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

Nearly one half of young luxury consumers across Russia were driven by brand popularity and awareness while choosing luxury brands, as McKinsey 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 10 percent of the polled. To the surprise of experts, only three to four percent of consumers recalled that celebrities and bloggers played an influencing role in their choice of a luxury brand.

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

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Release date

June 2018



Survey time period

March 2018

Number of respondents

Over 1,000

Special properties

Luxury consumers of 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.

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