre-crisis levels, creates the right conditions for the flourishing of cheap European chains in the domestic market.
