Influencing attributes of luxury purchasing Russia 2018, by age group

Product quality, signature style, and durability of the goods were the top three driving attributes for luxury shopping, mentioned by most of respondents in both age groups. Status-related factors, such as exclusiveness, brand awareness, and brand recognition were more relevant for millennials. Generation-X luxury shoppers paid more attention to the country of origin and manufacturing as well as technological effectiveness of products. Environmental friendliness was only mentioned by 10 percent of respondents on average, as McKinsey reported.

Key purchase drivers for the luxury shopping in Russia as of March 2018, by attribute and 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 original survey question was worded as follows: "What factors are most important when choosing a luxury brand?"

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Statistics on "Apparel market in Russia"

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