Luxury Brand Preferences Across Russian Women and Men
A recent report highlights the popularity of luxury labels among Russian shoppers, with Vetements, Balenciaga and Jacquemus cited as favorites among women. The information comes from the CDEK.Shopping service and was shared with a media outlet.
Analysts observed that in 2023 men were more inclined than women to purchase premium branded goods. Orders routed through the service represented about half of all activity, at 54.5 percent. However, marketing leaders note that purchases may reflect gifts or purchases made for others, not only self-directed shopping.
One executive notes that the audience appears to be fairly evenly distributed between genders in terms of purchasing power and activity.
From a product-category perspective, sneakers, T-shirts, sweatshirts, outerwear and backpacks were the top choices for men, while women led with bags, shoes, scarves, shawls and sneakers.
In the Accessories segment, women accounted for the majority of orders, about 63.76 percent, whereas the Shoes category saw men taking the lead with 57.27 percent. Experts point out that men contributed more orders within clothing overall.
In the previous year, younger women in their 20s and 30s favored luxury brands such as Vetements, Balenciaga and Jacquemus, while women in their 40s leaned toward Prada, Versace and Gucci. Within Shoes and Accessories, shoppers aged 20-30 were the most active. The Outfit category tended to attract more interest from women over 40.
Within women’s accessories, the most popular names included Gucci, Jacquemus, Saint Laurent, Louis Vuitton, Prada and Balenciaga. For clothing, the leading preferences were Prada, Canada Goose, Vetements, Burberry, Versace and Balenciaga. In women’s shoes, Balenciaga, Gucci, Loro Piana, Off-White, Premiata and Moncler stood out.
Among men aged 20 to 30, Stone Island, Supreme and Vetements were favored, while older age groups showed a preference for Canada Goose, Burberry and Tom Ford. In the Accessories segment for men, Gucci, Louis Vuitton, Burberry, Prada and Balenciaga led, with shoes showing popularity for Balenciaga, Gucci, Premiata, Loro Piana, Moncler and Versace. In men’s clothing, Stone Island, Supreme, Canada Goose, Vetements, Burberry and Gucci were the top brands.
There is a note that a public figure previously showcased a high-value item, illustrating how luxury pieces continue to capture attention in social conversations. (Source attribution: CDEK.Shopping)