Perception of Women Clothing Brands by Generation Z in the Context of External Restrictive Measures
https://doi.org/10.55959/MSU2070-1381-112-2025-7-28
Abstract
Generation Z exhibits distinct characteristics in their consumer behavior, particularly in their engagement with fashion brands. The imposition of Western sanctions, which led to the departure of numerous international fashion brands from Russia, has triggered a unique phenomenon: a large-scale restructuring of consumption patterns within a major European market. Understanding the patterns of this transformation, especially among young consumers (Generation Z), presents significant opportunities for both operating in the Russian clothing market and comprehending the fundamental principles of this consumer segment. This defines the relevance of the present study. The aim of this work is to identify and analyze the key shifts in the perception of women clothing brands among Generation Z, driven by the introduction of external sanctions and subsequent market changes. Methodologically, this study employs a mixed-methods approach, combining a survey of a limited consumer sample with a neuromarketing experiment. The primary conclusions are derived from a comparative analysis of the data obtained through these two methodological frameworks. The survey documented conscious behavioral shifts: a reduction in impulse purchases, an increase in planned acquisitions, and an absolute prioritization of quality over brand value. Local brands that have successfully captured market share (earning preference rates of 46% and 39%) face a critical challenge: 30% of consumers remain emotionally neutral, representing a key target audience for engagement. The analysis of physiological responses using photoplethysmography (PPG) identified three distinct consumer patterns. Based on their emotional reactions, all subjects were categorized into three groups: adherents of departed brands (53.3%), adherents of new brands (Russian or from friendly countries; 16.7%), and a neutral group showing similar emotional responses to both departed and new brands (30.0%).
About the Authors
D. S. Andreyuk
Faculty of Economics, Lomonosov Moscow State University; The Investment Programs Foundation
Russian Federation
Russian Federation
Denis S. Andreyuk - PhD, Associate Professor, Head of the Department of Analysis of Neuro-Civilizational Interactions and Cultural Codes
Moscow
M. A. Gurdyumova
Department of Analysis of Neuro-Civilizational Interactions and Cultural Codes, The Investment Programs Foundation
Russian Federation
Russian Federation
Maria A. Gurdyumova - Intern Researcher
Moscow
D. N. Kurkova
Faculty of Economics, Lomonosov Moscow State University
Russian Federation
Russian Federation
Dina N. Kurkova - PhD, Associate Professor
Moscow
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Review
For citations:
Andreyuk D.S., Gurdyumova M.A., Kurkova D.N. Perception of Women Clothing Brands by Generation Z in the Context of External Restrictive Measures. Public Administration. E-journal (Russia). 2025;(112):7-28. (In Russ.) https://doi.org/10.55959/MSU2070-1381-112-2025-7-28
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