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В данной работе изложены основы и принципы коммуникационной кампании индустрии моды. Даны понятия ее сущности, задач, инструментов, видов и этапов построения. Проведен анализ рынка брендов одежды и анализ инструментов коммуникационной кампании торговой марки. Изучена и применена коммуникационная стратегия на основе опросов целевой аудитории и интервью с директором компании. Разработана и предложена коммуникационная кампания, включающая в себя этапы организации и проведения специального мероприятия, которое освещается с помощью инфлюенс-маркетинга, контент-маркетинга и сотрудничества со СМИ и фешн-экспертами.
This paper outlines the basics and principles of a fashion industry communication campaign. The concepts of its essence, tasks, tools, types and stages of construction are given. The analysis of the clothing brand market and the analysis of brand communication campaign tools has been carried out. A communication strategy based on surveys of the target audience and interviews with the director of the company was studied and applied. A communication campaign has been developed and proposed, which includes the organization and holding of a special event, that is covered through influencer marketing, content marketing and cooperation with the media and fashion experts.
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