According to the study by McKinsey, a look without a specific topic was the most common category of Facebook, Instagram, and Vkontakte posts related to luxury among Russian millennials, occupying a share of 22 percent of total mentions of luxury brands in social media by this generation between December 2017 and March 2018. Personal occasion related posts were also frequent in this age group, especially the posts with an impression of a gift, which represented eight percent of the total sum of posts by Russian millennials referencing luxury.
Most frequent topics shared by Russian millennials 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
22%
-
-
-
-
Personal thoughts
2%
-
-
-
-
Holiday celebration look
2%
-
-
-
-
Look with quotes
2%
-
-
-
-
Other related to photo look
4%
-
-
-
-
Post with an impression of a gift
-
8%
-
-
-
Visiting boutique
-
7%
-
-
-
Post with an impression of purchase
-
5%
-
-
-
Dressing up for event
-
3%
-
-
-
Other related to personal occasions
-
2%
-
-
-
Discussion of trends
-
-
4%
-
-
Post about boutique
-
-
4%
-
-
Reminder about a product or collection
-
-
3%
-
-
Fact from the history of fashion/brand
-
-
3%
-
-
Citations of the brand’s founders
-
-
2%
-
-
Audience polls
-
-
1%
-
-
Other without event posts
-
-
5%
-
-
Fashion show
-
-
-
6%
-
Announcement of brand event or promotion
-
-
-
3%
-
New collection lookbook
-
-
-
2%
-
Announcement of new advertising campaigns
-
-
-
1%
-
Introduction of new product
-
-
-
1%
-
Invitation for brand event
-
-
-
1%
-
Announcement of partnership with designers / brand
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McKinsey & Company. (June 30, 2018). Most frequent topics shared by Russian millennials in social media mentioning luxury from December 2017 to March 2018, by category* [Graph]. In Statista. Retrieved December 25, 2024, from https://www.statista.com/statistics/1071254/millennials-luxury-related-posts-on-social-media-russia/
McKinsey & Company. "Most frequent topics shared by Russian millennials in social media mentioning luxury from December 2017 to March 2018, by category*." Chart. June 30, 2018. Statista. Accessed December 25, 2024. https://www.statista.com/statistics/1071254/millennials-luxury-related-posts-on-social-media-russia/
McKinsey & Company. (2018). Most frequent topics shared by Russian millennials in social media mentioning luxury from December 2017 to March 2018, by category*. Statista. Statista Inc.. Accessed: December 25, 2024. https://www.statista.com/statistics/1071254/millennials-luxury-related-posts-on-social-media-russia/
McKinsey & Company. "Most Frequent Topics Shared by Russian Millennials in Social Media Mentioning Luxury from December 2017 to March 2018, by Category*." Statista, Statista Inc., 30 Jun 2018, https://www.statista.com/statistics/1071254/millennials-luxury-related-posts-on-social-media-russia/
McKinsey & Company, Most frequent topics shared by Russian millennials in social media mentioning luxury from December 2017 to March 2018, by category* Statista, https://www.statista.com/statistics/1071254/millennials-luxury-related-posts-on-social-media-russia/ (last visited December 25, 2024)
Most frequent topics shared by Russian millennials in social media mentioning luxury from December 2017 to March 2018, by category* [Graph], McKinsey & Company, June 30, 2018. [Online]. Available: https://www.statista.com/statistics/1071254/millennials-luxury-related-posts-on-social-media-russia/
