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Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group*

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Sources

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Release date

June 2018

Region

Russia

Survey time period

March 2018

Number of respondents

Over 1,000

Special properties

Luxury consumers of Farfetch.com in Russia

Method of interview

Online survey

Supplementary notes

* The ordinal wording of the survey question was as follows: "Which of these has the greatest influence on your decision to buy luxury goods?"
Share of consumers who put a score above 3.75 out of 5 max.

Citation formats

Decisive factors while choosing luxury brands in Russia 2018, by age

Published by
Bruna Rocco,
Nov 15, 2019
Nearly one half of young luxury consumers across Russia were driven by brand popularity and awareness while choosing luxury brands, as reported in 2018. Every fifth respondent mentioned that the recommendation of their inner circle was a key, and the feedback from fellow shoppers turned out to be relevant for roughly ** percent of the polled. To the surprise of experts, only to **** percent of consumers recalled that celebrities and bloggers played an influencing role in their choice of a luxury brand.
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Topics

Luxury goods, Gen Z, and millennialsGlobal personal luxury goods industryU.S. Gen Z & millennials: consumer goods and shopping behaviorUK Gen Z & millennials: consumer goods and shopping behaviorLuxury goods in Europe
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