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

Evgeniia Filippova; T. Sokolova

doi:10.1007/978-3-031-99481-4_25

Publications

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

P. 343–349.

Evgeniia Filippova, Sokolova T.

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.”

Keywords: youth fashion customers

In book

Fashion Communication in the Digital Age: Proceedings of the FACTUM 25 Conference, Stockholm, Sweden, 2025

Springer Publishing Company, 2025.

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Zameer H., Ying W., Yasmeen H. et al., International Journal of Asian Business and Information Management 2019 Vol. 10 No. 2 P. 55–72

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Added: November 19, 2023

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Balaeva O., Yakovlev A. A., Rodionova Y. et al., Журнал институциональных исследований 2018 № 3 С. 58–84

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Added: September 28, 2018

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Margarita Kuleva, / Series HUM "Humanities". 2015. No. 85.

Clothing and fashion play significant role in the process of ageing, and help put bodily experiences in the context of culture. It is especially important for young people as social subjects, who are starting to become independent but do not have sufficient experience and social competences to do this. This paper explores how youth ...

Added: February 3, 2015

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Clothing and fashion play significant role in the process of ageing, helping to put the bodily experience in the context of culture (Twigg 2000). It is especially important for young people as social subjects, becoming independent and not having sufficient experience and social competences. In this case, clothing is the space of social experiment in ...

Added: October 13, 2014

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Added: December 5, 2012

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Added: December 5, 2012