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The weight of the economic sanctions and the boycott of Russia are beginning to have significant repercussions on the daily lives of Russians. Major Western brands draw the curtain, such as H&M, Hermès and McDonald’s.
In the heart of Moscow (Russia), a shopping street is almost empty. The doors are closed and the curtains down, Wednesday, March 9. A sign on a shop reads: ‘Shop temporarily closed’. All the brands belong to European or American groups. “I can’t watch my favorite movies on Netflix anymore, buy my favorite brands because they’re all closed now”laments a young Russian woman.
Thursday March 3, just before the announced closure, the Russians rushed to Western brands, such as Ikea. The Swedish store is closing its 17 points of sale, in support of Ukraine. Wednesday, March 9, it’s McDonald’s turn to close its doors. Customers came to enjoy a last bite. “I think it’s terrible that it affects people’s daily lives”laments a woman. The fast food giant has 850 restaurants in the country. In a press release, the brand however promises to maintain the salaries of employees in Russia.