Word: fashionization
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...goals for the magazine are pure. The initial circulation will be 50,000, which, Tanna says, is impressive for a new market. "I've had so many moments of falling in love with fashion. For me it's empowering, it's beautiful, it's creative. And truly that's what I wish for every single reader of this magazine: that they learn to employ fashion. It's an important tool. I don't know who said, 'Clothes make the man,' but I'm sure he wasn't lying...
Forget about stealth wealth. The Russian luxury consumer wants to flaunt economic status?whether buying fashion or fine jewelry. One telltale sign: the new Millionaire Fair, where vendors come to show off big-ticket items like helicopters, jewel-encrusted pencils and baby bottles made of gold. Analysts predict this market will grow at least 15% over the next five years...
Homegrown When it comes to total brand awareness, Russian consumers are loyal to two local talents: Vyacheslav Zaitsev and Valentin Yudashkin. Although they both produce ready-to-wear and haute couture collections, Yudashkin is perhaps the closest thing Russia has to an international fashion celebrity, with shows in Paris, a boutique on one of Moscow's best-known streets, and lines of jeans, porcelain, fine jewelry and sunglasses...
...High fashion...
Russian consumers consider Dior, Dolce & Gabbana and Giorgio Armani the most "high fashion" brands...