Independent market watchers and furriers are confident that the Russian market has reached a level of maturity which is now sustainable into the future. Paradoxically, consumer preferences are now split between domestic furriers and the more upmarket importers. One reason is because of the contrary nature of Russian shoppers. For example, short, dyed-mink coats are in vogue among consumers in other European countries but Russian women prefer the long racoon or fox coats with hoods. Another reason for Russia's unique market can be traced to the revival of middle-class fortunes, as the country's economy has taken on a more cheerful glow.
Russian women seem to want to buy fur coats for everyday use.
The non-furs are selling well when fur coats are simply not available at more reasonable prices. However, Russian furriers are experiencing a change of fortunes for the better, managing to put their unprofitable days behind them, as they compete favourably with less expensive Chinese and Greek imports. The result has been that Greek furriers are fighting back. The rather unsavoury look to the arrangement is not as it seems. The cost of the package is borne by the entire customer base, together with Greek furriers and subvented by fur sales.