Apparel brand loyalty by age Russia 2021

Brand loyalty was stronger among younger customers in Russia in 2021, and it steadily decreased with age. Nonetheless, roughly every fifth respondent aged over 60 years revealed to have preferences towards specific clothing and footwear brands.

Share of clothing and footwear brand loyalists in Russia in 2021, by age group

Characteristic	Share of respondents
16-29	40%
30-44	35%
45-59	31%
Over 60	21%

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Release date

2021

More information

Region

Russia

Survey time period

2021

Number of respondents

1,614 respondents

Age group

16 years and older

Special properties

Internet users* who are loyal to one or several brands

Method of interview

Online survey

Supplementary notes

* The source specified that according to VCIOM share of population using internet in Russia was 82% in 2020.

The original survey question was worded as follows: "Как вы приобретаете одежду и обувь?"

Methodology: a multistage and stratified sample of the Russian population by gender, age, and the type of population center – representing eight federal districts, 46 federal subjects, and at least 200 population centers.

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