Kazakhstan, located in Central Asia

1.

Kazakhstan, located in Central Asia, is the world's largest landlocked country and the ninth largest
country in the world by land area it is also the world's largest landlocked country; its territory of
2,727,300 square kilometres (1,053,000 sq mi) is larger than Western Europe. Kazakhstan shares
borders with Russia, China, Kyrgyzstan, Uzbekistan, and Turkmenistan. It has diverse geography,
including steppes, deserts, mountains, and lakes. The Caspian Sea borders it to the west.

2.

Kazakhstan's population has undergone significant changes over its history, influenced by factors such as migration,
geopolitical shifts, economic developments, and government policies. An increase in the total population has occurred
due to the steady increase in birth rates, as well as the return of Kazakhs to their historic fatherland. Under a government
quota alone, 1 million 87.8 thousand ethnic Kazakhs have come to the Republic from the countries of the CIS and foreign
states. Official estimates put the population of Kazakhstan at 20,095,963 as of April 2024, of which 39% is rural and 61%
urban population. The level of urbanization in Kazakhstan is estimated to reach 69.1% by 2050.
https://en.wikipedia.org/w/index.php?title=Demographics_of_Kazakhstan&action=edit&section=3

3.

51.8 percent of Kazakhstan's population is female, while 48.2 percent of the population is male.
Kazakhstan’s population by age
The median age of Kazakhstan’s population is 29.5.
Here’s how Kazakhstan’s total population breaks down by age group:
10.2 percent is between the ages of 0 and 4.
15.7 percent is between the ages of 5 and 12.
8.6 percent is between the ages of 13 and 17.
8.7 percent is between the ages of 18 and 24.
13.5 percent is between the ages of 25 and 34.
14.4 percent is between the ages of 35 and 44.
11.1 percent is between the ages of 45 and 54.
9.5 percent is between the ages of 55 and 64.
8.3 percent is aged 65 and above.

4.

This is a list of most populous
cities in Kazakhstan, a country in
Central Asia. The top five most
populous cities in the country of
Kazakhstan are Almaty, Astana
(the national capital), Shymkent,
Aktobe, and Karaganda.

5.

Inflation in the Republic of Kazakhstan in January 2024
slowed down for the year and amounted to 9.5%
Unemployment rate (according to the methodology of the
International Labor Organization) for amounted to 4.7%. The
number of unemployed (according to ILO methodology)
amounted to 445.9 thousand people. The proportion of NEET
youth who are neither employed nor engaged in education or
training was 7.1%
The median value of wages in the Republic of Kazakhstan,
according to estimates for the I quarter of 2024 amounted
to 566 USD
From January 1, 2024, the minimum wage is set at 191000
usd
Generally consumers are price sensitive

6.

Economic overview
Kazakhstan has an export-oriented economy, highly dependent on shipments of oil and related products (73% of total
exports). In addition to oil, its main export commodities include ferrous metals, copper, aluminum, zinc and uranium. It
counts Italy, China, Netherlands, Russia and France as its main export destinations.
The top 10 exports of Kazakhstan in 2022 are:
1. Petroleum oils and oils obtained from bituminous minerals, crude oil: 55% ($46 billion)
2. Refined copper and copper alloys, unwrought: 4.43% ($3.74 billion)
3. Ferroalloys: 3.82% ($3.23 billion)
4. Radioactive chemical elements and radioactive isotopes: 3.13% ($2.64 billion)
5. Copper ores and concentrates: 2.8% ($2.36 billion)
6. Petroleum gases and other gaseous hydrocarbons: 2.59% ($2.19 billion)
7. Wheat and meslin: 2.27% ($1.92 billion)
8. Petroleum oils and waste oils: 1.77% ($1.5 billion)
9. Coal; briquettes, and similar solid fuels manufactured from coal: 1.12% ($946 million)
10. Unwrought zinc: 0.988% ($833 million)
https://www.tradeimex.in/kazakhstan-export#

7.

CLIMATE
The territory of Kazakhstan stretches for more than 3000 km from west to east and almost 2000 km from north to south.
Climatic peculiarities are due to the amplitude of the country. Whereas temperature can hit 50 degrees below zero in the
north in winter, in summer in the south melons ripen and cotton grow. The climate of Kazakhstan (excluding south) is sharply
continental with average temperature between -4 °C and -19 °C in January and between +19…+26°C in July. In winter
temperature may decrease down to -45°C, and in summer rise up to +30.

8.

9.

