Influencing factors for choosing luxury brands in Russia 2018, by generation

Published by A. Melkadze, Jul 11, 2025
This statistic portrays the results of a 2018 survey, in which luxury buyers in Russia were asked which factors have the greatest influence on their decisions to buy luxury goods. The survey involved two consumer groups, Millennials, defined as those up to 30 years, and the Generation X, 30 to 50 year olds. The chart shows that ** percent of the Generation X and ** percent of Millennials agreed that brands (recognition or awareness) have the greatest influence on their decisions about luxury purchases.
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Which of these has the greatest influence on your decision to buy luxury goods?

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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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Topics

Luxury e-commerceGlobal personal luxury goods industryLuxury watch industryLuxury goods in EuropeGlobal prestige/luxury cosmetics
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