Strategies to survive when it’s too cold to survive: fashion trends winter 2012/2013

Research conducted (for fun ;-) by Emeline Mettavant, market research consultantduring a sabbatical trip in Russia

Date of research: 18 February 2013Place of research: Komsomolsk-na-Amure (Russian Far East)Outside temperature on the day of research: -22°C

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Typology of consumersAppearance seekers

Efficiency seekers

Want to belongWant to stand out

Investors

Opportu-nists

Sportive

Compromise seekers

Socially influenced

Nostalgic

Animal fats

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Type 1: the investors

‘I’ve put all my money into my coat’ ‘I’ve put all my money into my hat’

‘I’m rich! I have both the coat and the hat’

‘I’ve put all my money

into my scarf’

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Type 2: the opportunists

‘I combine whatever I find which is warm’ ‘I’ve kept my army clothes’

‘I am a Tchekist, I wear my uniform’

‘I wear valenki boots

everyday’

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Type 3: the sportive

‘Too bad for the look, I’m wearing my ski wear everyday’

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Type 4: the compromise seekers

‘No matter how cold it is, I want to stay elegant’

‘It’s important for me to look cute. Warm comes as second criterion’

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Type 5: the socially influenced

‘My bff and I, we do the exact same’

‘My bff and I, we do the exact contrary’

‘My bff and I exchanged hats as a sign of our

friendship’

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Type 6: the nostalgic

‘I’ve been wearing the same for 50 years, why should I change?And by the way life was better in Soviet times’

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Type 7: the animal fats

‘The best remedy against winter cold does not lie in the clothes,but in the food: animal fats ftw!’

Strategies to survive when it’s too cold to survive: trends winter 2012/2013

Type 8: the losers

‘Aaaaargh wtf this country. No matter what I wear and what I do, I’m fucking cold!!!!!’