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Russian middle classes are panic buying luxury goods, presenting brands with a dilemma: ethics or profits?
A post shared by Vena Brykalin (@venabrykalin)Chanel, which also closed its stores late on Friday, faced a similar backlash in the days before it made the decision, not least because it called the invasion a “conflict” when it said it would donate €2 million to refugee relief. Instagram users immediately demanded that the brand - which employs 320 people in Russia and has five boutiques in Moscow and St Petersburg - stop selling goods in the territory. Notably, luxury brands kept their stores open long after mid-range international brands shut down their Russian operations.