McKinsey's research on the Russian luxury market revealed that younger generations actively used the internet for obtaining information about luxury products. Fashion magazines were ranked as the second most prominent communication channel, especially for generation X, with every fifth using it as an information source. Brand events, however, turned out to have higher relevance for millennials as of March 2018.
Leading information channel distribution on the Russian luxury market in March 2018, by generation
* The original survey question was worded as follows: "What are the most relevant sources of information about luxury for you?"
The figures represent the share of consumers who put a score above 3.75 out of 5.
Figures might not sum up to 100 percent due to rounding.
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McKinsey & Company, & Double Data, & Farfetch. (June 30, 2018). Leading information channel distribution on the Russian luxury market in March 2018, by generation [Graph]. In Statista. Retrieved December 18, 2024, from https://www.statista.com/statistics/1067845/key-information-channels-about-luxury-by-age-russia/
McKinsey & Company, und Double Data, und Farfetch. "Leading information channel distribution on the Russian luxury market in March 2018, by generation." Chart. June 30, 2018. Statista. Accessed December 18, 2024. https://www.statista.com/statistics/1067845/key-information-channels-about-luxury-by-age-russia/
McKinsey & Company, Double Data, Farfetch. (2018). Leading information channel distribution on the Russian luxury market in March 2018, by generation. Statista. Statista Inc.. Accessed: December 18, 2024. https://www.statista.com/statistics/1067845/key-information-channels-about-luxury-by-age-russia/
McKinsey & Company, and Double Data, and Farfetch. "Leading Information Channel Distribution on The Russian Luxury Market in March 2018, by Generation." Statista, Statista Inc., 30 Jun 2018, https://www.statista.com/statistics/1067845/key-information-channels-about-luxury-by-age-russia/
McKinsey & Company & Double Data & Farfetch, Leading information channel distribution on the Russian luxury market in March 2018, by generation Statista, https://www.statista.com/statistics/1067845/key-information-channels-about-luxury-by-age-russia/ (last visited December 18, 2024)
Leading information channel distribution on the Russian luxury market in March 2018, by generation [Graph], McKinsey & Company, & Double Data, & Farfetch, June 30, 2018. [Online]. Available: https://www.statista.com/statistics/1067845/key-information-channels-about-luxury-by-age-russia/
