Generation X luxury related posts on social media Russia 2018

A look without a specific topic was the most posted luxury-related type of content by Russian generation X representatives in social media, occupying 15 percent of total Facebook, Instagram, and Vkontakte publications. Such posts also topped for millennials over the observed time frame with a larger share than for Generation X. However, according to the study by McKinsey, the younger generation seemed to be more actively sharing news about fashion shows than their counterparts, with such content accounting for a share nearly twice as large as among millennials.

Most frequent topics shared by Russian generation X in social media mentioning luxury from December 2017 to March 2018, by category*

Characteristic	Photo look	Personal occasion	Without event	Brand event	External event
Look without specific topic	15%	-	-	-	-
Personal thoughts	3%	-	-	-	-
Holiday celebration look	2%	-	-	-	-
Look with quotes	1%	-	-	-	-
Other related to photo look	5%	-	-	-	-
Visiting boutique	-	6%	-	-	-
Post with an impression of the gift	-	3%	-	-	-
Post with an impression of purchase	-	2%	-	-	-
Dressing up for event	-	3%	-	-	-
Other related to personal occasions	-	1%	-	-	-
Reminder about a product or collection	-	-	6%	-	-
Fact from the history of fashion/brand	-	-	6%	-	-
Discussion of trends	-	-	4%	-	-
Post about boutique	-	-	3%	-	-
Citations of the brand’s founders	-	-	2%	-	-
Audience polls	-	-	2%	-	-
Other without event posts	-	-	6%	-	-
Fashion show	-	-	-	13%	-
Announcement of brand event or promotion	-	-	-	4%	-
News about the founder or ambassador of the brand	-	-	-	3%	-
New collection lookbook	-	-	-	2%	-
Announcement of new advertising campaigns	-	-	-	2%	-
Introduction of new product	-	-	-	1%	-
Invitation for brand event	-	-	-	1%	-
Announcement of partnership with designers / brand	-	-	-	1%	-
Appearance of a celebrity in brand clothing	-	-	-	-	2%
Publishing about a brand or collection	-	-	-	-	1%
Other related to personal events	-	-	-	-	1%