Factors influencing luxury purchases in Russia 2018, by shopper location

Product quality, durability, and appropriate brand style were the top three motivating features for both local and abroad luxury shoppers, as per survey results of the Russian luxury market study by McKinsey. In-store services were significantly more important for local customers, while the country of production and the brand’s origin were more influencing for abroad buyers.

Key influencing drivers for purchasing luxury products in Russia in 2018*, by location of customer

Shoppers abroad**Local shoppers***
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Sources

Release date

June 2018

Region

Russia

Survey time period

March 2018

Number of respondents

Over 1,000

Special properties

Luxury customers on Farfetch.com in Russia

Method of interview

Online survey

Supplementary notes

* The original survey question was worded as follows: "Which factors have utmost importance in choosing the luxury brand for apparel/footwear/accessories/jewelry/watches?"

** Customers with >60% of luxury shopping done abroad.
*** Customers with >40% of luxury shopping done locally.

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Statistics on "Apparel market in Russia"

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