* The original survey question was worded as follows: "What are the most relevant sources of information about luxury for you?"
The figures represent the share of consumers who put a score above 3.75 out of 5.
Figures might not sum up to 100 percent due to rounding.
Citation formats
Main information channels for luxury customers in Russia 2018, by generation
McKinsey's research on the revealed that younger generations actively used the internet for obtaining information about luxury products. Fashion magazines were ranked as the second most prominent communication channel, especially for generation X, with every fifth using it as an information source. Brand events, however, turned out to have higher relevance for millennials as of .
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McKinsey & Company, & Double Data, & Farfetch. (June 30, 2018). Leading information channel distribution on the Russian luxury market in March 2018, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1067845/key-information-channels-about-luxury-by-age-russia/
McKinsey & Company, und Double Data, und Farfetch. "Leading information channel distribution on the Russian luxury market in March 2018, by generation." Chart. June 30, 2018. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1067845/key-information-channels-about-luxury-by-age-russia/
McKinsey & Company, Double Data, Farfetch. (2018). Leading information channel distribution on the Russian luxury market in March 2018, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1067845/key-information-channels-about-luxury-by-age-russia/
McKinsey & Company, and Double Data, and Farfetch. "Leading Information Channel Distribution on The Russian Luxury Market in March 2018, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Jun 2018, /statistics/1067845/key-information-channels-about-luxury-by-age-russia/
McKinsey & Company & Double Data & Farfetch, Leading information channel distribution on the Russian luxury market in March 2018, by generation ÌÇÐÄÆƽâ°æ, /statistics/1067845/key-information-channels-about-luxury-by-age-russia/ (last visited July 26, 2026)
Leading information channel distribution on the Russian luxury market in March 2018, by generation [Graph], McKinsey & Company, & Double Data, & Farfetch, June 30, 2018. [Online]. Available: /statistics/1067845/key-information-channels-about-luxury-by-age-russia/
