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Globalisation is taking over the economies, communications and fashion industries. In such times, preserving individuality and uniqueness becomes a goal for many. Russians, having been under the Communist regime for almost 70 years, haven´t had a chance to differentiate, and the newly-formed market economy offers the consumers infinite choices, especially in apparel. Young consumers in Moscow experiment with clothing more than ever and they seek ways to express themselves. A teenager´s maximalist approach, the refusal to accept the banalities of an ordinary life and a desire to be different and, at the same time, accepted by the peers, makes some join a subculture, such as Goth, punk, skinhead, ska and others. This research was done in order to find the factors which are related to the young Moscovites´ intention to purchase subculture apparel. Several hypotheses were brought forward, which presumed a relationship between the attitude of the teenagers towards subculture apparel and their purchasing intention, as well as existence of a relationship between the attitude and the subjective norm, product attributes, fashion lifestyles and personal variables.

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Ekaterina Kiseleva - Master of Business Administration, Graduate School of Business, Assumption University, Bangkok, Thailand, 2009. Born in Moscow in 1984, interested in analysing trends.

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