Previous Chapter Chapter 9: Shopping for Fashions in Post-Socialist Russia Next Chapter

Olga Gurova

In: Consumer Culture, Modernity and Identity

Chapter 9: Shopping for Fashions in Post-Socialist Russia

  • Citations
  • Add to My List
  • Text Size

Shopping for Fashions in Post-Socialist Russia
Shopping for fashions in post-socialist Russia
OlgaGurova
Introduction

The American sociologist Sharon Zukin has observed that ‘shopping has come to define who we, as individuals, are, and what we, as society, want to be’ (Zukin, 2004: 8). What has this meant for people and society in Russia, which, in only 20 years, passed shortages, food coupons and queues at the beginning of the 1990s to consumer abundance, relative freedom of choice and a variety of retailers in the early 2000s? Today, the retail is one of the fastest growing markets in Russia; it contributed to 19.7 per cent of GDP in 2009 in comparison to 8.1 per cent in 2001.1

This chapter focuses on the fashion retail as an indicator of the transformation ...

Looks like you do not have access to this content.

Login

Don’t know how to login?

Click here for free trial login.

Back to Top

Copy and paste the following HTML into your website