The Luxury Fashion Market in Russia: Evolution and Future Opportunities

The aim of this chapter is to provide an overview of the luxury fashion goods market in Russia in order to help international brands develop appropriate retail strategies. Russia is one of the so-called “emerging markets” and offers several opportunities for fashion companies. The chapter examines the historical and economic situation of Russia in order to explain the efforts being made by companies currently operating in this market. This chapter largely relies on theories from the field of distribution and retail management, applying them to the Russian luxury fashion market in order to better understand the strategies currently in use by both local and international actors. Potential opportunities that may arise in the Russian luxury fashion market in the near future are analyzed. The chapter is useful for managers of international luxury fashion companies who are interested in understanding the evolution of this market in order to enter it.