Main information channels for luxury customers in Russia 2018, by generation

McKinsey's research on the Russian luxury market 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 March 2018.

Leading information channel distribution on the Russian luxury market in March 2018, by generation

Millennials Generation X
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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: "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.

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Statistics on "Apparel market in Russia"

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