Svyazy conducted a fashion consumption study for Familia

The communications agency Poleznye Svyazy conducted a study of consumer preferences in the fashion segment for the off-price retail chain Familia. The purpose of the research was to identify the key factors influencing clothing purchases among residents of both large and small cities across Russia. The survey was carried out from March 1 to April 30, 2025. Participants included men and women aged 18 to 55 who had bought clothing within the past six months. The study covered the entire territory of the Russian Federation. The analytics explored a wide range of topics – from Russians' attitudes toward the withdrawal of foreign brands to average household spending on everyday wardrobes across different regions, as well as youth preferences when shopping for clothes. These insights formed the basis for a series of exclusive media features and press releases.