Specifics of brand promotion in the fashion industry
The clothing market is characterized by high dynamism, rapid trend change and seasonality. The comprehensive integration of offline and online tools makes it possible to effectively reach different segments of the target audience. Due to the fickleness of fashion trends, their rapid turnover, the influence of social media and increased quality requirements, the growth of counterfeit fashion clothing brand promotion is becoming a difficult task. Companies should take into account the dynamism and rapid change of trends in the fashion industry, the specifics of clothing as a commodity – in this context, it is simply necessary to apply visual communications, cooperate with opinion leaders and create unique things quickly, stylishly and efficiently. Using the analysis of company cases, PEST analysis method, conducting an online survey and a comparison method when researching the promotion of clothing brands, we came to the main result: brand companies use social networks and ambassadors, non-standard content when promoting; Fashion collections are often aimed at the younger generation of homelanders. Emotional and value-based promotion is becoming a guideline for companies. The main conclusions include: the success of the promotion directly depends not only on marketing efforts, but also on the quality of clothing, service and positioning of the company. Russian companies are successfully strengthening their positions in the domestic market. It was proved that effective promotion involves the integrated use of social networks, visual communications, collaborations, as well as the involvement of opinion leaders. An important factor of competitiveness is the speed of development and release of collections, including the responsiveness to changes in consumer demand.
Suvorova, T. V. (2025), “Specifics of brand promotion in the fashion industry”, Research Result. Business and Service Technologies, 11 (3), pp.
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