Petropavl – North KZ
Karaganda – Center KZ
Turkistan – South KZ

10.

Natural Wonders in Kazakhstan
• Add Kaindy Lake to a New List. Saty, Kazakhstan. Kaindy Lake. ...
• Add Charyn Canyon to a New List. Raiymbek District, Kazakhstan.
Charyn Canyon. ...
• Add Issyk Lake to a New List. Enbekshikazakh District, Kazakhstan.
Issyk Lake. ...
• Add Cosmonaut Grove to a New List. Baikonur, Kazakhstan.
Cosmonaut Grove.

11.

ETHNICITY
1. The population is ethnically diverse, with Kazakhs being the largest ethnic group, followed by Russians, Uzbeks,
Ukrainians, and others.
2. Islam is the predominant religion, followed by Russian Orthodox Christianity.

12.

Culture of Kazakhstan
Kazakh is the official language, while Russian is also widely spoken, especially in urban areas and for official
purposes.
Modern Kazakh culture is mainly characterized as a synthesis of Tengrian nomadic and Islamic and European
elements. Nomadic elements derived from predecessors, such as the Huns, First Turkic Khaganate, Golden
Horde and Kazakh Khanate. Nomadism largely shaped its peculiar music, clothing, jewelry and oral literature.
Today, the Republic of Kazakhstan is a developed and flourishing country with up-to-date constitution and legal
provisions. Along with the laws, the Kazakh nation honours and observes its traditions. The traditions of Kazakh
people trace their origin back to the customs of nomadic tribes.

13.

Culture of Kazakhstan
One of the fundamental traditions of Kazakh people, which became a national character trait, is hospitality. Hospitality in
Kazakh society is a primary duty and entails reception of guests with open heart and welcoming embrace. A guest is the
most important and desirable person at a house. It is customary to provide a guest with the most delicious food and do
everything to make a guest feel in safety and comfort.

14.

Traditional Kazakh Cuisine
The national dish of Kazakhstan is besbarmak, a filling meal of meat and noodles. Hearty soups, a fish dish called koktal and
Kazakhstan's famous horsemeat sausage, called kazy, are also common. Kazakh national cuisine is also rich in fermented milk
products.
A Kazakh wedding was celebrated in several stages:
matchmaking, meeting of the in-laws, acquaintance of the
bride and groom, a lively feast in the bride's home, seeing off
the bride and the official marriage ceremony, to name a few.

15.

FESTIVE HIGHLIGHT
Kazakhstan celebrates a variety of festive days, reflecting its diverse cultural heritage and traditions. Here are some
of the notable festive occasions observed in Kazakhstan: Nauryz Meyrami, Independence Day, Unity Day, Victory
Day, International Women’s Day, Defenders Day.
One of the most significant festive highlights in Kazakhstan is
Nauryz Meyrami, which is celebrated on March 22nd. Nauryz is
an ancient holiday with roots in Persian and Turkic traditions,
marking the beginning of spring and the renewal of nature. It's
a vibrant and joyous occasion celebrated by people of different
ethnicities and religions across the country.
During Nauryz, Kazakhstani communities come together to
enjoy various cultural activities and traditions.

16.

LIST OF HOLIDAYS
Please see list of holidays and sales impact.
Name
Date
Sales’ Impact
New Year
January 1 – 2 (start week 49)
Extra High
Christmas
January 7
Average
Valentine's Day
February 14
Low
International Women’s Day
March 8 (start week 18)
High
Ramadan period
-
Traffic is decreasing
Nauryz
March 21 – 23
High
People Solidarity Day
May 1
Low
Defenders’ Day
May 7
High
Victory Day
Kids Day
Capital Day
May 9
June 1
July 6
Average
Constitution Day
August 30
Low
Day of Knowledge/BTS
September 1 (start week 35)
High
Republic day
October 25
Low
Independence Day
December 16
Average

17.

51 LCW stores in Kazakhstan
47 inlet stores
3 outlet stores
1 online stores
STORES AMOUNT
CITIES
15
ALMATY
7
ASTANA
5
SHYMKENT
2
AKTAU
2
AKTOBE
2
ATYRAU
2
KARAGANDA
2
KOSTANAY
2
TALDYKORGAN
1
EKIBASTUS
1
KOKSHETAU
1
KYZYLORDA
1
ONLINE
1
OSKEMEN
1
PAVLODAR
1
PETROPAVL
1
SEMEY
1
TARAZ
1
TEMIRTAU
1
TURKISTAN
1
URALSK

18.

