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

Evgeniia Filippova () and Tatiana Sokolova ()
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Evgeniia Filippova: National Research University Higher School of Economics
Tatiana Sokolova: National Research University Higher School of Economics

A chapter in Fashion Communication in the Digital Age, 2026, pp 343-349 from Springer

Abstract: 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.”

Keywords: Luxury underwear; Russian underwear brands; Aaker brand vision model; Cultural branding; Mixed discourse (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-99481-4_25

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

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