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The Perception of Russian Brands of “Luxury Underwear” by Women Aged 18–35

In: Fashion Communication in the Digital Age

Author

Listed:
  • Evgeniia Filippova

    (National Research University Higher School of Economics)

  • Tatiana Sokolova

    (National Research University Higher School of Economics)

Abstract

This chapter examines the underwear market in the context of fashion and cultural branding. The discourses on idealization and body positivity, as well as luxury and functional underwear corresponding to them, were considered. The Russian underwear market was analyzed. Based on the studied data, a qualitative stage of the study was compiled, consisting of interviews of consumers and experts. It was revealed that consumers’ expectations partially do not coincide with the offer of Russian brands of “luxury underwear.” It was also revealed that women wear “luxury underwear” not only on “special occasions” to demonstrate femininity, but also in everyday life “for themselves.”

Suggested Citation

  • Evgeniia Filippova & Tatiana Sokolova, 2026. "The Perception of Russian Brands of “Luxury Underwear” by Women Aged 18–35," Springer Proceedings in Business and Economics, in: Paula von Wachenfeldt & Lorenzo Cantoni & Nadzeya Sabatini & Teresa Sádaba (ed.), Fashion Communication in the Digital Age, pages 343-349, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-99481-4_25
    DOI: 10.1007/978-3-031-99481-4_25
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