* The original survey question was worded as follows: "When are you usually open to consider purchasing luxury brands?"
The figures represent the answers of respondents who purchased only apparel and shoes/only bags and accessories (not incl. watches and jewelry during last 12 months).
Respondents who purchased only jewelry and watches are excluded from the analysis due to low number of responses.
Citation formats
Key receptivity moments for young luxury shoppers in Russia 2018, by age
The results showed that seasonal sales and traveling abroad increased the chances of shopping luxury brands equally in both age groups under consideration. However, personal events and holidays proved to be a more relevant shopping stimulator for millennials than for generation-X luxury consumers across the country as of March 2018.
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McKinsey & Company, & Farfetch, & Double Data. (June 30, 2018). Periods with higher degree of receptivity for purchasing luxury brands in Russia as of March 2018, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/1068564/receptivity-moment-for-buying-luxury-by-age-russia/
McKinsey & Company, und Farfetch, und Double Data. "Periods with higher degree of receptivity for purchasing luxury brands in Russia as of March 2018, by age group." Chart. June 30, 2018. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/1068564/receptivity-moment-for-buying-luxury-by-age-russia/
McKinsey & Company, Farfetch, Double Data. (2018). Periods with higher degree of receptivity for purchasing luxury brands in Russia as of March 2018, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/1068564/receptivity-moment-for-buying-luxury-by-age-russia/
McKinsey & Company, and Farfetch, and Double Data. "Periods with Higher Degree of Receptivity for Purchasing Luxury Brands in Russia as of March 2018, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Jun 2018, /statistics/1068564/receptivity-moment-for-buying-luxury-by-age-russia/
McKinsey & Company & Farfetch & Double Data, Periods with higher degree of receptivity for purchasing luxury brands in Russia as of March 2018, by age group ÌÇÐÄÆƽâ°æ, /statistics/1068564/receptivity-moment-for-buying-luxury-by-age-russia/ (last visited August 01, 2026)
Periods with higher degree of receptivity for purchasing luxury brands in Russia as of March 2018, by age group [Graph], McKinsey & Company, & Farfetch, & Double Data, June 30, 2018. [Online]. Available: /statistics/1068564/receptivity-moment-for-buying-luxury-by-age-russia/
