Russia

Forget about stealth wealth. The Russian luxury consumer wants to flaunt economic status--whether buying fashion or fine jewelry. One telltale sign: the new Millionaire Fair, where vendors come to show off big-ticket items like helicopters, jewel-encrusted pencils and baby bottles made of gold. Analysts predict this market will grow at least 15% over the next five years.

Most often mentioned luxury brands:

In general, affluent consumers in Russia have the greatest top-of-mind awareness of foreign luxury brands compared with China and India because the Russian luxury market is more developed and more European in nature.

Chanel 39%

Giorgio Armani 37%

Dior 35%

Dolce & Gabbana 29%

Versace 27%

Best-known luxury brands:

Versace 95%

Dior 95%

Chanel 93%

Zaitsev 93%

Yudashkin 92%

Giorgio Armani 92%

Homegrown When it comes to total brand awareness, Russian consumers are loyal to two local talents: Vyacheslav Zaitsev and Valentin Yudashkin. Although they both produce ready-to-wear and haute couture collections, Yudashkin is perhaps the closest thing Russia has to an international fashion celebrity, with shows in Paris, a boutique on one of Moscow's best-known streets, and lines of jeans, porcelain, fine jewelry and sunglasses.

Best-known designer brands in Russia: Versace and Dior

American brand they are most interested in owning: Tiffany

What consumers want:

High quality 53%

Good reputation 53%

High fashion 44%

Russian consumers consider Dior, Dolce & Gabbana and Giorgio Armani the most "high fashion" brands

ALL THAT GLITTERS Russian women like to buy jewelry, especially rings and necklaces, which they purchased on average 1.3 times in the past six months. Brand reputation and craftsmanship are crucial.

On average, affluent Russians have spent $1,084 on a ring

Most widely owned fine-jewelry brands:

1 Bulgari

2 Cartier

3 Tiffany

4 De Beers

5 Chopard

Russian men buy more shoes than any other luxury accessory and have spent on average up to $556 on a pair.

Beauty Counter In Russia the most popular beauty purchase is fragrance for women and cologne for men. Most consumers who buy fragrance are responding to the reputation of the brand, the quality of the product or the price. Only 3% of affluent Russians said they buy perfume because a celebrity endorsed the brand.

Most widely owned foreign beauty brands:

1 Lancome

2 Estee Lauder

3 Guerlain

4 Clarins

75% of affluent Russians bought one or two new fragrances in the past six months

Where they shop for skin-care products:

[This article contains a complex diagram. Please see hardcopy of magazine.]

Retail chain store 19% Boutique 5% Other 2% Internet 1% Department store 73%

This TIME Style & Design poll of 400 affluent Russian respondents was conducted through personal interviews in June 2007 by GfK Roper at 31 different locations in Moscow and St. Petersburg, including upscale shopping malls, boutiques, hotels, car dealerships and fitness clubs. Respondents made at least 50,000 rubles a month. The margin of error is +-5%.