Unravelling the mysteries of the Russian doll: the outlook for brands

Mélanie Chevalier

In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.

Unravelling the mysteries of the Russian doll: the outlook for brands

Mélanie ChevalierCreative Culture

Despite economic instability, the outlook for foreign brands in Russia is on the up, writes Mélanie Chevalier.

From Obamaphobia to Trumpomania, Russia has gone through more than four years of political and economic instability, accompanied by a great surge of patriotism and isolationism. In a country where the majority of citizens strongly support their leader, what is the landscape like for foreign brands and who are the winners in the race to this market?

As in most countries undergoing an economic downturn, mass-market brands are...

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