Not a luxury but a necessity. Insider’s perspective on the luxury industry

There is no doubt that from the moment of its inception, every brand cherishes the dream of taking its rightful place in the world’s most prestigious platforms: on the shelves of TSUM, among the windows of GUM, in the halls of Galeries Lafayette, or on the central streets of Shanghai. But now in Russia, in the era of major transformations, when we have learnt to look inside ourselves, when there is so much pressure, and in general the whole situation in retail has been turned upside down — brands that think of themselves in the premium category are facing quite a serious number of challenges today but continue to remain important elements of both the national and global fashion ecosystem.

1. Can Russian fashion offer the world a new concept of luxury?
2. How are preferences and behavior of wealthy consumers changing in response to economic challenges, and how can brands adjust their strategies to these changes?
3. Russia is currently a clothing manufacturer but not a designer — yes or no?
4. Moscow audience has already matured enough to buy smart fashion — is it so?
5. How are digital technologies and social media transforming the luxury market, and how are Russian brands using these tools to increase their competitiveness?