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.