2023 TOTAL SALES OF LCW IN KAZAHSTAN
1. SALES VALUES - 208,240,080 USD
2. 2. SOLD QTY - 20,745,713
3. SALES SHARE – 9% IN LCW INTERNATIONAL MARKET

19.

MERCH GROUP SALES

20.

TOP 10 STORES

21.

Average quantity sold per week in 2023 – 400 000
in 1 and 53 weeks New Year sales, in 19 week sales qty increases due to the Defenders day, in 23 and 24 weeks sales qty
increases due to the school break, in 33 week peak of Back To School sales.

22.

KZ42
KZ23
KZ49
KZ01
KZ04
KZ11
KZ17
KZ34
KZ37
KZ38
KZ97
KZ19
KZ22
KZ10
KZ05
KZ35
KZ29
KZ31
KZ47
KZ14
KZ20
KZ41
KZ27
KZ48
KZ21
KZ44
KZ08
KZ39
KZ12
KZ28
KZ30
KZ45
KZ50
North Continental
Continental
KZ24
KZ36
KZ32
KZ33
KZ02
KZ40
KZ03
KZ43
KZ06
KZ09 KZ46
KZ07
KZ51
KZ13
KZ53
KZ15
KZ55
KZ18
KZ98

23.

KAZAKHSTAN’S DETAILED DEMOGRAPHICS
Average height of a man in Kazakhstan is 175 cm
Average height of a woman in Kazakhstan is 161 cm
AVERAGE HEIGHT OF CHILDREN FROM AGE OF 5
TO 19 Y (IN CM)
Sources: Average Height by Country 2024 (worldpopulationreview.com)
Population of the Republic of Kazakhstan by gender and type of locality (as of April1, 2023) (stat.gov.kz )
5 YEARS OLD
10 YEARS OLD
15 YEARS OLD
162,56
175,26
160,03
Gilrs
167,1
140,09
139,24
112,42
115,1
Boys
19 YEARS ODL

24.

CUSTOMER PROFILE
1. kids – CK and CU
2. Women – BG
3. Man - BU
Ela – Эля
Derin – Дэрин
Zeynep- Зейнеп
alican – алиджан
berk – берк
hakan –хакан
merve – мерве
Beren- берен
can – джан
Ege – эге
Melis - Мэлис
derin - Дэрин
dilek - Дилек
semra - Семра
Kuzey - Кузей
Mert - мерт
Mehmet - мехмет
Mustafa - мустафа
Ilker - илькер

25.

AGE RANGE: 4-9
AGE RANGE: 9-14
AGE RANGE: 9-14
ELA
DERIN
ZEYNEP
KEY WARDROBE ELEMENTS:
CHILDISH PRINT, CARTOON
CHARACTERS, TUTU AND
SEGUINED DRESSES
KEY WARDROBE ELEMENTS:
NO BRIGHT COLORS, TRENDY
FIT OF TROUSERS, SLOGAN
AND MINIMILISTIC PRINT,
COLLEGE STYLE
KEY WARDROBE ELEMENTS:
FLORAL PATTERNS, STRIPES,
PLAID SHIRTS,

26.

AGE RANGE: 4-7
AGE RANGE: 9-14
AGE RANGE: 6-14
ALICAN
BERK
HAKAN
KEY WARDROBE
ELEMENTS: childish print,
licensed prints in a modern
style, spiderman print, game
theme print (including modern
licenses)
KEY WARDROBE
ELEMENTS: straight fit, cargo
fit, oversized
fit, minimalistic prints, graffiti
prints, urban style, skate style,
modern details
KEY WARDROBE
ELEMENTS: basic style, regular
fit, comfort fit, polo t-shirts,
jersey sets, sports/football
style, college
style, minimalistic prints

27.

AGE RANGE: 2-6
AGE RANGE: 2-6
MERVE
BEREN
KEY WARDROBE ELEMENTS:
PASTEL/NATURAL COLORS,
MINIMALISTIC/ BASIC PRINTS,
MODERN FIT AND
SILLHOUETTES
KEY WARDROBE ELEMENTS:
CHILDISH PRINTS, CARTOON
CHARACTERS, LOTS OF
PINK/BRIGHT COLORS,
SEQUINS AND GLITTERS

28.

AGE RANGE: 2-6
AGE RANGE: 2-6
CAN
EGE
KEY WARDROBE ELEMENTS: Big
KEY WARDROBE
ELEMENTS: Cute animal prints
and slogan prints in small sizes.
Graphics in various layouts
that follow the trend.
and fun graphics, adorable
animals, adorable dinosaurs,
automobiles cartoon
characters, colourful and amusing
text and slogans

29.

