Key receptivity moments for young luxury shoppers in Russia 2018, by age

The McKinsey study results showed that seasonal sales and traveling abroad increased the chances of shopping luxury brands equally in both age groups under consideration. However, personal events and holidays proved to be a more relevant shopping stimulator for millennials than for generation-X luxury consumers across the country as of March 2018.

Periods with higher degree of receptivity for purchasing luxury brands in Russia as of March 2018, by age group

Millennials Generation X
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Release date

June 2018



Survey time period

March 2018

Number of respondents

Over 1,000

Method of interview

Online survey

Supplementary notes

* The original survey question was worded as follows: "When are you usually open to consider purchasing luxury brands?"
The figures represent the answers of respondents who purchased only apparel and shoes/only bags and accessories (not incl. watches and jewelry during last 12 months).
Respondents who purchased only jewelry and watches are excluded from the analysis due to low number of responses.

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Statistics on "Apparel market in Russia"

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