RUSSIA
Reawakened and nouveau riche. Always proud and resolute in its convictions, Russia is once again a powerful world player thanks to strategic alliances and exploitation of its abundant natural resources. And for the first time in Russia, a powerful consumer class is now learning to buy luxury.
THE MARKET
Russians are proud of their particular culture and long history and steadfastly maintain an identity that is neither Occidental nor Oriental.
Nonetheless, Russia’s illustrious regal history was mostly wiped out of in its 20th century cultural revolutions and artistic progress was long thought of as superfluous and counterproductive. Today, the country’s aesthetic identity is being rediscovered and redefined, but Russia is far from being a country with a refined palate.
As new consumers of luxury, the concept of subtle sophistication is still virtually non-existent. Russian luxury today mirrors 1980s conspicuous consumption in the west: a feast of flash and bling to flaunt a hefty bank account.
Saint Petersburg Moscow
The country’s cities are clean, orderly and picturesque but are not exactly sizzling centers of life as in Brazil or Europe.
Yekaterinburg
Saint Petersburg Moscow
Nevertheless, lavish new shopping centers and hotels are creating a new environment of luxury.
Yekaterinburg
The World’s 10 Strongest Economies, GDP in Millions of $. United States
While still the smallest economy of the four countries here, Russia nonetheless more than doubled in size between 1998 and 2008.
China India Japan Germany
With its abundance of natural resources and an emerging private sector, it will only continue to grow in the years to come.
UK Brazil France Russia 0
5000
10000
15000
Italy
1998
1998-2008
2008-2014
20000
Connected
38.250.000 28%
Around 28% of Russians are connected and together make up an internet population on par in size with Italy, France and Canada.
72%
Not Yet Connected 106.916.730
2009 Population: 145,166,730
Russians are less likely to be on Facebook the on Russian-specific communities. The networks with the highest usership are vkontakte.ru and odnoklassniki.ru and are those on which Luisa Via Roma should establish a presence.
THE STRATEGY
Russians are determined and tenacious but as of now are neither sophisticated users of the internet or advanced consumers of luxury. Luisa Via Roma’s approach to Russia must be surprising and captivating in order to garner attention from the glitzy mainstream brands that Russians are already familiar with.
In order to get the attentions of Russians, a physical off-web component is key. High-profile yet limited visibility within one of the country’s many dynamic centers, along with select print advertising is the best way to get Luisa Via Roma’s message across.
LUISA in RUSSIA is
LUXURY DESTINATION
ITALIAN
POSH & PRESTIGIOUS FIRST IN FASHION INFORMATIVE BOLD & ASSERTIVE
AUTHORITATIVE
As in India and Brazil, the .com is removed to strengthen the idea that the online store is an extension of the physical space in Florence. The word “Italy�in Russian is added in its place to further reinforce this.
Росси́я (рубль)
мужчина женщина одежда сyмочка ту́фля аксессуа́ры драгоце́нности модельер осле́дние мо́ды сро́чная доста́вка искать VIP-гость теле́жка
делиться
перево́зка бесплатно*
BLOG!
бюллете́нь
контакт
English is spoken by few Russians. A translation to enable accessibility is key.
%01234
!"##$%&'()*$ +,!-)'.%)/% !!"#$%&'(&)
*$+,$-
Print and banner ads must emphasize the Florence store, which gives the brand instant credibility and heritage.
ITALY IS FIRST IN FASHION www.luisaviaroma.com/ru
FIRST IN FASHION www.luisaviaroma.com/ru
Subtle yet surprising presence in unexpected places will create positive associations for the brand and stealthily drive interest.
IN SUMMARY
REAL-WORLD ONLINE
INCREASED TRAFFIC
INFORMATION
ONLINE DESTINATION
Information and brand building.
Banner Ads A truly focused online luxury experience.
iPhone app Frequency and immediacy.
Trendbook Repetition and exclusivity.
Print Ads Contact with specific markets.
BRAND RECOGNITION
Blog
ENTHUSIASM
Visibility, curiosity, mystique.
LUXURY CREDIBILITY
Guerilla