СK4 extremely low demand
Childish prints, cartoon character,
sequins on clothing for older pers
onas: Derin and Zeynep
Halloween line or any print associ
ated with this
Pelush, velvet fabric and polar lini
ng due to central heating in the
houses

30.

СU4 extremely low demand
Sequins, childish prints and
childish licenses for the age
range 8-14 years
Extra skinny fit, destroy elements,
feminine colors for bottoms
Pelush, velvet, fleece, polar
fabric pajamas

31.

СK1 extremely low demand
Plush/polar/sherpa (linng)
outerwear
Jersey vest, quilted, with ruffles
and without
Plush and polar pyjama (top and
bottom, sets) with plush/polar
lining or velvet finish

32.

СU1 extremely low demand
KEY JERSEY GILETS
KEY JERSEY AND KEY WOVEN
SALOPETS
AGGRESSIVE AND BRIGHT COLORS IN
THE BOTTOMS SUCH AS LIGHT
BROWN, MID BROWN AND
CINNAMON

33.

СU1 extremely low demand
CUW1
CUB1
Polar, plush and velvet materials are not in demand among our
customers, clothes from these materials are not in demand due to
weather conditions as well as pajamas due to centralised heating in the
houses
CUBS

34.

AGE RANGE: 15-25
AGE RANGE: 25-35
MELIS
DERIN
KEY WARDROBE ELEMENTS:
oversized sweatshirts, wide
leg/cargo/boyfriend fit jeans
destroyed washed effect, crop
tops, denim bermuda shorts in
summer, printed t-shirts.
KEY WARDROBE ELEMENTS:
midi length skirts and dresses,
wide leg/straight fit trousers,
woven blazers, woven shirts,
jersey bodies.

35.

AGE RANGE: 35-50
AGE RANGE: 50+
DILEK
SEMRA
KEY WARDROBE ELEMENTS:Professional/Work:
classic blazers, tailored trousers, elegant dresses,
blouses and shirts, classic coats and jackets, kneelength skirts. Casual: comfortable jeans, sweaters
and cardigans, stylish flats, ankle boots, athleisure
wear.Social/evening: elegant dresses, elegant
KEY WARDROBE ELEMENTS:
dresses and skirts with midi
length floral print, woven
pants straight fit elastic waist,
basic pastel tone blouses, for
comfort wear calm colors.

36.

Red Flags
Our Dilek and Semra personas are more
humble and conservative due to this they do
not prefer to wear excessively revealing
clothing (extremely short skirts, dresses, or
tops with very low necklines are not commonly
worn, especially in conservative areas).
Bright Neon Colors - Outfits with
excessively bright neon colors are
not a frequent sight.
Pajamas with fleece are also
not demanded due to the fact
that our apartments and
houses have central heating
system and it is always warm
inside the buildings.

37.

AGE RANGE: 17 - 25
AGE RANGE: 20 - 40
KUZEY
MERT
KEY WARDROBE ELEMENTS:
oversized & printed t-shirts,
trendy denim pants, cargo/woven
trousers with sneakers, street
style outfit.
KEY WARDROBE ELEMENTS:
comfortable & basic elements for
t-shirts, suitable & strict color
preference of sweatshirts &
hoodies, without usage of bright
& extraordinary colors. For office
strict colors.

38.

AGE RANGE: 45 - 65
AGE RANGE: 40 - 60
AGE RANGE: 25 – 40
MEHMET
MUSTAFA
ILKER
KEY WARDROBE ELEMENTS: Price &
quality matters. Prefers not to
highlight among other people &
usually wears comfortable shirts,
pants, pullovers, which suit
persona’s body fit
KEY WARDROBE ELEMENTS:
Classic "white collar" employee
with high/mid income with
the preference for shirts +
blazer/ shirts+pullovers produced
of deep navy,
black, bordeaux & bej colors
KEY WARDROBE ELEMENTS: "old
money" outfit preference with
minimalistic usage of key details –
small logo, collar & cuff lines for
polo t-shirts. Chino & Mid woven
trousers

39.

Bright top colors (pink, red,
orange)
Extra skinny/destroyed range
options
Bright bottom colors (feminine)

40.

MAIN COMPETITORS
Brands
Number of
Stores
LPP
Inditex
23
41
Defacto
Koton
H&M
O'STIN
33
26
7
29
Detskiy Mir
52