Product quality, durability, and appropriate brand style were the top three motivating features for both local and abroad luxury shoppers, as per survey results of the Russian luxury market study by McKinsey. In-store services were significantly more important for local customers, while the country of production and the brand’s origin were more influencing for abroad buyers.
Key influencing drivers for purchasing luxury products in Russia in 2018*, by location of customer
* The original survey question was worded as follows: "Which factors have utmost importance in choosing the luxury brand for apparel/footwear/accessories/jewelry/watches?"
** Customers with >60% of luxury shopping done abroad.
*** Customers with >40% of luxury shopping done locally.
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McKinsey & Company, & Double Data, & Farfetch. (June 30, 2018). Key influencing drivers for purchasing luxury products in Russia in 2018*, by location of customer [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1032186/factors-influencing-luxury-purchases-russia/
McKinsey & Company, und Double Data, und Farfetch. "Key influencing drivers for purchasing luxury products in Russia in 2018*, by location of customer ." Chart. June 30, 2018. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1032186/factors-influencing-luxury-purchases-russia/
McKinsey & Company, Double Data, Farfetch. (2018). Key influencing drivers for purchasing luxury products in Russia in 2018*, by location of customer . Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1032186/factors-influencing-luxury-purchases-russia/
McKinsey & Company, and Double Data, and Farfetch. "Key Influencing Drivers for Purchasing Luxury Products in Russia in 2018*, by Location of Customer ." Statista, Statista Inc., 30 Jun 2018, https://www.statista.com/statistics/1032186/factors-influencing-luxury-purchases-russia/
McKinsey & Company & Double Data & Farfetch, Key influencing drivers for purchasing luxury products in Russia in 2018*, by location of customer Statista, https://www.statista.com/statistics/1032186/factors-influencing-luxury-purchases-russia/ (last visited December 22, 2024)
Key influencing drivers for purchasing luxury products in Russia in 2018*, by location of customer [Graph], McKinsey & Company, & Double Data, & Farfetch, June 30, 2018. [Online]. Available: https://www.statista.com/statistics/1032186/factors-influencing-luxury-purchases-russia/
