Детальная информация

The purpose of the study is to identify the features of promoting fashion brands in the Russian market in the absence of foreign competitors using the example of the Love Republic clothing brand, which is among the most popular (over 100 stores in Russia and CIS countries).  The study was conducted on the basis of publicly available data from Love Republic. Subject of research: PR strategies for promotion in the CIS countries, such as Armenia, Kazakhstan, Belarus. The object of research: promotion.     Research methods: the study used general scientific research methods such as methods of analysis and synthesis, abstraction, generalization, comparison, and questioning were used. The relevance of the chosen research topic is due to changes in the strategies currently used in this area, which is associated with the current geopolitical situation, as well as with the dominance of the trend of humanity (empathy) in strategic branding. Based on the conducted research, recommendations have been developed for the promotion of Russian fashion brands in modern conditions, which can find practical application. The tasks of the masters thesis have been solved, the goal has been achieved, and the scope of application of the results obtained has been determined. The results obtained have signs of scientific novelty. The directions of further research have been determined.