Important attributes of luxury brands for consumers in Russia 2018, by generation

This statistic shows the results of a 2018 survey, in which luxury buyers in Russia were asked what factors are most important to them when choosing a luxury brand. The survey involved two consumer groups, Millennials, defined as those up to 30 years, and the Generation X, 30 to 50 year olds. It can be seen that product quality is the most important criteria for both Millennials and Generation X, with a respective 92 and 93 percent of respondents agreeing.

What factors are most important when choosing a luxury brand?

MillennialsGeneration X
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Sources

Release date

June 2018

Region

Russia

Survey time period

March 2018

Number of respondents

approx. 1000

Age group

up to 50 years*

Special properties

luxury buyers on Farfetch.ru

Method of interview

Online survey

Supplementary notes

* The source defines Millennials as up to 30 years and Generation X as 30 to 50 years.

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