Is the Customer Ready to Pay More?
Russian brands are actively developing premium product lines. What drives this trend, and why is it relevant not only for fashion but for the entire premium-consumption market?
As consumers increasingly value quality, authenticity, and uniqueness, local brands respond with a new philosophy of premium: carefully crafted items, attention to detail, limited productions, and exclusivity supported by honest storytelling and customer care.
Key elements that define the premium segment include the use of high-grade natural materials, artisanal craftsmanship, original design solutions, and personalized service. This shift is taking place against the backdrop of rising prices and a fashion-industry reset, where quality outweighs quantity.
Importantly, premium lines in the Russian mass market are not just about higher prices. They offer customers a special atmosphere, personalized services, exclusive events, and a sense of belonging to a community of connoisseurs — creating long-term loyalty and justifying the investment in premium goods.
When is a buyer willing to consciously pay more?
Different groups respond differently: from discerning consumers who seek uniqueness and longevity, to those choosing premium items for special occasions or as a subtle reinforcement of status. Ultimately, the value lies not in the “premium” label but in genuine quality, thoughtful design, and consistency with the brand’s philosophy.
Launching such lines often sparks discussions about what truly justifies a high price: marketing or real quality and meaning. One thing is clear — today’s consumer is more demanding and no longer accepts empty luxury without substance.
Our experience
In the premium home-textile segment, we observe similar trends. Our Casa Lusso collections unite traditional Turkish craftsmanship with modern technologies. Natural materials and thoughtful design create an atmosphere of slow luxury our audience appreciates. This approach turns an item into part of an emotional and aesthetic experience — something increasingly valued across all premium segments.
Thus, premium lines in Russian brands are not a format or marketing trick but a response to a new level of consumer expectations — “less but better,” infused with exclusivity and attention. This is undoubtedly a step toward the evolution of both the fashion industry and the broader premium lifestyle.