This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity.
Chapter 9: Shopping for Fashions in Post-Socialist Russia
Shopping for Fashions in Post-Socialist Russia
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 ...