Pi-Consulting

Which Western European country is the closest socio-cultural “fit” for Russia? The nearest equivalent society turns out to be, of all places, Italy. Consider what unites them. First, a deep distrust of authority. Second, the long-standing habit of getting things done in spite of government, not because of it. And thirdly a curious kind of ‘badge-mindedness’ among shoppers. Both Russian and Italian fashion-seekers look at the designer label first, then at the clothes themselves. (Source: RISC International, Pi Market Research).